The premium eyeglass lens companies made a smart move when they introduced the personalized plastic cards that accompany the optical patient’s premium lens purchase. Not only does it make the customer feel better about the product but the added Rx information makes it a very useful item for the optical patient. This way they have a record of not just their Rx but the lens name and design. After all the optical consumer is coming up with a little extra plastic themselves (if they are paying by credit card) and the guarantee card along with their lens purchase is reassuring.
The cards shown here are from Hoya Lens, Kodak Unique Lens and Shamir’s Autograph.
Anything you can do to help the optical customer feel reassured about their eyewear decisions and purchases is good. This industry still has a long way to go as far as consumers perceived value of eyewear as they have been conditioned to think it is expensive. I personally send my eyewear to West Coast Lens in Yorba Linda, California and when it comes back to me wrapped in tissue and silver cord, it makes me feel good. I know the work will be good too because of the care that has been taken in the presentation.
A little extra plastic and presentation goes a long way when it comes to perceived value.
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