Read more from the Q&A issue

• Methodology: Keep the questions coming
• How can optometrists efficiently schedule ocular disease patients in light of the COVID-19 pandemic?
• How can optometrists create a successful dry eye disease spa?
• How can an optometrist include the patient’s opinion when it comes to glaucoma treatment?
• How can O.D.s differentiate the neovascular form of AMD from similar diseases?
• How can an optometrist obtain diabetic patient referrals from a primary care physician?
• What should optometrists know about effective management of myopia?
• What is the value optometrists can provide and communicate for the fee charged?
• How can optometrists set up an appropriate fee schedule for specialty contact lenses?
• How can optometrists get more new patients?
• How can an optometrist create a successful practice sans third party health plans?
• How do O.D.s create a system for quick and efficient coding?

A: First, understand that there isn’t a single definition to describe the word “luxury.” Historically, “luxury” has had a connotation that involves themes of exorbitance, exclusiveness and expensive price points. While some of these adjectives may still define “luxury” for certain individuals, recent social and global events have made people reevaluate what “expensive” and “exclusive” actually mean. A more modern approach to “luxury” entails themes of uniqueness, meaningfulness and experience. I would even claim that the newest definition of “luxury” is about relevance rather than price point.

This definition of “luxury” creates an opportunity for optometrists to establish a definition that is related to their practice, geographical location and patient demographic. You do not have to carry the most expensive frame lines in the industry to have a luxurious optical. You just need an optical that is stocked with unique pieces and creates a memorable patient experience.

Here are four ways to integrate luxury frame sales into your optical:

1 TAKE THE RISK

Nothing in business comes without some level of risk. Oftentimes, the greatest risks reap the biggest rewards. Whether it is a frame line with a price point that is triple what you currently carry, a line with bold colors and an edgy design or an eco-conscious brand in a geographic region that isn’t known for being eco-conscious, at the end of the day you have to take the risk and carry the product. If you never carry the product, you will never have the opportunity to see how luxury frame lines can perform and financially benefit your optical.

Of course, there should be some analysis of your current status quo to make an informed risk decision, but my point here is, do not be afraid to try something new. Have a goal to carry frame lines that nobody else in your town carries. A great way to research unique frame lines is to attend trade shows, read industry magazines and view various luxury eyewear online forums. Find a luxury frame line. Take the risk. Carry the product.

2 TRAIN STAFF TO BE STORYTELLERS

It is one thing to carry luxury frames and it is an entirely different thing to set those frame lines up for the greatest success. Brand storytelling creates a cohesive description that evokes both facts and emotions. It tells consumers why they should buy a product, why it matters and why it exists. Consider that emotions drive purchases more so than logic. Connecting the product to a story evokes humanity and creates a memorable experience. (Continued reading: “Storytelling’s Power of Persuasion” at bit.ly/2IvcdMA .)

Being able to convey a brand story initially involves educating and training your optical staff. It is worth the time and effort to train your employees to be brand storytellers. (For steps on training staff in brand storytelling, see “Know the Product” at bit.ly/3y9A6hU .) Opticians need to connect with the products they are selling and be confident in conveying that messaging, if they want consumers to show an interest in purchasing those products. In my optical, I have found that continuous, repetitive training ensures better brand-storytelling success.

CONSUMER SALES FOR HIGHER-PRICED FRAMES

Consumers reported the following breakdown by channel of their frame purchases over $150 price point for the 12 months ending March 2021, according to The Vision Council.

 

 

3 ENTHRALL PATIENTS

Opticians, as fully trained storytellers, convey more than just the features of the frames. They also explain why the frame is unique, why it is of a high caliber and why it matters. Optical staff, especially opticians, should be able to convey the stories of the luxury frames to patients. A few examples of how to tell a brand’s story when selling luxury frames:

1. “This frame is inspired by effortless beauty in nature. The brand is designed in California, and each piece in the line is centered around elements of sea, air, land and being timeless. As you can see, the colors in this frame come from colors you find on a coastal hike, yet the overall style is truly timeless. There is no flashy logo, and it is something that could be worn generation after generation. Nothing of value happens quickly, and this frame went through a construction process involving 130 steps before it arrived in our optical. Its quality is truly best-in-class, and it is perfect for someone who wants to be grounded in elements of nature, yet have a timeless look.”
2. “This frame combines Japanese dedication and Italian flair. Its titanium material gives it solid strength and ensures it will never corrode. Weighing less than 2 grams, the reduced dimensions make it lightweight and perfectly adaptable to the human face. Its aesthetic design involves elements of both simplicity and minimalism. You see a lot of celebrities wearing this brand because of its progressive styling. It is perfect for someone looking for an optical masterpiece that combines engineering, technology and design.”

4 CHAMPION INTEGRATED BRAND EXPERIENCES

While conveying a brand story is important, it is also imperative to ensure the optical atmosphere, merchandising and various consumer touch points support the luxury frame line(s) in your office. If you want to sell a luxury frame line focused on a simplistic aesthetic, the displays of that eyewear should mimic that minimalist approach in a creative way. If you want to sell frames that have a price point starting at $600, the rest of the optical should look updated and expensive. The atmosphere should not distract from the products, but rather create a unified browsing and buying experience.

ACHIEVABLE FOR ANY OPTICAL

With a new and more modern definition of “luxury,” engaging in luxury frame sales is achievable for any optical. I’ve found that it is a smart way to differentiate a business from both online and local competition, while also making an optical more financially profitable. OM

DR. QUINT is a co-owner of Smart Eye Care in Maine. She is passionate about entrepreneurship and optometric practice management. She was the 2019 Theia Young O.D. Award winner and consults for Allergan.