New products, the potential for increased profits, and a surge of UV-savvy baby boomers coming into the dispensary have optical professionals buzzing about the progressive sunlens category. Now armed with the ability to offer high-quality progressive sunlenses in a variety of options, including polarized, many dispensers say their sales in the category are increasing and they look for more growth in the future.

Some say this trend is due to an increased awareness of the damaging effects of the sun. "Finally the message that has been getting out about the healthcare aspect of UV light, the thinning of the ozone layer and the effects this has on the skin and the eyes has made an impact on the consumer," says Paul Klein, O.D., of Broward Eyecare Associates in Fort Lauderdale. "If the doctor makes a recommendation for progressive sunlenses, the patient is more receptive to it."

"We are constantly promoting it," agrees Mitch Cassel, O.D., owner of Studio Optics in New York City. "Commonly, if people are made aware of the better UV protection, they are usually smart enough to opt for progressive sunlenses."

Others say the aging baby boomer's need for progressives in general has opened up the potential for the sunlens category. "We are seeing the baby boomers who were wearing contact lenses switching to glasses more and more and they want that no-line Rx sunlens to take on vacation or to the pool," says Ron Hawkins, owner of Optiks in Bloomington, Ind.

And some dispensers point to the availability of advanced product in the marketplace as a reason why the category has grown and how it will continue to grow in the future. "Today when lenses are so specialized, it is a good way to sell a second pair," says Bill Barton, president of the 10-store Optical Shop of Aspen.

THE CUSTOMER

Who is the consumer to be targeted for the progressive sunlens sale? Most dispensers who do well with the category say the active baby boomer is the most obvious and the best bet. "The progressive sunlens customer is really any progressive customer," says Michael Poppinga, vice president of H.L. Purdy in New York City. "Outdoors people see the need for it because they get the worst glare, especially the fly fishermen."

But it is the consumer who is just moving into the need for a multifocal who can be the most difficult sale, say some. "The early presbyope doesn't get the progressive sunwear at first until they realize they can't read outside and then they break down," says Chet Steinmetz, optician and owner of Visual Effects in Chicago.

Others recommend polling the patients on their lifestyle to help them see how progressive sunlenses can benefit their day-to-day activities.

Many times, the consumer's openness to a progressive sunlens purchase depends on his age and amount of education he's had on the effects of the sun on the eye.

THE PRODUCT

Advances in progressive sunlens technology and better availability of product have also made the sale easier. Offerings from lens manufacturers now include a variety of progressive options in sunlenses in a number of colors, designs, and even in Transitions photochromic options. Dispensers also say there is more high quality polarized product available. And, many say they expect increased business with the new introduction of the AO Compact progressive lens (also available in a sunlens option) which is made especially for smaller frames.

"Overall, lens companies are recognizing that this is a growth area," says Cassell. "And I think we will continue to see the amount of product in the marketplace increase from year to year."

Some are already realizing that growth, as evidenced by the amount of business they do in the category. While some dispensers report progressive sunlens sales in the range of 3 to 5 percent of total progressive sales, others say it has become a much more substantial business. At H.L. Purdy, progressive sunlenses account for 30 to 40 percent of overall progressive sales. At Broward Eyecare Associates, it is about 20 to 22 percent. And at both Optiks and Village Eyeworks in, the category represents 30 percent of progressive sales.

Looking at overall Rx sunwear sales, which is a fast-growing category, progressive sunlenses again prove to be a significant business. At Optiks, progressive sunwear represents between 15 and 20 percent of total Rx sunwear sales. At Village Eyeworks, it accounts for 15 percent.

As a healthy percentage of overall Rx sunwear and progressives business, progressive sunwear also commands a healthy price. For example, at Chester County Opticians in West Chester, Pa., a basic progressive sunlens costs $215 and the prices range up to $290 for a polarized progressive lens. "We also have different pricing options if the patient just wants the lens with a tint," says Robert Stratton, president.

At Village Eyeworks, Royden emphasizes that patients will pay the extra money to have the polarized option in most cases. "We charge $219 for the progressive sunlens and $369 for the polarized progressive sunlens and we find that people will pay the extra $150 if you can relate the benefits to them," he says.

For sure, polarized is as hot a topic (and profit center) within the progressive sunlens arena as it has become in sports and plano sunwear. And with many options available from manufacturers, the dispenser and the patient have more choices than ever before.

Royden agrees. "We sell a lot of the polarized progressive product," he says. "We sell a lot because I wear them, as does our entire staff, and we tell the customer how much we like them and so they are more apt to try them. We've really just begun with the polarized and now we will start to get the repeat business. We now have customers coming in to thank us for switching them to the polarized...it is so much more available in different lens materials and that makes the sale easier."

The only stumbling block dispensers sometimes encounter to making the progressive sunlens sale is the sunglass clip-on, which has grown tremendously in popularity and availability on most frame styles. For a variety of reasons, some of them price issues, the patient will opt for the sunglass clip-on over a second pair of progressive sunwear.

However, some dispensers say they try to steer the customer away from the clip option. "The optics are not as good and we tell them that instead of spending $90 or $100 on the clip, why not apply that to Rx sunwear which will have much better optics," says Hawkins.

At Broward Eyecare Associates, Klein says the sales staff presents three options to the patient for progressive sunwear. "We make the recommendation for sunwear and we give the customer or patient the options. The first is progressive sunwear, the second is photochromic progressive sunwear, and the third is clip-on. We present it in this order."

So as product becomes more readily available and more advanced, and as dispensers become better informed about the product and step up marketing efforts, the progressive sunlens category can only increase business and profits. It is a matter of putting a focus on the area.

And with the advanced technology in lenses comes better vision. "With our average age being 72, our customer is willing to do what they can to get better vision back," says Royden.

"I definitely think it's going to grow and continue to do so throughout time," says Klein. "The kids who are buying the $120 and $150 Oakleys today will eventually transition into this stuff and then they will require stylish options in progressives because they have already been accustomed to this type of thing."

Given the progress being made today, it looks as if the industry will be prepared. Will your dispensary? EB