2 ECPs share how introducing financing with credit cards can play a huge role in growing business. Part 2 of the COT! series on financing options.

TIMES HAVE CHANGED. “Providing the option to pay with a credit card is becoming less a courtesy and more an expectation,” says Anita Campbell of Small Business Trends.

ECP TAKE

How important are they? “We’d be dead in the water if we didn’t take credit cards,” says Sterling franchisee Gary Kaschak, whose mall location is in North Wales, PA. “Credit cards account for over 90% of our business. And the CareCredit credit card has a special place, almost like a niche market unto itself. Our CareCredit sales have mostly been over $500 per sale—well worth taking, for sure.”

CORPORATE TAKE

That’s one franchisee’s take. But, what do executives at the corporate level have to say? “Financing has been used so successfully by so many other retailers, and it has worked for us,” explains Katy Hanson, director of marketing strategy and planning at Eyemart Express. “Eyewear is something consumers will use every day, so they should get the style, upgrades, and quality they want. Financing through CareCredit (subject to credit approval) helps make that happen.”

IN-STORE MESSAGING

At most corporate locations, credit card messaging is presented to patients at multiple touch points—almost always at both the front door and register.

Is placement that important? “Yes,” says Kaschak. “For CareCredit, we have a tabletop display near our busiest frame board.”

COT! —Stephanie K. De Long