About 42 percent of recent eyewear buyers reported using the internet to complete multiple tasks, according to The Vision Council VisionWatch December 2011 Internet Influence Report. When using the internet to search for eyewear most Americans are usually window shopping online. They are conducting research and activities to help them purchase eyewear in-person at a future date. These consumers are looking for possible brands and styles of eyewear, comparing and benchmarking eyewear prices and examining retail locations where they might eventually make a purchase.
Since comparison shopping occurs all the time – online and offline – what steps have you taken to address this in your practice? Here are three steps for you to take:
The first step is to make sure you know what your local competition is carrying on their frame boards. There are enough frame companies out there that you can put different products on your board.
The second step is to survey patients who take their prescriptions to go elsewhere. Find out what they purchased and for how much.
Now, the third step – review the number of frames you have in each price point on your frame board. Do you have enough product in each price point to make a person feel that you can meet their needs or do they feel they need to go elsewhere to have their needs met? Compare this analysis to the actual number of frames you are selling in each price point.
Taking these three steps will help you remix your frame board to stay competitive in today’s marketplace.
