WRITER Michelle Hauschild

Far from an optical version of “Do you want fries with that?”, upselling of optical accessories can provide your customers with the chance to express their individuality while also adding to your bottom line. And with so many new products to choose from, there’s really no downside.

There’s not much for your patients to do while waiting for their eye exam. Sure, they can scroll through their phones, or peruse the magazines on your counter, but unless they are in the market for a new pair of frames, there’s not much to catch their eye.

Optical accessories could change that, providing both an eye-catching display and your patients with the opportunity to style their look.

Once upon a time, optical accessories were limited to cases, cleaning cloths, and the chains your grandma used to keep her glasses around her neck. And while those items are still staples, boy, have they changed.

BRANDED ACCESSORIES

Providing your patients with complimentary glasses cases and cleaning cloths is a common way of ensuring they keep your practice name top of mind on a daily basis.

“The ability to include logos, slogans and company contact details on bespoke branded cases and cloths provides optometry practices with a unique opportunity to raise brand awareness each time customers put on or take off their optical frames,” said Sean Young, Marketing Manager for Optiqueline.

“A branded case or cloth should act as a functional optical accessory and an effective marketing tool. It should be a visual representation of the brand and its key demographic.

“Suppose the optical practice has a clean, sophisticated image. In that instance, the accessories should reflect this, achieved with a refined colour palette and a modern yet elegant font type embellished in silver or gold foil. If the demographic and store image skews youthful and fun, bold colours and a bright, assertive font are the best options,” Mr Young said.

EXPANDING CUSTOMERS’ OPTIONS

For Rick Good, from Good Optical Services, optical accessories are one way that independent optometrists can stand out from the competition – not just from the larger optical changes but also pharmacies and even fashion outlets.

You have to get ahead of your customers’ needs, Mr Good told mivision.

“You’ve got competition everywhere, you just have to be ready to upsell,” he said.

It’s one of the reasons why his family-operated company, Good Optical Services, sells only to optometry practices.

Independent practices “can’t fight on price” against the big chains, so they have got to improve and expand their offering, he said.

Coti Vision CEO Nancy Gries agreed that accessories provide practices with a business edge. She said the eyewear accessory industry “gives a greater voice to independent eyewear practices” as well as providing them with “the ability to market a new story, an experience that may not be offered at larger practices”.

“Our advice to business owners would be to create a collection of accessories in practice that they are passionate and proud of.

“This will make the upselling experience natural and also, the consumers will be drawn to the items through the energy and excitement. Look for curated collections that offer a difference and can be a conversation piece,” Ms Gries said.

She used the company’s Amore Italia collection of chains – handmade in Italy from recycled materials – as an example. “This focus on sustainability can add value to a practice offering, as well as differentiating from high-street traditional product offerings.”

Good Optical Services’ Marissa Good said the art of upselling is made easier by finding products that patients never knew they needed, and being proactive about anticipating their needs.

She used the example of a range of handmade glasses cases, that can be used to carry one or two pairs of glasses. Although originally designed to carry two, even three pairs of glasses, the case doubles as a clutch bag. One side of the case can be used for glasses, as intended, while credit cards, lipstick or perhaps keys could be held in the other.

Ms Good is particularly passionate about the optometry-only cosmetic and skincare range ‘Eyes are the Story’, which is designed for people with dry eye.

“There are some horrific chemicals in eye makeup, but this is a beautiful range of makeup that is allergy proof. It is not waterproof, because you need chemicals for that. But it is (a product) that only optometrists can provide as a service for customers. You won’t find it in a pharmacy,” Ms Good said.

NOT YOUR GRANDMA’S CHAIN

Chains, which have undergone a huge fashion evolution, are another great way to create an eye catching display.

“The negative connotation regarding loss of near visual acuity is associated with age. That is precisely why we have gone out to recreate this image… the need for eyeglasses should not be a struggle but rather offer a chance to celebrate individuality and enjoy the experience of aging,” said Coti Vision’s Ms Gries.

“Our chains have become discussion pieces, articles of fashion, and everyday valuable commodities. They are impactful and create a statement. They make eyewear part of one’s identity rather than something that simply exists or something one may feel self-conscious about.

“In a society that continues to push for conformity, we believe that the eyewear accessory industry is a small sector that holds the power to make a big difference through the promotion of individual expression and the celebration of diversity,” Ms Gries said.

CATERING TO ALL YOUR PATIENTS

While fashion pieces such as clutch bags and gem-encrusted chains may speak, in general terms, to a female clientele, it is important to extend your range of accessories to all your clients.

Mr Young said branded cases and cloths were available in a diverse range.

“Our customers often select various shapes and colours in one order. For example, practices that stock kid’s frames will choose cases with bold, striking graphics and a more classic selection to cater to their older patients,” he said.

As well as offering a range of fashionable chains, Aviva and Mann provides sports accessories, including sports bands and silicone cords. Floating cords are useful for boating and fishing enthusiasts, anxious to hang onto their sunglasses while on the water.

Aviva and Mann General Manager Andrew Banks said chains were becoming more multipurpose, with some offering the ability for customers to wrap them around their wrist as a bracelet when not in use; others attach them to facemasks.

Ms Gries said Coti Vision had introduced a men’s range of chains, which have begun to build in popularity, offering “a further option for businesses to market to consumers”.

“It is an area where we will continue to study the market and popularity. We aim to build a diverse collection to accommodate a wide variety of consumers. Various styles, colours, and price ranges have allowed us to do just that,” she said.

Ms Good said one of Good Optical Services’ surprise products was the OptiPets and OptiNoses ranges.

Designed to encourage children to put their glasses away safely when not wearing them, and for optometry practices to display children’s glasses, these quirky, colourful stands “just snowballed”, capturing the imagination of not only its target audience – kids – but adults as well.

One important point to note when considering accessories is that many suppliers offer orders of smaller quantities, even of branded items, so it is easy to start small and build up your offering.