Convenience
Selection
It really does seem easier to order your glasses
online, from the comfort of your living room.
When you actually go through the process, you’ll
learn how much risk you are actually taking on
as a consumer. Chances are high that you’ll have
your prescription, but how many patients know
their PD? Many online retailers are using 62mm
as the default PD if it is unknown (how many
of you are currently using a default PD in your
business to save time? – No one!).
The last main consumer perception that you’ll
need to overcome is the belief that online retailers
carry a vast selection compared to a brick and
mortar business. This may or may not be true,
but in any matter, too much selection can
actually be a bad thing. Too much choice breeds
indecision and requires more time to try on various
pairs. The consumer doesn’t need to know how
many pairs you have in stock – all they need
to know is that you have the right pair in stock.
Once the frames arrive, chances aren’t great
that the pair looks amazing. Buyers remorse and
a desire to return the pair set in and now there is
hassle in having to return the pair and wait another few weeks for the next new pair to arrive
– basically eliminating the “convenience” factor
of online shopping.
When describing your selection, don’t speak to
the quantity, but rather the quality of brands
that you carry. Make a strong recommendation
for a pair that you believe will look incredible
and bring them three other pairs to make sure.
Speak to the story of the brand and why your
company chooses to carry it. After the brand
story has been told, speak to the contours and
characteristics of your customers’ face and
indicate why you’re making certain recommendations the way you are. This level of service
cannot be matched by online retailers.
IF the pair arrives and looks good, the chances
are now slim to none that they’ll actually fit
properly. Where do people go to have their frames
fitted properly – most likely right back to you.
Having to come back to you is time consuming
and can be awkward for the consumer, so the
convenience factor has now all but been
eliminated through this process.
Hint: make your patients feel comfortable when
they come back to you with a pair of glasses they
purchased online. Make them feel comfortable
and appreciated and your chances of acquiring
their next purchase is much higher.
18 EYE FOCUS | December Digital 2016
When competing against the “dreaded” online
retailers, do your best to speak to what your company
does that cannot be offered by anyone else – not
just online retailers. Create an experiential dif-
ference and live by the desire to make every
shopping transaction a memorable one.
Kevin Wilhelm
is the president
of Marketing
4ECPs – a digital
agency focused
on providing
marketing
solutions for
eyecare
professionals.
To learn more
about their
digital marketing
program, visit
their website
at www.Marketing4ECPs.com.