Today’s entry comes from Kirk Poole, Field Services Manager for Eyefinity:
One thing that sets a private practice setting apart from other sunwear sales channels is the ability to obtain a custom fit. Custom fitting is not just for a user’s primary pair—custom-fitting can make the sunglass wearer feel better about their purchase, whether it is plano or prescription sunwear.
Your staff should become familiar with the adjustment standards in the industry. There are steps to achieving a custom fit: basic adjustment (the “four point touch”), nose pads, temple placement, bridge fit, frame angle, pantoscopic angle, retroscopic angle, face form/wrap, and vertex distance.
Your staff should be well versed in performing all of these steps. Incorporating training and executing service in these areas into your practice is key to attracting repeat customers—especially when it comes to sunwear.
With summer on its way, the savvy optometric practice will prepare by stocking an adequate percentage of sunwear in its dispensary. What is “adequate?” Depending on the climate in your geographic region, an adequate percentage of sunwear is approximately 20%. Sunwear can be marketed to all patients, but a key demographic is the contact lens wearer, who is in need of UV protection on top of the vision correction provided by their contacts.
Additionally, it is recommended that you run a price-point promotion on sunwear for contact lens wearers during the summer months.
Another idea for promoting sunwear during the summer is to pick a “Sunwear Awareness” week in the office, and have all staff wear their sunglasses. Signage, balloons, and custom pins are a great way to draw awareness to the importance of UV protection, making sunwear top of mind for both your staff and customers. Be sure to measure your multiple-pair sales metrics during that time period to track the effectiveness of this campaign.
For detailed staff training on how to properly custom fit eyewear, OfficeMate users can visit www.eyefinityofficemate.biz.