Advertisement

PentaVision

Eyecare Business

Article

EDITOR'S LETTER

Craving for...

Eyecare Business April 1, 2005

EDITOR'S LETTER
Craving for...

Americans may be over-carbed and caloried, but when it comes to purchasing products, studies show they're starved for information. And, nowhere is that more true than with sports eyewear.

Yet many ECPs think consumers don't want to learn about the technology behind products or how advances will help them achieve their goals. In the case of sports eyewear, that goal is athletic excellence. But the fact is that avid athletes are also avid readers on the latest gear for their sport. And they spend to win.

I often hear ECPs say they can't compete with chains in the sports eyewear game. That's fallacious on many counts. One, it doesn't take the growing Rx category into consideration. Two, it reflects a decision to not serve all the needs of your patient base. Three, it ignores the fact that you are a much better source of information than an hourly worker at a sports-only location. And, four, it certainly doesn't take into account the fact that consumers want more information.

Several years ago, a survey showed that nearly 70 percent of eyewear consumers wanted to know more about products and technology. EB followed up with a survey of ECPs. When asked the same question, only 30 percent of opticians and doctors surveyed thought their patients wanted more information. Talk about a disconnect!

The solution can be simple: Start small by inventorying AND merchandising just a little sports-specific eyewear.  But, don't forget that product alone is not he answer.  It's all about education and meeting that consumer craving for information.

Sincerely,

Stephanie K. De Long
Editor-in-Chief

 

What to Read Next