RX SUNGLASS TRACTION

Making Rx Sun
SALES SHINE

HOW PRESCRIPTION SUNGLASSES CAN GROW BUSINESS AND SOLIDIFY PATIENT RELATIONS

BY LINDSEY GETZ

Rx sunwear has continued to gain traction, and most eyecare professionals agree it’s a trend that’s not going away. Patients are better educated about protecting their eyes and the options available, and many are seeking out the category on their own.

Bonnie DeMark, CPOA, ABOC, of Family Eyecare Specialists, says that the four-location practice’s sunwear business has continued to grow every year. In fact, Rx sunwear currently accounts for as much as 18% at the Idaho-based practice. DeMark says that one of the reasons behind the category’s success is that doctors don’t just recommend sunwear to patients, they prescribe it.

POSITIONING AND PRESENTATION

Patients are taught from the start to view prescription sunwear as a medical device instead of an option, says DeMark. Selection also plays a big role.

“We have one of the largest selections of sunwear—for everyone from infants to senior patients—in our surrounding area,” DeMark adds. “Our selection is complete with the most fashionable and trendy, as well as the most well-known, product lines.”

Salvatore Sampino, practice manager, Malibu Eye Center Optometry in Malibu, CA, says that the category has always been popular, but he certainly sees it growing. As more patients recognize the benefits, they keep coming back for more. Sampino says he spends time speaking about the category and that has paid off, too.

“People come here in the first place because they appreciate our expertise,” he adds. “They’re not the same people who are buying their sunwear online. They value advice and want to be able to ask questions and get answers.”

DISPLAY DYNAMICS

The sale of Rx sunwear is also assisted by store layout and displays.

• MERCEDES MINDSET: Paul Lucca, owner/optician of Vutt Sunglasses in Burlington, NJ, says that he has adopted the same philosophy that a car dealer might use—that you would never keep your Mercedes in the back.

“Even though you’re selling a lot more Yugos than Mercedes, you wouldn’t put the Yugo on prominent display,” Lucca says. “The same applies to sunwear. The best goes in the front while the old goes in back. You always want to show that your business is thriving, and you can do that by prominently displaying the newest pieces that pull people in—even if it’s not what they ultimately buy. I also rotate displays regularly which makes it look like we’re constantly getting new arrivals and encourages shoppers to return.”

• DISPLAYING BY DESIGNER: For Sally Halim, O.D., owner of Village Eyecare in Woolwich, NJ, sunwear has always had a designated space so that patients are able to easily spot the category. “We group each brand by designer to make the selection process easier for the patient,” Dr. Halim adds. “Plaques of the brands we carry are also scattered throughout the office—including in the hallway near the exam rooms—to remind patients of the sunglasses and ophthalmic eyewear that we carry.”

• SUNWEAR CENTER: Having sunwear prominently displayed has also worked well for Tom Collins, owner of Market Square Optical Shoppe in Newburyport, MA. He says that sunwear can get lost when inter-mixed with ophthalmic styles. It’s simply not noticeable. That’s why he created a designated sunglass center. He says that giving sunwear a presence in his store has helped the category grow to approximately 30% of his business.

“When you walk in and automatically see sunwear, it attracts you,” Collins says. “People walk over and check it out. We give it dedicated space, and the bigger manufacturers have their own cases, as we do find that many shoppers are very brand aware.”

TRAINING TACTICS

Education is also critical when it comes to prescription sunwear. Staff needs to be educated in order to educate the patients, says Dr. Halim, who says everyone in her office—from doctor to staff—understands and emphasizes the importance of sunwear.

DeMark adds that Family Eyecare Specialists recruits reps whenever possible to assist with staff training. Sunwear training is scheduled at least once a quarter and includes all staff, she stresses. “Every team member needs to be educated in regards to the benefit of sunwear for all patients,” DeMark says. “There is also a lot of online training we encourage staff to participate in, as well as keeping up with industry publications.”

While education will hopefully drive patients to recognize the importance of sunwear, Lucca says, “We find insurance plays a significant role in the selection of prescription sunwear.”

There’s no doubt that education is already happening on a larger scale. Collins says that people come in already concerned about issues like macular degeneration and cataracts. In his region—the outskirts of Boston—people do a lot of commuting and they understand the need to protect their eyes from the sun. He says that better-educated customers have helped drive more sales.

Sampino adds that the changing perception of Rx sunwear has also made a big difference. “The stigma is gone,” he says. “People no longer view wearing prescription sunwear as a handicap. It’s fashionable. The designers have helped take a medical device and turn it into a fashion statement. That’s been huge for the category and for us.”

Tod’s style TO0152 by Marcolin

Costa style Cortez

Polaroid style 2009s from Safilo

Tura style 050

Derek Lam style Lafayette from Modo