buyer's forum

Which Way?

by Amy Spiezio

Are you the kind of shopper who will go across town and back to get the best deal? Some shoppers clip their coupons and then hit the road, stopping at various destinations. Others figure their time and energy expenditure actually makes the monetary savings a wash.

Stocking up on value eyewear is similar. You can take many routes to develop your inventory—work with specialists, work with full line reps, or even head off to Asia to do it yourself. But the most important thing you can do is look at your options. Ask yourself if the value eyewear you are stocking reflects your practice. If not, it's time to reconsider how you are choosing product. As designs for value eyewear improve, be sure that you cover your basics and then add in a few cutting-edge options that draw inspiration from frames on the pricey side of the board.

The portion of the inventory that costs the least may actually be the most important for you to consider. It provides a solid source of revenue, even for managed care patients. And it has huge potential for multiple-pair sales.

Most importantly, although patients may be looking to save a little on the bottom line, they still expect the same quality. Giveaway eyewear may please shoppers at first, but when the frames don't last from one exam to the next, their satisfaction will turn to disappointment and their eyewear budget will turn to another dispensary.