Last Word
Oops, I did it again
by Erinn Morgan

Chet Steinmetz, Visual Effects Optical
Duane Snyder, OD, Davison Road Optical
Robert M. Easton, Jr., OD, Easton Eyecare

This Eyecare Business column invites ECPs across the country to respond to questions related to the eyecare industry. This month's question: "What is one of the more unusual or creative answers you've been given explaining how a patient broke his or her eyewear?"

Not long after I opened my shop about 15 years ago, one of my clients came in with his glasses, and they were completely mangled but still in one solid piece. He said, "I need a new pair," and I said, "You sure do."

I asked him what happened. He told me he had an argument with his ex-wife and she took his glasses and just twisted them up like that in anger. They really looked amazing—like a sculpture.

In fact, I kept the frames on my counter for about a year because they really looked like a piece of art.

He did buy a new pair of frames that day, but it wasn't covered under any guarantee.

— Chet Steinmetz, Visual Effects Optical, Chicago

A patient wanted to adjust his plastic frames, and to warm them he placed the glasses in the microwave oven.

The patient did not consider the metal core of the temples and the hinge. As a result, the plastic melted and deteriorated around the metal, complete with sound effects and sparks from the microwave. The oven was also damaged in the process.

—Duane Snyder, OD, Davison Road Optical, Inc., in Lockport, N.Y., and Newfane Family Eyecare in Newfane, N.Y.

I have one patient who put his glasses, which were in the case, on top of his car when he was leaving his house. He forgot them there and drove away. All day he was looking for his glasses. He came home that night and noticed there was something flat on his driveway—his glass case with his glasses in it. He had run over them that morning with his car. Neither the lenses nor the frame had broken because the frame was inside a hard case. The only damage was that the case was demolished and the metal frame was a bit bent. — Robert M. Easton, Jr., OD, Easton Eyecare, Ft. Lauderdale, Fla.

 If you have stories to share or topics you'd like to see us address, send an E-mail to editor@eyecarebusiness.com.

something in return

A recent study found that retailers who want to build customer loyalty should focus on making their return policies more convenient. In fact, many consumers strongly consider a retailer's return policy when deciding where to shop, according to the survey, conducted by Rochester, N.Y.-based market research firm Harris Interactive, Inc.

The results showed that about 85 percent of consumers said they are not likely to shop with a retailer again if the return process has proven to be inconvenient.

In addition, about 88 percent of U.S. adults who have shopped online or through catalogs say a convenient return process is important when making purchase decisions.

An overwhelming majority of adults polled—nearly 92 percent—are likely to shop again with an online or catalog retailer if the return process is convenient.

Retailers who recognize returns as an important point for their consumers can use specific promotions during the return process to help improve customer loyalty and increase sales, according to Harris.