LENS CENTER

Lens Display Guide

A roundup of the where's, why's, and how's of lens display

By Erinn Morgan

Your dispensary likely has hundreds (if not more) of frames on display. But, does it feature any lenses? If lenses aren't making a splash in your office, it may be time to perk up your merchandising strategy.

“If you look at the typical office today, around 50 percent of total practice revenue comes from lenses,” says Bob Colucci, chairman of the Vision Council's Lens Division and president of Essilor of America, Inc.'s Independent Distribution Division. “The vast majority of dispensaries are predominantly displaying frames, but what about lenses?”

Ennco Display Systems' wall-mount lens center shows a full range of product options. Image courtesy of Ennco

DEMOS AND DOLLARS

A 2010 shopper insight study conducted by Transitions Optical found that patients are more likely to purchase Transitions lenses when given a visual demonstration. When respondents were asked what was most influential in selecting their lenses, they rated the discussion with the optician (40 percent), the discussion with the doctor (36 percent), and the discussion with an optical associate (15 percent) as the highest. Imagine the possibilities if ECPs can combine the lens discussion with the merchandising of lenses on a display unit.

“The eyecare professional's recommendation is a powerful motivator that is made even more impactful when complemented by a visual demonstration,” says Dawn West, business manager at Transitions Optical, Inc.

Lens displays can demonstrate the benefits of using better materials and coatings. “It shows why premium lenses are worth buying up to,” says Carmen Sevilla, membership and meetings director at the Optical Laboratories Association. “It's easy for the consumer to understand and a great way for ECPs to improve sales.”

Today, the lens displays available to ECPs include those available from optical display and design companies. What's right for your office?

LOCATION, LOCATION, LOCATION

Where should ECPs place lens centers for maximum exposure to patients? According to Lori Estrada, designer at Fashion Optical Display, countertop displays are most effective when placed front and center on the dispensing table.

“The optician can easily access the demonstration lenses when patients are selecting and ordering their frames and lenses,” she says.

Wall-mounted lens centers are sometimes set up in the reception area for casual viewing by all waiting patients, but Estrada suggests ECPs will get the most bang for their buck by placing these displays as close to dispensing tables as possible. “It should at least be centrally located within the frame selection area so patients can easily view it.”

Following is a sampling of non-branded lens displays available on the market from display companies today.

ENNCO FRAMED LENS CENTER

PRODUCT: A wall-mount option, Ennco's framed lens display incorporates the company's proprietary 55mm Lens Handle, a fingerprint-free display handle that holds 55mm lenses edged with a v-bevel.

Ennco president Jan Ennis suggests this lens center also works well in the exam room, especially for educating patients on the merits of aspheric and specialty lenses. Lens samples are displayed against a black background, tints are shown against a white background, and the lens center is trimmed in a cherry wood finish.

CAPACITY: Small Lens Center holds eight lenses and eight tints; Large Lens Center holds 16 lenses and 16 tints.

COST: Small Lens Center (12.5″ × 22.5″), $300; Large Lens Center (24″ × 22.5″), $400. Prices include ground freight shipping to the lower 48 states; Lens Handles cost $2 each.

INFO: ennco.com, 800-833-6626

EYE DESIGNS LENS CENTER

PRODUCT: Constructed of white melamine backer board, this space-saving lens display features three scalloped acrylic shelves with nine slots to insert featured lens selections. Eye Designs' Lens Center panel can be easily inserted into any frame display.

It is also part of the Eye Designs Versa Merchandising System, which “helps educate and improve the patient experience” and encourages upgrades and multiple-pair sales, according to Andrew Fader, director of marketing.

CAPACITY: Nine lenses
COST: $67.95
INFO: eyedesigns.com (click on the Accessory Shop)

Lens display options include EyeDesign's lens center (above) and Fashion Optical Display's rotator (below)

FASHION OPTICAL DISPLAY COUNTER ROTATOR LENS CENTER

PRODUCT: Available in white or black Plexiglas, this rotating lens center is designed to fit directly on either a single or double dispensing station. With clearly marked lens options and space for brochures, this lens center helps educate patients right at the table where they are working with an optician.

CAPACITY: Holds up to six tinted lenses on one panel and nine comparative eyeglasses.
COST: $400 (includes UPS Ground shipping)
INFO: fashionoptical.com, 800-824-4106 EB