Competing with online glasses retailers.
Price is a poor contest for an independent practice. Win on judgment, access and care.
· 5 min read
Online eyewear is cheaper and it is not going away. Practices that respond by discounting frames give up margin and still lose the customers who were only ever going to buy on price.
The customers worth keeping want three things online cannot supply: an accurate measured fit, someone to tell them what suits their face, and a person who will adjust the frame when it slips. Say those things plainly on your optical page instead of listing brands.
Show the optical online too. Photograph frames on real faces in your own light, organized by style rather than by manufacturer. Patients decide whether to buy from you before they finish the exam, and an optical nobody has seen loses to a website they already have an account with.
Then make the second pair easy. Sunglasses, computer lenses and a backup pair all sell better to a patient who trusts your styling than a first pair sells to a stranger, and a follow up ninety days after purchase does more for optical revenue than any frame promotion.
The short version
- Compete on fit, styling and service, not on frame price.
- Photograph frames on real faces and publish them.
- Second pair follow up beats a discount every time.
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