LENS BUYING

He Said, She Said

Two sexes. Two ODs. Two sets of answers to questions about how men vs. women shop for spectacle lenses

BY STEPHANIE K. DE LONG

All of us know the sexes respond differently to the shopping experience and are driven to buy by different motivators.

This month, we decided to dig even deeper and find out how two well-known optometrists—Jack Schaeffer, O.D., and Carol Record, O.D.—answered the same questions about how their sex selects lenses.

Dr. Record reflects on how women in her practice buy lenses, and Dr. Schaeffer answers the same questions about how male patients purchase spectacle lenses at his 15 locations. Both consulted with their dispensers on the subject as well.

HE SAID…

Jack Schaeffer, O.D.

Schaeffer Eye Center has 15 locations across Alabama. Owner Jack Schaeffer, O.D., talks to EB about how men’s spectacle lens purchasing habits are different from women’s. Before answering, he polled his staff (whom he calls “associates”) for their thoughts as well.

Like Dr. Record, he stresses, “You can’t judge a person just by what sex they are, by what they look like, or how they are dressed. The key is when you meet your patient/customer, assess them to determine what it is they truly want to accomplish.”

How do men shop for lenses?

Jack: Men focus more on lenses than women. They like details and explanations about how and why lenses work. They occasionally already know what features they want. They more often than women opt for all the offered options.

What do men want in their lenses? How is that different?

Jack: Men like comfort in their glasses, while women are more style conscious. More women will prefer a fashionable sunglass as opposed to a typical man who is happy with one pair that has photochromic lenses so he doesn’t have to keep up with two pair of glasses.

What types of lenses do you sell more to men than women?

Jack: Men look for lighter-weight lenses and photochromics.

Is there a difference in preference for tints or treatments?

Jack: Men tend to like polarization and specific tints. They are less self-conscious, especially when it comes to blue-blocker anti-reflective coatings. They don’t mind a purple reflection to those treatments, as men are focused on the protection they provide.

What about sales of sunwear and sports eyewear?

Jack: Men often know a bit more than women about sunwear options for sports and everyday activity. Almost all seem to know the difference between polarized and non-polarized, and they all know which of the two they prefer.

The average female, however, is not looking for sports eyewear and doesn’t care as much about polarization. To them, however, sunwear is a fashion item.

Do men respond differently to lens information?

Jack: Men like to know the how and why more than women. They also like details about the lens materials. Women want style; men want the latest materials.

SHE SAID…

Carol Record, O.D.

With input from the five opticians from her two locations in Charlottesville, VA, Dr. Record answered our questions with one caveat: “Differences are often based more on occupation, education, and lifestyle preferences than gender. Some men are more fashion conscious than women. Some women are more tech savvy than men.”

How do women shop for lenses?

Carol: I will often prescribe certain features in the exam room, making the lens selection process easier for the patient and the optician. We have found that women are very accepting of the recommendations whereas men often want to know how the lenses work to address their needs.

What do women want in their lenses? How is that different from men?

Carol: Women often want lenses that provide the best near vision. Men want scratch resistance and durability. Women don’t necessarily focus on the latest and greatest products, whereas men often do.

What types of lenses do you sell more to women?

Carol: Our women tend to prefer prescription sunglasses to photochromics. Middle-aged to older men purchase more photochromic lenses. We do not see that difference in children. Parents want them to wear photochromics.

Is there a difference in preference for tints or treatments?

Carol: Women are not fond of the purple color of blue-blocking AR for general-purpose glasses. They want the clearest, least tinted lens possible. The color of the AR is not an issue for computer glasses, though.

Men, on the other hand, are more accepting of blue-blocking AR when they understand how the lens helps their performance and protects their eyes. Male gamers will embrace any color lens if it gives them an edge on performance!

What about sales of sunwear and sports eyewear?

Carol: In my practices, women purchase more prescription sunglasses. And women who need performance sunwear will also purchase fashion sunwear. For men, prescription sunwear weighs more heavily on performance.

Do women respond differently to lens information?

Carol: Many women do not care to know how a product works, but one should NEVER assume a woman does not want to know. That could be very offensive. At the same time, women will ask more questions about price than men.

MORE MORSELS…MEN VS. WOMEN

Here are a few more dispensing pointers from our two O.D.s.

Women Share Complaints

Women are more willing to offer what is bothering them than men. Women complain more about computer eye strain, dry eyes, and night driving vision than men. Men will…but only if asked the right questions!

—Carol Record, O.D.

Frames or Lenses First?

We present frames first 80% of the time. When it comes to lenses, a male technocrat/engineer is going to want to know everything about a lens while women often lean more toward trusting their eyewear consultant to pick the best product for them.

—Jack Schaeffer, O.D.

Same for Everybody

We must be careful not to assume or offer products based on gender. In my office we try to present the same information to both women and men.

—Carol Record, O.D.

Talking Lens Brands

Only about 20% of patients—evenly split between men and women—ask for lenses by brand. Mentioning lens brands is very important for us, because we have to educate patients on why one lens brand is different from another and what the difference is between a $100 and a $700 lens.

—Jack Schaeffer, O.D.