With online shopping becoming so popular opticians are suffering. But don’t let this push you back, pull up your socks, do a little planning and use these simple promo ideas to sell more glasses
Click here to get more.
How many times have you come across a situation when a customer walks into your store, is fairly impressed by your collection, even likes what you recommend (of course a stylish branded frame) but when you mention the price, they choose to cut short the interaction and move out? If you are someone who relates to such an incident, don’t worry, it means your business is suffering from the classic stereotype of being overpriced. What you need is a breath of fresh air and of course new ideas to promote your business!
Any retail business needs to be promoted regularly, else that “drop” in customer walk-ins is inevitable.
The idea of getting more and paying less has tempted buyers every time. So, why not use it for your eyewear business as well? Work out a competitive deal for your customers and give them something extra. For instance, a buy one gets one free offer is a good idea for frames. Or you can offer accessories free of cost with every purchase that your customer makes. Even complimentary after-sales service is an excellent crowd puller and it only helps in strengthening customer loyalty.
If you are not quite ready to offer freebies, you can start by offering a discount on the second purchase. Yes! This is better than offering a discount on the first purchase itself simply because it encourages your customers to buy more. Additionally, the more eyewear they buy, the more you get a chance to serve them.
Many times opticians underestimate their little customers. But there is an untapped market waiting to be captured when it comes to kids’ eyewear. Back to school campaigns or summer promotions work nicely when it comes to attracting parents to buy kids eyewear.
Nothing like a customer-getting-a-customer campaign to promote your business! The simple idea is to offer the customer an incentive to get another customer. It will help you build on your positive word of mouth and of course, get you more customers. Incentives offered need not be a monetary reward. Instead, you could offer a complimentary after-sales service or a guaranteed discount on the next purchase.
Selfies are a rage these days. Irrespective of the age, people love to click selfies so why not use this idea to boost your business. Invite your customers to click selfies in their favourite eyewear (of course, it has to be something they have bought from your store.) Get them to send these pictures to you through or and share it on social media tagging your store. Offer a prize to the best-clicked selfie. Again this prize could be a complementary pair of sunglasses, complementary accessories or an attractive discount. Needless to say, in order to make the most of this idea, you need to be present across social media channels. So, if you are not, better late than never!
Optical profitability strategies
By Andrew Bruce, LDO, ABOM, NCLEM, FCLSA
Jan. 2,
In today’s competitive eyecare marketplace, independent practices face unique challenges, particularly when it comes to maintaining and growing profitability through frame inventory.
Unlike larger chains or private equity-owned practices, independent practices must navigate a tighter budget while ensuring that their frame offerings resonate with their patient demographics.
Here are effective strategies, which I tried out successfully myself in an independent practice, to enhance optical profitability by focusing on frame inventory management, pricing strategies and the importance of understanding patient needs.
To maximize the profitability of frame board investments, practices should adopt a diverse representation of frame styles.
Offering a mix of “bread and butter” lines alongside premium-branded options can cater to multiple patient demographics.
For example, purchasing quality frames from suppliers like Silver Dollar Optical at wholesale prices of $20-$30, and retailing them for around $150, can yield a 5x markup.
In contrast, premium lines, such as the Silhouette Elegance collection, may only warrant a 2x markup, but the higher dollar sales generated from these frames can significantly boost overall revenue.
Additionally, implementing a “Value Board” with affordable options from suppliers like A&A Optical can attract patients seeking quality alternatives to state insurance offerings.
By pricing value frames competitively—such as single vision CR39 for $99 and standard progressives for $149—practices can capture additional income from patients who desire better options without breaking the bank.
While conventional wisdom suggests offering multiple colors and sizes of the same frame, I always chose to prioritize variety.
SCM GROUP LIMITED COMPANY Product Page
Contrary to the recommendations of “frame inventory experts,” my practice offered a wide variety of frames rather than a deep selection of fewer lines.
Our patients appreciated having many choices and a diverse assortment, which enhanced our practice’s reputation. In fact, we were often told, “You have the best selection of frames in the area!”
A practice that carries frames ranging from ultra-conservative to bold and fashion-forward can attract a broader patient base. And limiting the number of vendors to 6-7 main suppliers allows for better negotiation on discounts, further enhancing profitability.
This strategy not only meets patient preferences, but also streamlines vendor interactions, allowing more time for patient care.
Generally, a turnover of 2x is recommended for premium frames. However, selling 100 Silhouette frames at an average price of $400 generates substantial income, even if the turnover rate is lower than 2x.
Incorporating technology, such as inventory management systems like Kaleyedoscope from Marchon Eyewear (now a part of VSP Vision) can streamline operations by automatically tracking frame movement and ensuring that best-selling frames are always available. This technology reduces the time spent on reordering and enhances overall efficiency.
Independent practices have a distinct advantage in tailoring their frame selection to meet the specific needs of their patient base. Understanding local demographics allows practices to refine their offerings, ensuring that they provide frames that resonate with their patients.
For example, a practice that recognizes a demand for stylish, yet affordable, frames can adjust its inventory, accordingly, maximizing profitability.
Effective collaboration between practice owners and optical managers is vital for ensuring maximum profitability. Trusting an optical manager to make informed purchasing decisions can lead to significant improvements in inventory quality and sales.
How do you find out what your patients want? By listening. Listen to their comments during the frame selection process. Pay attention to comments such as, “I’m looking for a frame like Ted Danson wears on his new TV show.”
Training opticians on the unique selling points of frame lines can significantly impact sales. You also want to design your optical to encourage greater, and more effective, sharing of information with patients.
For example, I chose to eliminate price tags on premium frames, such as the Silhouette Elegance line, to both avoid sticker-shock and also encourage my opticians to share the brand story, engaging patients in trying on frames.
Prior to implementation, I noticed that some patients were often reluctant to even try on a premium frame, if they saw the price tag, first.
However, after having tried it on and experienced the feel and comfort of a premium frame, and after the optician had the opportunity to share the brand story, the price proved to be less of an obstacle.
Vendor representatives can provide valuable training resources, ensuring that staff are well-versed in their brand stories, as well as the features and benefits of the frames they sell.
To compete effectively with private equity-owned practices and optical chains, independent practices must focus on delivering personalized patient experiences.
For example, you can invest in technology like My Frame Gallery or Fittingbox, among other options, that allow patients to browse your optical offerings before they arrive and choose specific frames that they want to see in-person at your office.
Opticians then can prepare ahead of time to show each patient exactly what they said they are interested in seeing.
By prioritizing exceptional patient care and offering high-quality frames and lenses, independent practices can differentiate themselves in a crowded market.
Contact us to discuss your requirements of optical glasses supplier. Our experienced sales team can help you identify the options that best suit your needs.