CLINICAL

  optical

Overcoming Internet Retailers

Know the three reasons your patients buy online to prevent these sales.

DAVE ZIEGLER, O.D.

Since an optometric practice receives nearly half its revenue from glasses sales, the rise of online optical sales should concern you. Specifically, about 3% to 4% of recent eyeglass buyers used the Internet to directly purchase eyeglasses, according to the Vision Council 2013 Internet Influence Report. So, how should you deal with this competition?

Here, I discuss why people buy online and the strategies to counteract online glasses sales.

1 Convenience

This has been the biggest reason for online purchasing’s success. Patients love the ability to shop for glasses 24/7/365.

Strategy. Make your optical more convenient by extending your hours. You could choose to open early and close late two days a week, or add weekend morning hours.

Another option: Create your own online optical store. You can partner with a vendor who offers online services, or find an e-commerce professional.

2 Selection

Patients like the fact that they can find unlimited options for frames online.

Strategy. While patients may initially like the idea of endless options, before long they’ll feel overwhelmed. Use this online sales weakness to your advantage.

Specifically, rather than presenting more choices, utilize your staff’s expertise to guide patients to the right frames. Train your staff in the proper sales terminology, and teach them to sell eyewear with a top-down approach. Ask them to attend your trunk shows and listen to how your best frame reps present eyewear. Your optical staff should know the features of each frame line to discuss them when consulting patients.

If a patient desires additional options, consider using digital imaging applications so patients can “try-on” frames even without having them in your optical.

3 Price

Frankly, this is an area where we can’t compete. Some patients buy solely on price, which we must accept.

Strategy. When patients present who are only interested in getting glasses at the lowest possible price, I recommend that they go to a discount online vendor. I explain that they can buy a pair of glasses for the price of a Big Mac and fries, because I want them to see the difference in how the online transaction compares with our practice, in terms of the quality of materials, service and overall buying experience. In the end, if these patients like their $10 glasses, it was the right purchasing decision for them all along.

Brick and click

Some experts predict the retail experience will resemble a co-channeled approach — a physical and online presence — or a “brick and click” model, in 10 years. Some online companies are starting to build stores, and many traditional stores are offering in-store online kiosks to leverage the online experience.

Online sources can’t compete with the human factor we can add to the patient’s buying experience, but you should continue to look for opportunities to add your own co-channeled approach. A high-touch, high-tech patient experience with a friendly and caring staff will always have a place in the optical market. OM

DR. ZIEGLER IS A SENIOR PARTNER IN A GROUP PRIVATE PRACTICE IN MILWAUKEE, WISC., AND A FELLOW OF THE AMERICAN ACADEMY OF OPTOMETRY. E-MAIL HIM AT DAVEAZIEGLER@GMAIL.COM, OR SEND COMMENTS TO OPTOMETRICMANAGEMENT@GMAIL.COM.