How I...
Promote photochromics on the internet
By Erinn Morgan

Dallas Optical has three brick-and-mortar stores, but also a strong online presence. Two of the shops are located in Dallas, including Dallas Youth Optical which caters to infants through 16-year-olds; the third is in Plano, Texas. With much of its business coming through the doors as a result of MD referrals, Dallas Optical's management decided they needed to provide these potential customers with some information prior to their visit to the optical shop. The Web was the answer.

"We designed an informational site internally a few years ago and listed our Website on the business cards the MD's offices handed out to refer patients to us," says Bob Franz, owner and master optician of dallasoptical.net. "I was surprised at how many new customers that came in, after having been given my card, and had already been on our Website. They liked to check us out, as well as the products we offer. It's great because they come in and are already informed about what they want."

Dallas Optical's dallasoptical.net educates potential customers about products and links to owner Bob Franz's family Website

An increasing number of his customers wanted a bit of information on photochromics, so Franz added this to his site. "This happened especially when Transitions came out with the Next Generation lenses," he notes. "We put that info right up on the Net." This way customers can educate themselves before they make a trip to Dallas Optical, where they can obtain even more information and then purchase the products they desire.

As a result, Dallas Optical saw increasing sales in photochromics. "I would say 15 to 20 percent of my customer base buys photochromics," says Franz. "A lot of people were coming in asking about it." Some people come in pre-sold from the Website, while others ask for a demonstration of the products.

To continue the educational efforts started on the Website, Dallas Optical has incorporated a lens information center into their dispensary. "We have a lens information center visibly exposed in the area customers walk into. It includes pamphlets and information on the items I am promoting," says Franz.

He says that most customers come in looking for additional education about photochromics, even after they have surfed the Web for information. Part of this, he says, is due to the age and demographics of his customer base.

"The majority [about 80 percent] are 40 and over. This is the group that I want to target because they have the most disposable income, are very intelligent, and are computer savvy. They look for the information they need on our Website and then link to the vendor site for further education."

For Dallas Optical, a Web presence is not a costly endeavor. "My site costs $35 a year for Web hosting [done by register.com] and they supply me with the pages I need and the templates to go with it," says Franz.

"We update the site once a month internally, so design and management of the site cost nothing."

Dallas Optical participates in a work program with a local high school and has a student who handles the site updates. In the future, Franz's plans include utilizing the unlimited templates available for Websites with his Windows 2000 program. "They give you all kinds of neat things like music and pictures. It's just a matter of taking the time to do it," he says.

As a finishing touch to the site, Franz has linked his own personal family Website to dallasoptical.net. "We have a lot of customers who are more than acquaintances, and they like to see more about me on the Website," he says.

"This is why I linked my family Website onto our business site. People really like this. We try to have consistency in our staff and build relationships and trust with our customers. Again, the Website is a great medium to promote the products, services, and relationships that are Dallas Optical."

TACTICAL DECISIONS: WOULD YOU SELL PHOTOCHROMICS ON THE NET?

In researching this article, we came across one Website that was selling both frames and lenses on the Internet, including photochromics. That site is eyelooks.com, which reports on its pages that it has "grown from a parent company with 20 years experience in the optical retail industry."

They offer contact lenses, fashion and designer frames, single vision eyeglass lenses with "all the options and coatings," and many major brands of designer and sport sunglasses. The owners declined to be interviewed even though the site is quite extensive and offers the best selection of prescription eyewear and photochromic options we have seen to date on the Internet.

Prices for photochromics range from $60 for glass up to $195 for high index. Customers are asked to fax in their prescriptions after choosing eyewear.

Will selling photochromics as well as other lens and prescription frame options on the Internet become more popular? Some industry veterans frown upon Internet sales of eyewear because the customer loses the opportunity for contact with a trained dispenser who can properly fit the eyewear and answer any questions on the spot.

Only time--and consumer interest--will answer this question.