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Strategy   URGENT - Need Help Fast!  
 
This question has been closed, and points have been awarded.
Marketing Ideas For Discount Retail Optical Stores
Posted By: cambridge on 11/13/2006 1:30 AM (CST) 2500 Points
I would be grateful for suggestions for how we might better position a new discount retail optical store (which we hope to grow into a chain of stores), to differentiate our business and service offering. What should we be offering-- what can we say and do and how should we say and do this--to better position us in the marketplace?

The stores will be approximately 3500 to 4000 square feet in size and located in suburban strip shopping centers in the Southwestern U.S. We expect to enter the market gradually- with one or two stores in each area that will need to stand on their own success and enable us to grow over time. We plan to target mid-size cities with populations of 80,000 to 500,000, which will typically already have some (but not an abundance of) competitive stores. Stores will be full service, including an optometrist and optical lab on premises, and offer one hour service. They will also offer a large selection of eyeglass frames, including many designer brands, at prices that are significantly lower than other optical chains. Typical price points for eyeglass frames will be $25 to $70. Contact lenses will also be sold at very competitive prices.

The stores’ hallmarks will be personalized service, glasses prepared in one hour, large selection of frames, low prices and great quality, with satisfaction guaranteed.

I would be grateful for any ideas and suggestions relating to marketing strategies, articulating our positioning, customer acquisition and retention, etc.

Posted by: shghosh Accepted Answer
11/13/2006 1:44 AM (CST)
Well you should select one parameter- say 1 hour turn around time as your USP. Position the store around turn around time and make all the marketing material, advertisements etc around the 1 hour timeline.

Have in-shop cafes and reading corners to spend this 1 hour.

To start with and get good PR at each local store opening- have a senior citizen free check up. Tie up with some local school - distribute coupons to students for free eye check up. Sponsor a local teen beauty pageant with your contact lens brand.

Also, make sure that for a discount store you always have deals and promotions galore:

1. Buy one pair of eyeglasses-Get the second pair FREE
2. Pay just $29.00 for your next Eye Exam!
3. 20% off on eye glasses set or second pair of eyeglasses free with single vision special selection only etc etc
 
Posted by: wnelson Accepted Answer
11/13/2006 7:26 AM (CST)
The optical industry is very difficult from two dimensions: Competition and insurance. From a competitive standpoint, you have many well established chains already and many more "mom-and-pop" shops all around. The market is very mature and everyone has already established the obvious differentiators like "One Hour Service." What would be different about your One Hour Service?

Insurance makes it very difficult. Optomologists make about $45 per patient for an exam. That's it. Vision insurance is a loss-leader for the insurance industry. What they have been doing is buying optician companies and making the patients send away for the frames and lenses. The optometrists have a "display case" of frame choices, write a prescription, and send it away to the place specified by the insurance. Of course, you can offer "up-selling" and get the patient to pay out of their pocket. But, then we get back to the differentiating.

I suggest you back down from "Urgent," step back, and take a look at the market before you proceed. This is not a marketing problem in the sense that we can come up with catchy tag lines, ad content, PR, and events. This is a business problem. You need a solid strategy to proceed. Here are some steps in developing your marketing strategy:

MARKETING STRATEGY
The strategy consists of two steps - analysis and direction setting

  • analysis
    • Customer and Market
      • who are your customers? what are their needs?

      • what are the influencers in the part of the decision process - those words and images that affect the emotional part of the decision making process?

      • what media do they go to to find out about your products and services to satisfy the intellectual part of the decision process?

      • how would you divide these customers into segments so you can focus on the segment that best matches your capabilities to satisfy their needs?

    • Competitors (this is really key to your problem!)
      • what are their strengths and weaknesses?

      • how well do they satisfy the customers' needs and where do they miss?

      • take a good look at how the competition is organized around the insurance industry and how the insurance IS your competition. How do they meet and fail to meet the customers' needs? What is their effect on "independents?"

    • Your Company (also very key to your situation!)
      • what are your strengths, weaknesses, opportunities, and threats?

      • what are your core competencies - what do you do better than anyone else in the industry?

      • what are your unique selling points (USPs)

  • direction setting
    • Competitive Actions
      • how can you leverage your strengths to exploit your competitors' weaknesses?

      • how can you make your weaknesses into strengths?

      • how can you recast your competitors' strengths into weaknesses?

    • SWOT Actions
      • look for actions where strengths align with opportunities - these are the "base strategies" and you should spend most of your time/resource executing these actions

      • where weaknesses align with threats, develop actions to overcome the weaknesses - these are "survival strategies" - spend much time and resources here.

      • where weaknesses align with opportunities, develop plans to overcome your weaknesses and these become "expansion strategies." Use your "leftover" resources here.
        where strengths align with threats, develop plans here and monitor - these are "defensive strategies"

    • Product/Service Strategy
      • Given your customers' needs, your core competencies, your unique selling points, and your competitors' strengths and weaknesses, develop a product/service strategy to take advantage of your strengths to satisfy customers' needs better than your competitors

    • Position Statement - develop a statement for guiding your marketing activities:
      • Placement within a market segment – In which segments does the product/service play?

      • Placement of the product relative to other products/services categories and application – What are upstream and downstream in the supply chain with respect to the product/service? Is the product/service high value or low value with respect to other product/services used by the customers?

      • Placement versus competitors' products/services – How well does the product/service satisfy the customers’ needs versus the competition?

      • Placement of the product/services in terms of features and benefits - Is the product/service high performance or basic in features and benefits? What is the value proposition for the product/service versus the competitors?

      • Placement in the sales channel – How is the product sold by whom to whom?

      • Placement in the minds of decision makers and influencers – For those who make the “buy” decision, is the product/service critical or a commodity? Does it represent a major determiner for success and therefore involved in a major part of their daily activities for buyers and influencers?

    • Brand Strategy - Develop brand rules (this will help you look professional to combat this Goliath):
      • Name (both company and product/service)

      • Logo

      • Product/service characteristics - colors, features, quality

      • Packaging and packaging characteristics (colors, font styling, logo and logo placement)

      • Tag lines


I hope this helps.

Wayde
 
Posted by: panfred* Accepted Answer
11/13/2006 8:25 AM (CST)

Good vision for Yours customers - if, You provide:
- interesting design in showrooms
- consultancy
- different offer for each groups: older people, businessman, younger (coloured contact lenses), sportsman

Like was said, it's hard market, strongly connected with doctors . What You could try is CELEBRITY style with posters presenting famous Celebes's wearing stuff from Your shelves. All this TV / Hollywood style will be attracting for all because all watching TV and movies so they will be interested to check what Celebes's choosing.

Hope helps, if You will need development of this idea, just ask!

Greetings, Panfred
 
Posted by: jamie Accepted Answer
11/13/2006 11:30 AM (CST)
It appears that the key word in your plan is "discount". So you can go in and establish a bare bones price position. But in general those who are already there can match you and put you away fast with a few well timed discount mailings and promotions. So instead of saying, we are cheaper, you think of a different benefit:

Two new you's. Come buy two new looks...ie, buy two pairs -- an everyday pair and a cool pair for socializing.

Also, I have been to a number of places and the personal service is nice. A manager has done well to go the extra mile with our family -- working hard to get my son into the right kinds of sports glases, etc. I won't go into unnecessaary details, but they did more than was required and it was helpful in keeping our repeat business.

But most places are focused on what they sell instead of what some customers want to buy. They need to see better, but they want to look cool.

I can tell you as life-long wearer of glasses something that has always annoyed me. You go to get glasses. You try on new frames. There is no correction in them. You look in a mirror. If you are requiring a lot of correction, you cannot see yourself. It is all a blur. So you cannot see what you are buying and you are either taking orders from your spouse or you are listening to some stranger tell you what to wear on your face for the next year or two.

Better to take a picture of my face in the store. Let me play with a computer with different frames. Your service people can still give me advice, we can do it together, but I can see for myself how others will see me. That would be kind of neat, and maybe I would buy two pairs, or a pair of sunglasses to with with the regular ones.

Just a few ideas. Good luck to you.
 
Posted by: Rita Wilhelm Accepted Answer
11/13/2006 2:03 PM (CST)
I have a friend, Scott Degraffenreid who is a mathematician and a social network architect.

He has developed what is called the N.U.D.E. Model.
http://www.necessarymeasures.com/index_3-18-06_004.htm

He says for people to really start referring your business, you have to be high in each of the following components:

N- Novelty
U- Utility
D- Dependability
E- Economy

In his seminars and book, he gives examples of Novelty. Example- Here in Denver we have a water delivery company ( Highlands Water ) in which the delivery guys wear Kilts. It's different enough that people start talking about it.

Since you have a good size location, and since people will probably have to wait for their glasses to finish up, how about doing something novel like creating a 'doggy playdate area', where people can bring their dogs to play while they wait.




 
Posted by: cambridge Author Response
11/13/2006 2:10 PM (CST)
Thank you all for your excellent comments and suggestions.

To answer some of the questions that have been posed (as well as perhaps raise others), my decision to enter this space has been predicated on experience working with other optical chains and large big box stores.

I have found that, particularly in smaller cities, there seems to be a market opportunity for stores that focus on the lower price points. The big box retailers --Walmart, etc-- are active in this space, but tend to offer smaller selections and a more impersonal service environment.

On the insurance question, I have established accounts with the major vision insurance plans.

The customer segmentation and targeting question has been somewhat difficult for me to address. I recognize the importance of this exercise, but am not sure how I would do this beyond stating that our target market comprises customers who would like to get an excellent deal on their glasses, personalized service, and glasses in one hour or less. Our customers would also likely reside within a three to ten mile radius of our store (depending on our location vs. a vs. any competitors). Beyond noting that fashion forward consumers or people who desire high end designer frames are not our target market, I'm not sure if or how I would define or target our market more closely.

I am also not sure that it would be beneficial to select a narrower target market, given that our customers will likely live or work within a small radius from our location and that our stores will be based in smaller cities. Selecting a narrower market under these circumstances may reduce our revenue base to unprofitable levels. We may need to segment our market and create different appeals for each segment. I would be grateful for any suggestions on how I should approach this.

Chrissie's response about e-marketing raises an interesting question: is e-marketing effective for real-world retailers who are targeting discount-oriented (and perhaps given local demographies, lower-income) customers? Full page inserts and coupons in Sunday newspapers seem to comprise the bulk of the ad spend by other optical stores. I would be interested in your thoughts on this as well as other advertising vehicles.

Thank you again for your responses and suggestions. Please keep them coming.
 
Posted by: proeditor Accepted Answer
11/13/2006 4:09 PM (CST)
I have to say that the 1-hour thing does not attract me. In Atlanta, they are everywhere, and they never deliver my particular lens in an hour. I don't think people really believe they'll get their glasses in an hour. Maybe you can make them believe that, but there's already a bias against it, probably. (I never get my photos back an hour later from the 1-hour photo places either).

Jamie's idea about the computer is great, and I have never heard of an optical company doing it. THAT would differentiate you and provide a needed service. Plus it just sounds like fun. (I did it with hairstyles once at a hair salon, just to do it). You'd get good PR from it.

I just shopped all over town for my daughter's glasses. She's 20 and fashionable and had a definite idea of what she wanted. But her budget for frames was around $70. Not many great choices out there for that. I don't think any of the stores advertise "designer frames for less." The only places here that have unique glasses -- the kind that everyone asks you where you got them -- are the small, expensive boutique opticians. And by the way, since she only wanted one pair, the two-for-one offer wasn't a draw, and it's been around for a long time through Lenscrafters or one of those. (She ended up finding close to what she wanted at ForEyes, but their advertising didn't give us the expectation that they'd have anything different from anyone else).

The other thing you get at a smaller boutique is someone who can really help you choose the right glasses for your face. Those big box stores just don't have trained people. So maybe the story you can tell is boutique service for big box prices.

I also like the idea that others have posed for experience marketing -- have a cup of coffee or a coke while you pick out your glasses. Or home-baked cookies or fudge, something really special that could become your trademark, like the cookies at the Doubletree Hotel. The doggie play area or something unusual like that but appealing to people could work too.

I'd only look at an email if it came via American Express or Delta Airlines or someone else I do business with and trust.

 
Posted by: cambridge Author Response
11/13/2006 4:20 PM (CST)
Thank you, proeditor.

If we offered a guarantee offering your glasses free, if they're not ready in an hour, would this attract customers' attention and merit visiting our store? Is this a USP we could build our store around or are we better off focusing on other dimensions--designer frames for less, experience marketing-- along the lines of many of the responses above?
 
Posted by: proeditor Accepted Answer
11/13/2006 5:18 PM (CST)
Maybe the "or they're free" would appeal to a lot of people, but not me. I'd still suspect that there would be all kinds of exceptions (including my progressive lenses). I'd rather wait a few days and have more selection. With glasses, I'd guess it's selection, selection, selection. I have to wear these things, I want to look good!

One thing that would appeal to me would be one price for glasses that were "fully loaded" with options -- anti-reflective (especially the new one that's not supposed to smudge as easily), ultra light weight, thin, premium quality lens, tinting, breakage insurance, etc. Not sure whether anyone does that. The advertised price never seems to be the real price. And maybe you could offer to turn their old glasses into sunglasses for free.

Another thing: I order my contacts online, because that's the cheapest way to get them by far, except at Sam's Club. I used to get them from Sam's but it is too far away, so now I pay a bit more and get them delivered to my door. If you can sell contacts for online prices, that would be a draw. And every time I came in to get my disposable lenses (a few times a year), I'd be tempted to try on some glasses. (No one ever likes their current pair; they believe the perfect one is out there waiting for them... somewhere)!
 
Posted by: jamie Accepted Answer
11/13/2006 8:23 PM (CST)
I have never heard of the computer thing to try on different glasses but am guessing it is out there some where.

Mirror Mirror on the wall, who's the...

Or,

Icansee! Lookatme!

Rita, maybe your math wizard can also write code and you and Cambridge can hook up and differentiate his stores with a social website for trying on eye glasses.

Seriously, tho, shopping for glasses is not fun. If you can put fun into and and still be inexpensive but high quality, you might have a good point of difference. When you are a huge success and multimillionaire franchiser, remember us with stock options.

Cheers!
 
Posted by: proeditor Accepted Answer
11/14/2006 9:39 AM (CST)
Me again... I'm wondering why you've decided, "fashion forward consumers ... are not our target market"? Those people would just shop at existing discount opticians, wouldn't they? (especially if 1-hour service isn't a differentiator nor a big drawing card). It seems like you're narrowing your market drastically by eliminating fashion-forward people. When it comes to something you have to wear on your face every day, my guess is that people are more fashion conscious than they might be with their clothing.

Like I said before, the unmet need for me personally (even in a large city like Atlanta), is fashion combined with an expert to help me choose my glasses and a good discount on both glasses and contacts. And yes, I'd like it to be close to my home or work, but I would drive a little farther to get what I wanted. (If I have to drive farther, then 1-hour would be nice, so I wouldn't have to return).

I mentioned my daughter before, but I forgot to say that we purchased only the frames at ForEyes. We took them to our sorta boutique optician, because we perceived that the lenses were of better quality there. Not sure whether that notion is even correct, but when I got MY glasses from the boutique previously, there seemed to be a notable improvement in the quality compared to the pair I'd last purchased at Pearle. If you can truthfully offer a clearer lens (and more accurate filling of your prescription) at a low price, I think you could market that.

karen
 
Posted by: KathySmithFilms* Accepted Answer
11/15/2006 12:41 AM (CST)
Hi Cambridge,

I like Discount Designer Frames for individual Attitudes like celebrity styles, sports styles, NY designer styles & for kids only.

One section could have the $25.00 frames that imitate designers.
Another section with the discount designer frames up to $120 and
the ones in the locked case for those that want the real deal but
still at a discount.

Let customers know what vision definition is and the importance of choosing proper lens.

One thing measured here is depth perception which I got and WOW,
what a difference it made. Finally I got the right deal.

Last the big push in California is "Computer Lenses". (That's just a modern way of saying close up lenses). When I got these it was completely soothing to the eye and felt safe even with the flat screen.

When I produced a DVD for an eye doctor to sell his practice putting out the video to buyers helped sell his practice in a week as we created success stories and what vision tech is used on a looped dvd with examples of the lens or the exercises and how the exam machine works to help get the customer enlightened. Putting out a bit of "entertainment" gives you more altitude and presence as being a leader in your discount field. Anyway I'm just tossing out some ideas.
Good luck,
Kathy
 
Posted by: coupon man Accepted Answer
11/15/2006 12:44 AM (CST)
Howdy Cambridge!

I would recommend couponing be a huge part of your marketing.

Watch your competition's advertising VERY closely. Keep a list of their latest advertisied specials...and beat them! Maybe even GUARANTEE to beat them. This ties in will with the "discount" part of your concept.

Virtually all major optical chains utilize coupon advertising...because it works!

Here are a few suggested coupon offers:

• FREE or Low Price Exam
• $20-$40 OFF Prescription Eyeglasses or Contacts
• FREE Frames – Buy 1, Get 1 FREE
• Low Price Point on Frames or Contacts

Good Luck!

David Flash
Valpak of Austin
 
Posted by: Gunjit Accepted Answer
11/15/2006 2:46 AM (CST)
Hi

You plan to offer stuff on discounts specifically to target mid sized town populations who are not really willing to pay too much for something like glasses. This means that you are being their "friend" and respecting their values and making stuff affordable according to their own needs.

Since you are being empathetic to their needs and budgets, you are close to these families and can thus position yourself as a store "close to the hearts of families" or a "complete family store".

Giving discounts is one way of achieving this and that is what you already intend to do. Apart from this make your store look family friendly. Introduce schemes where customers can become members of your stores and then get discounts on future purchases. You can award them points equal to 10% of the purchase that they have made. Members could encash these points for future purchases from your store. This way you gain their loyalty and also make them come back again not only for purchases but also services. You could call your members "family members of the store" to drive the family store concept even more.

Frequent cards on christmas and new year and birthdays etc to your members make them feel you are with them and for them always. Do that.

Make your employees very empathetic to the customers so that people get a feeling of comfort and oneness even when they talk to your employees at the store.

A complete family store that makes stuff available at affordable prices and is with you always looks like a decent positioning to me.

Looking forward for your feedback so that I can try to help you in a more meaningful way.

Best of Luck!
 
Posted by: thinkmor Accepted Answer
11/15/2006 4:14 AM (CST)
Hi Cambridge

I would in principal agree with Wayde's approach to focus on establishing an effective, sustainable and differentiated strategy to market.

Your question stated "...for how we might better position a new discount retail optical store" and this key to remind of your objective.

The retail optical space is also crowded in the UK and every promotional tactic, as many stated above, have been done to death.

You really need to concentrate and invest time in researching your current/future customers and marketplace, both regionally and locally, and importantly customer perceptions from your target audience.

Positioning is totally in the minds of customers irrespective of how a brand projects it's value and propositions. It's up to the brand to not only differentiate with sustainable attractive proposition(s) but to attempt to gain position with a strong association/value in the minds of customers that they value. Are there any areas that are not competed in which customers will value?

You need to gain deep knowledge of your customers perceptions and buying behaviour. Understanding the current perceptions of your marketplace will help you really understand how customers see
(pardon the pun) current brand offering, how they make buying decisions, factors that influence their purchase, how customers currently perceive competitors in the marketplace compared to competitor positioning, why they buy from current competitors, what would persuade them to try another brand, the channels they use and prefer to use to research and purchase frometc+++

Yes, you can brainstorm ideas and some of them may be great but ultimately it is customers that decide whether a brand proposition is attractive enough to buy. Without doing the necessary research I don't know how you would propose to create a sustainable and differentiated brand strategy you could take forward to develop into a chain.

Resist the knee jerk reaction. Step back and invest time and resources in gaining a superior understanding of your customers/clients and why they buy and what would attract them to buy from another brand, you will increase your chances of success significantly.

Hope this helps.


Zahid Adil
 
Posted by: wnelson Accepted Answer
11/15/2006 8:35 AM (CST)
You state: "I have found that, particularly in smaller cities, there seems to be a market opportunity for stores that focus on the lower price points. The big box retailers --Walmart, etc-- are active in this space, but tend to offer smaller selections and a more impersonal service environment." I'm concerned for you in this venture. I am reading and seeing conflicts in what you are trying to do. The market on the "low price point" side is crowded and differentiation is low. If the answer to the problem is so simple as "provide more selection and more personal service" it would seem that at least one of the outlets would try to drive this home - at the very least in advertising. Sears and Walmart marketing professionals aren't exactly uninitiated in the craft and understand positioning very well.

The reason the stores associated with major retailers like Walmart and Sears have smaller selection and more impersonal service could be that at the "low price point" end of the market:
  1. The customers don't care because price is their key differentiator, not selection and service

  2. The costs associates with inventorying (space and inventory carrying cost) more selection is too high to be at the low cost end

  3. They are focusing on volume and low cost and more personal service costs more and slows them down.

Price leader strategy dictates you are also the low cost leader, or you don't survive. To be low cost, you have to have a cost conscious culture in every step of your operation. This is 180 degrees away from the Differentiated strategy - which concentrates on high value added.

Besides that, it's all about what the customers want, not what you see individually and think is the case. You can do the customer analysis now and invest wisely given the results or you can roll the dice and hope you have it right. If you roll the dice, you may hit it or you may find out you missed and have to put more money in to fix it...if you can get more money. Classic "pay-me-now, pay-me-later" scenario.

Wayde
 
Posted by: bigstarnow Accepted Answer
11/15/2006 11:54 AM (CST)
I would start with a model like Costco. The only thing you have that they don't is 1 hour turn around time. That is if you truly are a discount provider. Frankly I find the Optical industry to be a huge scam. If you can instill a sense of faith and trust in your customer you will be miles ahead of the competition. I can get a pair of Dolce and Gabanna glasses with UV coated, scratch resistent lenses at Costo for $144.00. Beat that with one hour turn around. I'll never shop anywhere else. The eye exam is $95 for contacts, $75 for glasses. My contacts were $64 for an entire year of disposables.

It would have cost me 3 times that at Lense Crafters, and all the other mall scammers optical shops.
 
Posted by: cambridge Author Response
11/15/2006 5:33 PM (CST)
Thank you all once again for your excellent suggestions and advice.

If I was to summarize some of the things I have been hearing (if only to make sure that I am reading/listening correctly):

1. Pricing should be readily understandable and transparent --to establish and strengthen customer trust and relationships. We should also offer easily understandable collateral materials and take the time to educate customers about the differences in the various types of lenses available to them. There is a perception among some consumers that optical stores engage in bait and switch tactics. We will need to prove that we're different.
2. Customers at all price points are fashion conscious with regard to the frames they put on their faces. We should offer and advertise designer-look alike or designer frames at discount prices.
3. A new discount retail optical store will need to address customer concerns about the quality of the frames and lenses being sold. Offer top quality, name brand lenses to allay this.
3. Create positive experiences that make the shopping experience easier as well as more entertaining, including Jamie's suggestion of taking pictures so customers can see what they look like in different frames. I have seen this used in a few stores, but they don't seem to advertise the service, perhaps out of concern about tying up salespeoples' time when there are several customers waiting to be served.
4. Advertising -newpaper, direct mail, billboards, email(?)- should incorporate continuing communications and discount price offers.
5. Reaction on this forum to the importance of the one hour feature seems to be mixed, with some suggesting this would be a great selling point and others dismissing it as a gimmick stores offer but don't live up to. (Which leads us to the question, would this be important if it wasn't a gimmick?)

This brings us to Zahid's and Wayde's recommendations about understanding our customers' needs and wants before we move forward. As I had noted in my previous response, I am in accord with the theory but unsure how I should go about doing this in practice. Please see the earlier author response I had posted.

If I'm not asking too much, please indulge me by continuing to keep your ideas and suggestions coming. They have been exceptionally helpful in shaping my thinking. I am truly very grateful to each of you.
 
Posted by: mcsten Accepted Answer
11/16/2006 12:31 PM (CST)
You have many potential target markets. I would suggest that you segment your target audience and deliver different messages to them. For the older price conscious, emphasize on low price and customer service. Selection and brand name for young professionals. And 1 hour turnaround and other quality for the ages in between. I'm not saying that you shouldn't mention all the benefits, but target the messages specifically.

Do some competitive research and listen to the consumers. Try to emphasize on what your large chain competitors lack (such as selection and service).

Hope this helps,
Molly
 
Posted by: mcsten Accepted Answer
11/16/2006 12:38 PM (CST)
Sorry for an add on:

Use the web. Build a good website. Capture emails and send on e-newsletters/updates. Give tips about face shape and type of glasses to choose. Talk about hair color and glasses. Address older generation concerns such as bi-focals...

What about trade-up for kids?

Offer online exclusive coupons and refer a friend feature. Referral programs and other partnership opportunities.

Thanks,
Molly
 
Posted by: KathySmithFilms* Accepted Answer
11/16/2006 2:03 PM (CST)
One question and concern of your public no matter the price is your staff being able to answer the key question:

DO THESE FRAMES LOOK GOOD ON ME?

It is tough to tell. It is important as it's like
buying a body part. It has to go with
the face shape, hair color, profession, eye color
and the client leaving your chair wants to
feel good that subjectively a perfect choice is made
with your objective help. Ask some past customers
or people that you know that wear glasses if
this is a prime factor too, and have that along
with the amazing advise above and one more
way of coming up with their answer that
you are the place to come to for a solution.
Surveys are the key to statistics moving upwards.
Kathy
 
Posted by: shouq.s Member Response
11/18/2006 2:16 AM (CST)
hello,

i have some ideas that might help just give me some time before you close the question because i cant write them now...

i will get back in the afternoon..

Thank you
shouq
 
Posted by: Mike Page Accepted Answer
11/18/2006 5:17 AM (CST)
I don't know if youv've had a look at the other side of the pond where I am. The top high street brands here are www.specsavers.co.uk & www.visionexpress.com & you may find some thing in their sites that helps you.

These brands emerged a few years back to undercut the old fashioned established optitian chains & have been very sucessful. However they are now competing with online stores like www.glassesdirect.co.uk . With these you get your eye test on the high street as normal - but take the prescription home & buy on-line.

To rub salt in the wound some stores offer free eye tests as a marketing aid - so you get your free eye test & buy from the on-line competition! - Makes it even cheaper!
 
Posted by: proeditor Accepted Answer
11/18/2006 8:19 AM (CST)
Cambridge, your post of 11/15 was an astute summary of all that's been thrown at you here! I'm impressed! I really like the idea of educating customers on lens quality and ensuring that yours offer the best visual clarity. I've never seen that addressed by any of the chain or big box stores.

You asked how to go about determining your customers' needs. I'll try to give you some ideas, though there are others here with more expertise in that area. Maybe this will prompt some of them to answer.

It really depends on your budget. Many of the standard research tools could work. For example, you could do focus groups in a selection of the cities you've targeted. Or surveys via phone, mail or email. If you can direct people online, there are good, inexpensive tools like www.surveymonkey.com. You could perhaps interview people coming out of competitors' stores, especially in malls. As most people have had frustrations when buying glasses, I suspect they'd be willing to talk to you. Perhaps you can work with eye doctors (MDs) who don't sell glasses -- give their patients a survey to complete or talk to them as they leave the office.

And don't forget that many of the posts here are from your "customers." My earlier postings were more from me as a customer than from me as a marketer. I'm sure you have many friends and acquaintances who can also give you a customer viewpoint.

As I thought about this again, I realized that the two most visible chains here are Pearle Optical and LensCrafters, and in my mind, there is no difference between the two. They both very often send flyers (often tucked in the newspaper) with coupons and pictures of attractive models wearing glasses. Each has several locations and the stores have a similar feel. They each have a pretty large selection, and their inventory of brands do vary, but neither store has anything but "run-of-the-mill" styles (I will go to both looking for glasses and buy from whichever store -- if any -- has a style that looks good on me and suits my personality. If I want something really different and the very latest style, I won't find it at either store).

Speaking again as a customer, I will say that looking back over the years and the frustrating quest for the perfect glasses, one experience does stand out. Several years ago, I bought a pair at LensCrafters, was disappointed in the way they looked on me and returned them for a full refund. No questions asked; it was a nice experience. I also remember that they sent a nice letter afterward with a survey to complete about my experience. Then I bought a pair at Pearle. I didn't like those any better, but that store only allowed me to exchange them for another pair, which I did... and also didn't like. I kept those because I was stuck with staying at Pearle. Now maybe that's a smart move on Pearle's part, because they got the sale. But LensCrafters had left me with a good feeling that I still have today. LensCrafters' hassle-free, money-back guarantee addresses that common fear of being stuck with the wrong glasses. So the next time I needed glasses, that's where I went first. (But didn't find any I liked).

One thing you didn't mention in your 11/15 summary was contacts. I think I may be the only one who brought them up. Would you be able to match online prices? That would be a big draw and brings in people regularly (I buy about 3 months worth of disposables at a time).

And another thought about helping people choose glasses. Going back to my daughter's story... Every store we went into, the sales people tried to give her opinions on what looked good on her (and she's beautiful so many glasses do). But no one was able to see that she was looking for something different, something to suit her personality and sense of style. So if you help educate people on which styles work best for their faces, perhaps you could also incorporate a personality and style quiz to help determine the "look" they want.

Hope this adds a little to your collection of ideas. It will be interesting to see how you solve all the problems!

karen
 
Posted by: proeditor Accepted Answer
11/18/2006 11:35 AM (CST)
Just after I posted my previous response, I opened the local newspaper and (lo and behold!) saw this article, "Get Eyeful Before You Buy Glasses." It summarizes research by Consumer Reports, so you may be able to find the whole report online. Here's a little about what I read:

It briefly explained basic lens types, advantages and costs. CR-39 plastic lenses range from $29-$129 for single-vision lenses; polycarbonate from $50-$180; thinner, high index polycarbonate for $49-$275; and the new Trivex for $100-$135. It said polycarbonate lenses have UV protection and scratch-resistant coatings included and that Trivex has those features plus better optical quality, but that lens is hard to find.

Interesting that there are such wide price ranges for the lenses except for Trivex; I assume because Trivex hasn't gotten into the competitive wars yet. They sound like the best option to me.

The article also says that the Consumer Reports survey of 92,000 subscribers gave Cotsco "high marks" for price and service. BJ's Optical and Sam's Club also scored high for low prices. "Smaller chains, independents and private medical offices provided the best service." "LensCrafters and Eyemart Express were tops for speed."

It stated that the Internet "is a great place to shop" and went into some detail about that, mentioning sites where you try on frames "virtually." (I personally, cannot imagine picking out frames online, but I might select them at a store and then try to find them cheaper online).

The article did not source the survey, but gave the web site: www.consumerreports.org
 
Posted by: cambridge Author Response
11/19/2006 1:46 PM (CST)
I continue to be overwhelmed by the incredible depth of kindness and help I have received on this forum.

To respond to some of the more recent postings:

Molly, thank you for the suggestions on targeting ads to different customer segments as well as web-based marketing and referral programs. Mike Page's post contained links to some terrific websites by optical stores.

Karen and Kathy both highlighted the critical importance of training sales staff to listen to customers and enabling them to assist customers in choosing frames that are right for them. Continuing education programs and weekly sales meetings will need to be a key component of our stores' operations. Each new shipment/style of frames will also require our working with our sales staff to ensure all of us understand styles that will serve particular needs and personalities. Follow up telephone calls and emails by sales staff to customers 2 to 4 weeks after their purchase will enable us to better guage how we're meeting our customers needs with our recommendations.

Karen, thank you again for all of your advice. The LensCrafter -style absolute guarantee is certainly the way to go for us--particularly given our focus on smaller markets, where reputation, word-of mouth and referrals will be key to our success. We had planned on offering contacts at online prices, but will take up your suggestion of advertising this more extensively (including on the web). We should give people the ability to order online (as they have become used to elsewhere), but enable them to pick up lenses at our store --providing them with quicker service than other online retailers can offer. I had seen the Consumer Reports article but am glad that you prompted me to read it again.

Thanks again for all your help. At Shouq's suggestion, I will continue to keep this question open for him as well as others.
 
Posted by: cambridge Author Response
11/21/2006 10:02 PM (CST)
Thank you all once again for taking the time to share your thoughts and advice. I am indeed very grateful. Your suggestions will go a long way in helping us develop and implement our marketing strategies.
 


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