I have been out and about in the “field” recently working on an eyewear survey which involves talking directly to eyecare providers and I am taking the opportunity to write about some of the tips they shared with me. I recently wrote about the male optical consumer and received some good comments so I thought I would go for Tip #2. This concerns Frame pricing.
Frame pricing is not understood by most optical patients as they have little knowledge of the cost benefits of different attributes such as flex hinges, nickel free metals, country of origin etc. They do not know what goes into creating beautiful but functional temples likes these Dolabany frames from from Best Image Optical. Consumers will often ask for a low price frame or look at low priced frames first. For this reason don’t display all the low price frames, keep them readily available to present when price is an objection but show the best ones and point out the key features. (This tip was given to me by an ECP in a very successful family practice that has some of highest repeat customer numbers you can imagine – over 80%!) Often it is the most expensive frames that are locked up and the low priced ones the most available for the optical consumer to try on.
Too many different frame prices confuse everybody! Some retailers are pricing frames within very limited and specific price points so that there are only 4- 5 different prices which is easier for consumers to deal with. David Friedfeld of ClearVision Optical has told me in our recent interview that this is the norm in some other countries so I made a point of looking and found that one of the large chains here is doing just that.
We would like to hear from you and your thoughts on frame pricing and merchandising.