Some 42.2 percent of consumers say they will “definitely not” purchase a non-prescription pair of $50+ sunwear over the next six months, according to The Vision Council’s VisionWatch Economic Situation Study: April 2012. Another 27.1 percent said they “probably” wouldn’t, while 17 percent said they “might or might not.” Just 5.1 percent said it was “extremely likely” that they would make such a purchase while 8.6 percent said they “very likely” would.
Most people think sunglasses are sunglasses. They do not understand the difference between what you can buy off the rack at the drug store and high quality lenses that can be purchased in an eye doctor’s office. Let’s look in the mirror and accept responsibility for this.
Now, let’s create a plan of action that helps the situation. Here are five actions you can take today to increase the number of people who buy a non-prescription pair of $50+ sunwear.
1. Prescribe them from the exam chair. Explain to patients why you wear high-quality sunwear, and then explain why they need them, too.
2. Have your staff discuss sunwear with every patient.
3. Utilize signage within your office explaining the difference in sunwear.
4. Utilize signage within your office explaining the need for quality sunwear.
5. Bundle sunwear with new contact lens fits.
