By Mark Wright, OD, FCOVD,
and Carole Burns, OD, FCOVD
Feb. 21, 2018
When it comes to purchasing eyeglasses—cost, style and a variety of options are key factors among all generations. According to a survey from Transitions Optical and the Center for Generational Kinetics, almost half (48 percent) of Millennials enjoy the experience of shopping for eyeglasses. Further, being transparent about cost, and offering a variety of lens options and emphasizing the convenience of eyewear options can make the shopping experience easier and more enjoyable.
Millennials represent a large portion of the patient population entering the practice (and a large portion of the workforce in the practice). Their buying habits are different than other generations. For example, they are much less likely to be loyal to a brand. This has implications on how we stock our frame boards in the practice.
There are other differences with this generation with respect to their buying habits. To be relevant with this population of people, here are 10 changes you need to make in your practice.
BE MOBILE-FRIENDLY. Because smartphones are the primary connection to the internet for Millennials, you need to have a mobile-first strategy. Make it easy for Millennials to do business with your practice using their smartphone.
FOCUS ON SOCIAL MEDIA. Since social media is the primary source for shopping decisions for Millennials, integrate your digital media strategies with your traditional marketing strategies.
PRICE COMPETITIVELY. Because of the ability to instantly price compare using the internet, price has become a significant influence on purchasing decisions for this group. Make sure you offer either competitive pricing, or more value, to get this group of people to purchase from you.
OFFER REBATES. The majority of Millennials would rather have a higher-value rebate over an instant discount, therefore, make sure you offer rebates providing more savings and greater value, rather than trying to compete just on price, or offering an instant discount.
OFFER BUY ONLINE & PICK UP IN STORE. Eighty-eight percent of Millennials say they would buy online and pickup in a store to save a few dollars. This saves shipping and handling costs, and drives traffic to your practice. To attract Millennials to your practice offer this option.
SECURE ONLINE PURCHASES. Millennials are sensitive to both identity fraud and cyber security, therefore, they believe that gift cards are the safest way to do business online. Make sure your practice offers gift cards and alternative payment methods such as PayPal.
ADD RETAIL LOYALTY PROGRAM. Sixty-nine percent of Millennials belong to a retail loyalty program, therefore, make sure your practice offers a transparent and value-added loyalty program.
EDUCATE ON HEALTH. Millennials want to be healthy, therefore, make sure your case presentation addresses the patient’s total health, not just their eyes.
MARKET SPORTS EYEWEAR. Millennials splurge on athletic gear. Make sure your practice offers fashion-forward sunglasses, and your staff and doctors can explain the safety and protection (health benefits) of the lenses.
GIVE BACK. Seventy-five percent of Millennials say that it’s important for a company to give back to society rather than just make a profit. To attract Millennials to your practice, make sure you are supporting your community through your practice and advertising that support through your marketing efforts.
Millennials are changing the way that we think about doing business with our patients. If you follow these 10 recommendations, you will attract Millennials to your practice. Take this list and prioritize it, create a plan for implementing the changes, and then follow the Nike tagline – just do it.
References
https://www.entrepreneur.com/article/253582
https://www.washingtonpost.com/news/wonk/wp/2015/02/28/8-things-millennials-want-and-dont-want-basically-anything-their-parents-wanted/?utm_term=.c9ce348416e4
https://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/2/#66e78f8f1474
