WRITER Virgilia Readett

Frame and lens packages are a staple of the optical industry. They appeal to a broad portion of the market looking for transparency and simplicity. However, it pays to be cautious when promoting frame and lens packages as not all can be tailored to meet every patient’s needs. Consider the following pros and cons when weighing up the best solutions for both your customers and your practice.

Packaging frames and lenses together creates a concise marketing message that offers broad appeal. These packages are “extremely beneficial from both cost and personalisation perspectives for customers”, according to Bupa Optical Director, Guneet Sawhney.

Many customers like the idea of receiving a ‘complete pair’ of trendy designer frames with lenses at a price that lets them afford sunnies as well. Others will identify with the need for two pairs of specs – one for the workplace and one for dayto-day living.

Package deals are an excellent tool to draw new and existing customers into your practice, particularly at a time when people are holding back on purchases due to an increased cost of living. As Lesley Stephenson, State Manager and National Training Co-ordinator (Tasmania and Queensland) for The Optical Superstore said, deals such as two pairs with a low- or no-gap payment provide comfort to new and existing customers. Armed with knowledge about their likely financial outlay, they will feel safe and encouraged to “come in and see what is on offer”.

Samantha Farrugia, HR Business Partner with George and Matilda added, “package deals offer customers the opportunity to remain within a set budget”.

“The numerous packages on offer provide the comfort that they can be serviced for a fixed price well in advance of finalising the transaction.”

TRANSPARENCY AND SIMPLICITY

This demand for ‘comfort’ makes transparent communication of pricing and inclusions – like tints and coatings – critical for building trust and customer loyalty.

While packaging frames and lens offers can be a powerful marketing tool, they can also backfire on your brand if you’re not true to your word. A common complaint heard from consumers is that “the price quoted in the sales pitch was nothing like the final price once all the extras had been added in”.

However, coming up with ‘simple’ price points is not as straightforward as it sounds because we all know that optical appliances are as diverse as our patients’ eyes.

Lifestyle questions around customers’ budgets and expectations will guide your recommendations on what packages to recommend. For some patients, financials weigh heavily on their decisions; for others fashion, function, or feel will be a higher priority.

The best way to meet varying customer needs, according to Dylan Oblein, Business and Development Manager for Eyecare Plus, is to have a wide range of frames available to choose from, for women, men, and children. Then, a flexible approach to bundling so that “the ability to upgrade to a different lens design is always there, if the patient chooses”.

As Mr Sawhney explained, patients may also want to customise their glasses with extra features, such as coatings and tints.

THERE’S NO ONE SIZE FITS ALL

Mr Sawhney pointed out that, “While most customers can take advantage of the packages, there are some with higher prescriptions who require special lenses, which need to be offered separately. In this case, the customer can still get great value as they can pay a fixed amount to upgrade their lenses.”

Additionally, for many customers, one pair cannot “do it all”. This makes second pair deals highly appealing.

At The Optical Superstore, staff are trained and prepared to discuss all of a patient’s visual needs before guiding them to the best solution, explained Ms Stephenson.

“Although a low- or no-gap offer might entice the customer into the practice, we still need to look at their current lenses, their lifestyle and vision needs, and their prescription, then ensure we offer the best product for those particular needs.”

Eyecare Plus also works closely with practices to ensure staff prioritise meeting patient’s holistic vision needs. “Many packages have restricted lens options. Staff members at Eyecare Plus are well trained to be able to communicate this effectively and offer the best solutions available for all our patients.”

THEIR PLACE IN THE MARKET

While frame and lens packages won’t suit every customer, there’s no doubt that they can be enticing for customers and practices alike. They provide ease of marketing, cost benefits for customers, and can bring in additional revenue for practices.

Chains and corporate practices range in their offerings of frame and lens packages. For some, they make up the bulk of their offerings; for others they are an option that is brought out where appropriate.

As Mr Oblein explained, “Eyecare Plus members have complete spectacle packages, from simple readers to high-end options, available at their fingertips which will satisfy all pockets. Ideally, we recommend using these to incentivise a quality pair purchase and to counteract the aggressive discounting policies of the volumebased corporate optometry models.”

At George and Matilda Eyecare, Ms Farrugia said their numerous packages comprise “certain brands of frames… and team members talk through the most appropriate option with the patients”.

As we’ve heard, frame and lens packages can benefit your customer and your practice when recommended appropriately. Once customers are drawn in by these deals, it is important to keep the customer’s specific requirements in mind. Is a package deal the most appropriate offering? Or is there flexibility to tailor the package accordingly?

By ‘knowing’ our customer and fulfilling their needs, practices can build the footings for repeat sales.

Virgilia Readett is a senior Trainer with the Australasian College of Optical Dispensing (ACOD). She holds a Certificate IV in Training and Assessment, a Certificate IV in Optical Dispensing, and a Bachelor of Arts, majoring in Communications.

She began her optical career with Specsavers and has worked in several Specsavers stores in supervisory and in-store trainer positions.