How to Attract Millennials to Your Optical Store - Smart Vision Labs

Bridging the Gap Between Your Optical Store and Millennials

Bridging the Gap Between Your Optical Store and Millennials

Yes, I did say Millennials. And yes, they are crucial to the success of any business.

The preceding generations like to poke fun at the Millennials — as we’re supposedly wedded to our smartphones, inundated with technology, and consumed with an insatiable desire for instant gratification. But are these really such bad things?

Of all the generations, Millennials are by far the largest, making up for almost 92 million Americans. And as they begin reaching their primary years of working and spending, their impact on businesses and the economy as a whole is going to be monumental. The fact of the matter is that its population size coupled with these attributes — those that are so frequently made into the punchlines of jokes — is exactly why they can either make or break your business.

A recent study showed that the Millennial Generation is expected to spend more than $200 billion annually starting in 2017 and around $10 trillion in their lifetimes. Recognizing how vital it is to capture their business is the first step to bridging this potentially large gap between your store and this generation, and subsequently creating a lasting, successful business.

The importance of marketing your product specifically towards them

In order to capture a younger customer base, you must first market your product in a way that will specifically appeal to them. Out of a survey of 6,000 optical stores, 80% of them said that the Millennial Generation is either “important” or “very important” to their business. And of the same sample of stores, respondents said that 45% of their stores’ frame assortments target a Millennial customer base. Carrying a product that will bring in their business will drastically improve your sales, as they’re the generation spending more money than any other, and saving far less.

Millennials are all about encountering the world on their own terms. They’re the first generation to have grown up on personalized internet marketing, only one click away from hundreds of options tailored specifically for them. Perhaps why there’s such a negative connotation with the word “Millennial,” this generation expects to receive exactly what they want, customized to their particular preferences, and — as if this wasn’t already enough — we want it instantly.

Do brand names really drive sales?

Not entirely. Well, at least that’s the case for Millennials. No longer do we live in the days where everyone’s buying the reflective “Top Gun”-esque aviators. And well, maybe that’s not such a bad thing… Younger generations today increasingly care more about cost and quality than they do with what’s considered to be “cool,” especially when it comes to fashion trends. The way Millennials perceive fashion trends is on par with that of music trends; “Ha, I only liked that song before it became popular.” We are, after all, the “hipster” generation.

A recent study shows that 55% of people ages 16-24 and 56% of 25-34-year-olds disagree with the statement that they tend to buy branded products. Even when shopping in stores, with smartphones readily available, consumers today tend to compare prices and quality of similar products when making purchases. With their particular affinity for technology, the entire retail industry is changing, as the ability to read reviews on what’s supposedly the “hottest brand” might dissuade consumers from purchasing them when they read that you’re paying for the brand, not the quality.

So the primary takeaway here; when you’re marketing towards Millennials, focusing solely on a product’s brand name does not suffice in making a sale.

Let’s go back to this whole “instant gratification” idea

As I said earlier, one of the main attributes of the Millennial Generation is their natural aptitude for technology. With technology comes convenience, satisfying one of the primary desires that so many Millennials have: a need for instant gratification. Millennials have often been called the “Convenience Generation,” the first to grow up with so many aspects of our lives being facilitated with technology and the Internet. So it shouldn’t be a surprise to hear that a recent study concluded that 70% of Millennials say they care most about convenience when it comes to making purchase decisions. But we swear — we’re really not lazy…

The stereotypes of us are somewhat justified — we do have unhealthy obsessions with our smartphones. We get rides from Uber, we listen to music on Spotify, we order food from Seamless, we even find dates on our phones through Tinder or Bumble. Everything is either a click — or a swipe right — away. From ordering late-night Chinese food to “ordering” potential significant others, we’re used to getting what we want, when we want it. Chances are if it’s not a convenient transaction, we’re probably not interested.

But I’m not saying that this means all shopping gets done on the Internet. Particularly in urban cities, with the ease and convenience of dozens of stores being located within single digit block radiuses of each other, many young people still return to the old brick-and-mortar stores in their neighborhood to do their shopping.

But even on a larger scale of all types of locations, a slight majority do, in fact, prefer in-store shopping. A recent survey of Millennial respondents showed that 53% of them still shop in stores, and not online. Consequently, ensuring that your store has options specifically geared towards and personalized to Millennials will prove to be remarkably beneficial to your business and will substantially increase your capture rates.

The Benefits of Optical Telemedicine - Smart Vision Labs Infographic

So what’s the big picture?

Millennials are increasingly “swiping right” on telemedicine and adopting Smart Vision Labs technologyIn the grand scheme of things, the most substantial statistic of them all is that 70% of Millennials care most about convenience when making purchase decisions. So now imagine this; what if you could have the ability to adopt a certain technology that will satisfy this fundamental aspect of their shopping habits. Well, you easily can.

Optical telemedicine can significantly help in attracting a younger customer base, and Smart Vision Labs’ partners have already seen significant improvements in sales by implementing telemedicine in-store vision exams. Through an inexpensive 5-minute exam, with no appointment necessary, optical stores who use the Smart Vision exam have been successful in attracting Millennial customers, and have even been able to grow their business by 25% or more in only a few months.

We truly are the “Convenience Generation,” primarily focused on fulfilling our need for instant gratification. We’re wedded to our smartphones and any other type of technology that makes our lives easier and allows us to waste more time scrolling through irrelevant clickbait on the Internet. Technology has revitalized almost every aspect of our daily lives, and the trends are showing that Millennials are increasingly “swiping right” on telemedicine.

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Issy Bonebrake is a born-again New Yorker living down in the Village. She considers herself to be a self-proclaimed, cautiously optimistic futurist. As a classic rock aficionado, she enjoys binge watching rockumentaries from the coziness of her less than 500 square footage apartment. Issy is a happily dissatisfied Millennial.


Using HSA vs FSA for eye care expenses - Smart Vision Labs

What Your Customers Want to See In Your Optical Store

What Should You See in an Optical Store?

Optical store owners have seen a trend: selling eyewear looks a whole lot different now. Through the effective use of technology, customers can get an improved buying experience that saves them money and time. Store owners will see increased and more repeat sales, and will gain a solid reputation as the go-to place for eyewear.

Now, let’s rephrase that first sentence.

Successful optical store owners have captured this trend-setting way of selling eyewear by putting the right kind of technology in their stores.

“I Spy” in the Optical Store

What should you see in an optical store? According to consumers, there are three areas that will motivate and improve their buying experience.

  • Great customer service with a knowledgeable and professional staff
  • Convenient, affordable, and accurate vision exams
  • A choice of frames that are trendy, unique, or stylish

Customer Service

This involves more than greeting the customer and making a sale. Customer service includes having extended hours to accommodate busy schedules and offering same-day service on eyewear. While optical store owners look at profit and loss spreadsheets, customers look at the clock. Time is the new standard of currency for the consumer and savvy owners will find ways to make the most use of every business hour.

A knowledgeable and professional staff will generate sales in a realistic way. Customers will have questions and concerns, and addressing these issues creates an atmosphere to trust.

What Your Customers Want to See In Your Optical Store - Smart Vision Labs

Vision Exams

Do people see your store as a place to get a vision exam with no appointment or long wait? Can you offer customers a 5-minute exam?

Smart Vision Labs makes this possible. They paired a proprietary autorefraction device with a telemedicine platform. Simply put, customers have their vision tested through this technology and the data is sent to a remote network of eye doctors. If a prescription is needed, the customer is contacted through email within 24 hours. They are also able to access their data and medical history anytime through a secure portal.

Optical store owners who offer this service provide customers with a more comprehensive visit. A vision exam and the purchase of frames or contacts, all done within a short timeline, is the perfect combination.

What Your Customers Want to See In Your Optical Store Telemedicine by Smart Vision Labs

Choosing Frames

Does your store have a wall of frames to choose from? Have you ever had a customer leave the store because you didn’t have exactly what they wanted?

Optical store owners understand the big investment of stocking frames. Yet, having a large selection does not mean you have the right selection. Once again, technology plays a larger role in offering customers what they really want.

Store owners can now have an unlimited selection of frames. Yes, unlimited. Technology is now available that allows customers to design their own frames. This will appeal to the customer base who truly wants a one-of-a-kind style. But for other consumers who may not find exactly what they want in your store, consider offering the try-on technology to show people what different frames (ones that you do not currently have in stock) look on them. This is where the unlimited (and not financially top heavy) inventory is expanded.

In your optical store, do you see great customer service, the opportunity for a convenient vision exam, and a selection of frames to make everyone happy? If you don’t, your customers won’t see these things either and that may make them look elsewhere.

Related Readings

Is a Telemedicine Solution Right for Your Optical Store?
Can Telemedicine Replace Your Eye Doctor
Telemedicine Myths and the Truths Behind Them
What is Telemedicine? What Effect Will It Have on the Care of Your Eyes?

Download your free e-book, How Optical Stores Can Profit from the Telemedicine Revolution.”

 

 

 


Is a Telemedicine Solution Right for Your Optical Store? - Smart Vision Labs

Is a Telemedicine Solution Right for Your Optical Store?

Is a Telemedicine Solution Right for Your Optical Store?

Is your optical store meeting the needs of your customers? Do they purchase eyewear or do they leave because they don’t have a recent prescription? And before they leave without purchasing anything, do they ask why they can’t get their vision checked right there, right now?

4 Ways Telemedicine Can Work for You

  • It’s patient-centered.

Telemedicine provides people with a comprehensive way to purchase eyewear, from the vision exam right through to the selection of frames or contacts. Every owner of an optical store recognizes the frustration customers feel when they cannot purchase a new pair of glasses because they have an outdated prescription. Even though they swear their vision hasn’t changed in the past several years, it would be a disservice to their eye health to ignore the fact they need an exam.

But if you could offer these customers an on-the-spot vision exam using the telemedicine technologies, they can be assured of the right prescription and make their purchase as planned.

  • It’s convenient.

“Right now” are words that appeal to every customer. If they are in your optical store, they are looking to make a purchase. If they need a vision exam, “right now” is the perfect thing to say.

And the perfect pairing with these words can be something like the Smart Vision Exam. This autorefractor, made by Smart Vision Labs, is part of a self-guided system that conducts vision exams without the need for an on-site doctor. The technology is cutting edge: advanced wavefront aberrometry that measures vision imperfection. It uses an iPhone camera (making it much smaller than traditional autorefractors) but is as accurate (with a measurement error of one percent) when compared to the gold standard.

When you have technology like this in your optical store, you tell customers that you’re serious about the business of eye care.

  • It’s cost-effective.

Eye health is important to everyone but cost factors into many people’s decisions. Although vision insurance was supposed to level the financial playing field, it only seemed to direct patients to network doctors and facilities without giving them real cost-saving benefits.

Telemedicine changes that. When you offer technology for vision exams, you put the power of choice back into the patient’s hands. This is not only an affordable way to check vision; it’s a way to save money by putting dollars toward a convenient and accurate vision test instead of toward insurance that limits options.

  • It’s worth it.

How Optical Stores Can Profit from the Telemedicine RevolutionYes, telemedicine is worth the time it takes for you to learn the system (very easy, really) and the financial startup costs. Yet, when you have an optical store, the entire profit and loss spreadsheet has another dimension.

It all goes back to the first reason on this list about being patient centered. Optical stores have a mandate from their customers. Eyewear should be available and affordable, that’s a given. But with the use of telemedicine to provide vision exams, you position your business as an educator about the larger issue of eye health.

When people know that your optical store offers a convenient and cost-effective way to have their vision checked, they will know that it’s worth coming to your business for their eyewear purchases.

Related Posts

Telemedicine of Today
Can Telemedicine Replace Your Eye Doctor
Telemedicine Myths and the Truths Behind Them
What is Telemedicine? What Effect Will It Have on the Care of Your Eyes?


Smart Vision Labs Appoints Wallace Lovejoy as Board Director

Smart Vision Labs announces the appointment of Wallace Lovejoy to the company’s Board of Directors. Lovejoy brings to the board 33 years of leadership in the optical industry. “Wally brings deep knowledge and operating experience of the optical industry to our board,” said Yaopeng Zhou, Co-Founder and CEO.

Read more