Avoid Losing Optical Sales To Big Box Retailers

While the independent optical space is ever-evolving, competition with big-box optical retailers remains a consistent challenge. Whether brick-and-mortar or online, it’s highly likely that you’ve encountered a patient who has expressed interest in purchasing from a retail giant. There are many ways to mitigate lost sales to big box opticals, and the process starts with identifying opportunities and communicating them to your team.

Training staff members on how to respond to patients who wish to take their prescription elsewhere is important — this includes making sure they are knowledgeable on the Eyeglass Rule, Contact Lens Rule and state laws.

The Big Box Assumption

In general, patients assume that purchasing eyewear from a big box retailer is more economical than buying from an independent eye care practice. While this can be the case, it not always is — particularly in the long run. It’s the duty of your staff to listen to each patient to determine their needs and how they can best help them. This level of service and individualized attention is what distinguishes your independent eye care practice from the big box stores — by providing tailored solutions for each and every patient.

It's important to remember that big box optical stores are governed by the same regulatory agencies as your practice — their business model may be different, but their staff’s credentials are not. It is wise to not speak negatively about big box or any other competitors to your patients.

The Optical Advantage

All patients should enter the optical at some point during their visit, even those who may not want to fill their prescription right then. Visiting the optical presents the opportunity for a patient to converse with a member of the optical staff to try on frames and increases the probability of capturing a sale. Getting patients into the optical can be done in a variety of ways:

• Doctor to Optician hand-off: after a visit, the doctor handing the patient off to an optical staff member is the most effective way for all parties to align on the patients’ specific optical needs. A direct hand-off reflects the level of personalized care you provide that is generally not found at a big box chain. Patients value doctor recommendations and often give them great consideration in the decision-making process.
• Eyewear cleaning or adjustment: suggesting the patient see an optical team member to give their glasses a quick ‘tune-up’ is a great way to showcase the breadth of services your practice provides. Deep cleaning or examining the overall health of eyewear can also reveal weak points that you can inform the patient to keep an eye on, or better yet, that you are able to resolve, thereby avoiding a future problem. Patients can also try on frames while their glasses are being worked on.
• Optical aesthetics: most big box opticals lack enticing displays that capture attention — this is your area to shine! Set up your optical displays to highlight brands, collections or themes, unique frame features, as well as new and seasonal styles. Strategically placing and rotating displays is an easy way to encourage patients to browse and try on frames.

If a patient is in a hurry to leave and cannot stop in the optical, be sure to tell them they can return at any time — optical does not require an appointment (unless your opticians keep a schedule) or that they can call to place an order for contact lenses (or on your website if you offer).

Private Practice vs. Big Box

Private eye care practices are generally more attuned to the needs of their patients than a big box retailer and can more readily adapt to changing trends or product offerings in the market. To a patient, a pair of glasses may be just a pair of glasses or just contacts, but we know there is much more to it than that. Provide an exceptional patient experience by communicating the value and how your full-service optical differs from a big box on:

• Frames: retail giants receive bulk discounts on large quantities of frames, which may be discontinued styles. By contrast, private practices can offer new releases and trending styles that are distinctive to the demographics of your patient base. You can also order in different colors, more than one of the same frame style, or a frame seen online that you don’t have in your store.
• Warranties: large bulk purchases often do not come with warranties, though some big box opticals offer limited warranties for an additional fee. Be proactive in advising patients of your frame and lens warranties and that they should take this into consideration when shopping elsewhere.
• Lenses: big box retailers typically have standardized, very specific and limited lens manufacturer, design and treatment options available to select from. As an independent, your ability to provide superior products — lenses with the latest advancements in technology, the most durable treatments or specialty coatings — sets you apart. This is particularly valuable when a patient requests a specific lens manufacturer or design.
• Contact Lenses: the up-front price for contact lenses is straightforward and can be easily compared. Be sure to have current manufacturer rebates accessible and easy to look up so you can provide your patient with the true net cost — oftentimes it’s lower than the big box retailer who may not offer these additional savings.
• Insurance: if a patient has an insurance plan that is in-network at either your or a big box optical, copays will likely result in the same out-of-pocket for the patient. However, private practices are often in-network with more vision plans, allowing you to bill their claim for them. Many big box opticals are out of network which means that the patient has to self-bill an out-of-network claim or get no reimbursement at all. The simple fact that you can directly bill their insurance plan for them is a huge convenience.

When Price Is The Only Factor

Never assume you know a patient’s budget — their appearance and demeanor give no indication to what they are looking to spend on eyewear. If your patient desires to shop at a big box optical solely for the low price, your practice should offer an option to compete with. Most optical labs provide lens and frame packages, often with warranties, which is a great solution for budget-conscious patients.

The next time you encounter a patient who is inclined to walk, your diversely trained staff can turn up the personalized service and tout the unique product offerings your practice provides. Chances are good many will purchase from you. Even those who leave with an unfilled prescription may well come back — they are much more likely to return knowing all you offer over the big box competition.

If your practice has specific needs pertaining to competing with a big box optical near you, contact Kayla Irwin or Joel Daniel, PECAA's Optical Business Advisors — a complimentary benefit with your PECAA Max membership! Not a PECAA Member? Contact us to learn how PECAA can help your practice thrive.