You're an average American on a tight budget. You find a pair of wonderful glasses at your local optical store — then you hear that they cost more than $400, plus lenses. That’s when you decide to go online at get the glasses at half price.
I know you hear stories like this one from blogger Nicole Dieker every day. But you also know what she doesn’t yet know: that it matters what kind of lenses go into those glasses. It also matters that the frame fits well once it arrives with those lenses.
Some people would figure that getting the best lenses and a precise fit might be worth the extra money it costs to work in person with a good optician. Some people might even feel bad about using the optician’s time and expertise and then buying online.
Then again, a good optician wouldn’t tell a customer that every pair she tries on looks wonderful. Nor would she wait for her to try on endless pairs; working with the doctor's Rx and recommendations, she’d size up the person’s features, ask a few pointed questions, and pick out a handful of frames that are perfect.
Eyecare professionals save people time and aggravation. They get people in the right glasses with the best lenses. Does it cost a little more? Yes. Is it worth it? Yes. This is your vision we’re talking about.
It’s not enough to offer the best products, especially when people can get them online for less. You need to create customer experiences that will help people understand that it matters where they go for their eyecare and eyewear — because it really does.