Insights From Our Editors

Who’s Spending the Most on Plano Sunwear

Your youngest adult patients seem to be either heeding your warning of the need to protect their eyes from the sun, or simply are really into the fashion benefits of sunglasses, according to The Vision Council VisionWatch Plano Sunglasses Report. Consumers age 18-34 spent $1, 777.2 million on plano sunwear in the 12 months ended in September 2013. By contrast, those in the 35-44 age group spent $841.1 million in that same time frame, while those 45-54 spent $555.2 million. Consumers 55 and older spent $516.2 million.

Presenting sunwear to patients of all ages is essential. Here are five questions you and your staff should answer together. A staff meeting would be an excellent time to do this.

1) Do we present sunglasses to all ages–infants through elderly?

2) Do we offer an appealing selection of sunglasses to all age groups?

3) Do we have scripts detailing the value of buying sunglasses from our practice rather than anywhere else?

4) Does the doctor prescribe sunglasses in the exam room?

5) Has every optical staff member been trained and proficiency tested on helping patients purchase sunwear?

Compare the answers to the above questions to your actual sunwear sales. This exercise becomes even more powerful if your practice management software can be used to report your sunwear sales broken down by age groups.

Now you know your sunwear strengths and weaknesses. Now you can create an action plan to strengthen your strengths and address your weaknesses. Resolve this soon. By resolving this as soon as possible you will improve the care you deliver to patients coming through your practice.

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And join more than 35,000 optometric colleagues who have made Review of Optometric Business their daily business advisor.
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And join more than 35,000 optometric colleagues who have made Review of Optometric Business their daily business advisor.