Optometrists and Online Eyewear
The article "Embrace Online Eyeware—but Capture In House Sales" by Gina M. Wesley, OD, MS, FAAO discusses the new trend of consumers being able to look for eyewear online. Dr. Wesley suggests that Optometrists embrace the new trend instead of trying to fight it. She found an online retailer, called Iristocracy, that would work with her practice to allow patients to browse for glasses online but then they had the frames sent to her practice where the patient could try them on and make their final purchase. This sounds like a good way to allow consumers to browse and shop the way they prefer but then also ensure that they get a frame that fits properly and will fit their needs by having the final purchase be in person in and optometric practice where the Optometrist or Optician can provide the customer with the correct fitting information. Dr. Wesley also says that this new online program gives opportunity for the practice to add new patients. They could find the site online before even stepping foot in the actual practice. Then, when they find a frame they like they’ll have to go to the practice to purchase those frames. This online retailer also allows the practice to have a larger inventory of frames because they carry frame lines that the office may not. This new online frame shop seems to offer a valuable partnership to any private practice and will be worth remembering when we have our own practices in the future!
