lens tips
Double your pleasure
By Erinn Morgan

At Sol Moscott Opticians, which has three locations in the New York metro area, branch manager Jeff Soltan says they sometimes sell photochromics and sunlenses to the same customer. Here, the second sunglass takes the place of clip-ons. "Clips are not the way to go anymore," says Soltan, whose photochromic sales have grown from one to 20 percent of total sales in the last five years.

A dual purchase of photochromics and sunlenses suits the customer who appreciates the features and benefits of lenses that change, but also wants something darker for particularly sunny days.

Signature Eyewear's Ludlow sunglasses can be sold along with photochromics

According to a syndicated study by Health Products Research sponsored by Transitions, patients who wear photo-chromic lenses have a higher rate of sunglass ownership than people who wear clear or tinted lenses. Thus, dispensers would be smart to present prescription sunwear to patients who purchase photo-chromics.

The study found that 42 percent of patients who use photochromic lenses as their everyday eyewear also own prescription sunglasses. In contrast, only 30 percent of clear and tinted lens wearers own prescription sunglasses.

The study also found that sunglass ownership increases with age. For example, 35 percent of those ages 40 to 64 own prescription sunglasses, and that increases to 40 percent for those over 65.

Richard Bohn, OD, has offices in Oceanside and Merrick, N.Y. Being located near beach communities on New York's Long Island has afforded him the opportunity to build a successful sunglass business--part of which includes second-pair sales of prescription sunwear to those buying photochromics as their everyday eyewear. He says about 12 percent of his customers walk out the door with both pairs of eyewear.

Why is this second-pair business possible during the current economic climate? "I think it is increasing because of the consumer's awareness of the dangers of the sun and their education about products available on the market," says Bohn. "I have been promoting ultra-violet protection for years now."

This awareness has helped Bohn increase his photochromics sales as well. "I sell about 150 pairs in the one location each month," he says. "In the other store, we sell between 60 and 70 pair. I like to sell photochromics with anti-reflective coating as a package. We don't have a problem selling this package, and I believe it is my enthusiasm for the product that shows through."