AR lenses are now tougher and easier to clean. Image courtesy of iCoat

Most ECPs offer AR in good, better, and best categories, and most manufacturers feature tiers or a family of AR products. Several wholesale laboratories feature their own proprietary AR, while some large retailers and independent ECPs utilize in-office AR units.

WHAT WE DO

Those ECPs who offer various levels of AR do it for competitive reasons, points out Gary Scheer, optician-owner of Alvernon Optical with nine locations in the Tucson, Ariz. area.

"We offer three different types of AR. You have to offer a choice to remain competitive," he says.

Catering to price conscious consumers is key and can yield dollar results thanks to upselling, notes Shirley Earley, optician at Ritter-Hagee Doctors of Optometry with locations in Deer Park and Maineville, Ohio.

"We offer both premium and basic AR at our practice. Many consumers are price conscious and go for the inexpensive option. A smaller percentage, especially those with insurance, go for the premium AR simply because of the discounted price."

HOW WE DO IT

Education is a must when it comes to AR and explaining different performance levels and price points. "Through the years, we've educated our patients about the importance of glare. Therefore, AR is an easy sell," says Earley. "We educate new patients joining the practice and hope to instill trust that we are there to offer them the best products for the best possible vision."

Educating patients on premium AR benefits means the practice usually gains a premium AR sale. Also, educating new AR wearers and re-educating previous unsuccessful AR wearers on how to care for their AR lenses helps enhance everyone's satisfaction, patients and ECPs alike.

"We explain the benefits of premium AR product, such as better durability and easy cleaning, and customers will almost always go with the premium AR once they've been educated on the benefits," says Gary Scheer. "We offer different cleaning systems. We recommend liquid cleaner; we also offer a large cleaning cloth for home use and a smaller cleaning cloth for a pocket or purse."

Brand is a powerful driver in the AR marketplace. Companies promote brand recognition with ECPs and patients and ECPs promote brands to patients. Driven by manufacturer or ECP external advertising as well as internal promotion, patients are asking for specific products by name at their appointments.

Letting people know that you have the AR brands they are seeking, or a good alternative, is the last piece of the puzzle. "We promote AR in our stores by using posters, flyers, brochures, and demonstration units," says Lawrence "Tom" Graves, optician-owner of Schaff Opticians with locations in Greenfield, Mass., and Brattleboro, Vt.

Whether promoting AR externally with advertising in local newspapers or promoting AR internally using brochures, AR awareness is what ties it all together.