When asked to consider and rank five different aspects of the eyeglasses they recently purchased, most recent buyers thought that the fit of the frames on their face was the most important factor when settling on the frame they purchased, according to The Vision Council’s VisionWatch 2011 Fashion vs. Function Eyewear Report. In fact, 47.1 percent of recent eyeglass buyers ranked “fit of frame” as the top factor, and only 5.4 percent ranked the fit of the frame as last on the list of factors presented. The second most important factor considered when purchasing eyeglasses was the perceived durability of the frames that were bought. Over one-sixth of all recent eyeglass buyers (17.5 percent) rated the durability of the frame as the most important factor in the decision to purchase the specific frames they bought. After the fit of the frame, the durability of the frame and the style of the frame, consumers are likely to consider the material of the frame when making an eyeglass purchase.
About 8.7 percent of recent eyeglass buyers rated the material of the frame as the most important factor when recently making an eyeglass purchase. On the other side of the spectrum, about 7.3 percent of recent eyeglass buyers considered frame material as the least important purchase factor. Frame material was more important amongst men and women, while older eyeglass buyers valued material more than younger eyeglass buyers. Regionally, people from the Midwest region of the country who recently purchased eyeglasses valued the material of the frame more than eyeglass buyers from other
regions.
In aggregate, among the five factors surveyed, the designer name of the eyeglass frame purchased was universally ranked as the least important decision factor considered when consumers recently purchased their eyeglasses. While 77.8 percent of recent buyers considered the designer name of the frame as the least important purchase decision factor, there were some consumers that considered the designer name of the frame when making their last
purchase. In fact, approximately 6.7 percent of recent eyeglass buyers actually ranked the brand name of the eyeglass frame as the most important purchase decision factor. Typically men, younger eyeglass buyers and eyeglass buyers who also use contact lenses tended to place relatively higher importance on the designer name of the frame when making their last eyeglass purchase.
Many of the frame vendors will help you with analyzing and re-mixing your frame boards. Ask. Having professionals help you can move your practice forward in very positive ways.
When you re-mix your frame boards to maximize the return on investment, you need to know several facts. You need to know what you are actually carrying on your frame boards and contrast that with what patients are actually buying. Do you have frames that have not been sold in 6 months? Lose those dogs fast. They’re just taking up space and running your cost of goods expense higher than it needs to be.
You also need to know how people make decisions to purchase frames. For the majority of patients you see, this is the order of importance considered during frame purchases:
1. Fit of the frame
2. Frame Durability
3. Frame Style
4. Frame Material
5. Designer name
But, don’t miss the point that 6.7 percent of the people ranked the frame brand name as most important. Your luxury patients are brand loyal. So are others within your practice. Brand loyal patients tend to have a higher per patient revenue within your practice. You need to keep track of who these people are and cater to them. Additionally, train your staff to keep track of current patients and potential patients who ask for brands you do not carry. This information needs to be considered when re-mixing your frame board.
Your action point for today is to take a fresh look at your frame boards and make sure you are maximizing the return on investment.
