FROM DRY EYE DROPS to stylish readers, many independents have found that offering small retail add-ons can enhance both care and convenience. While few say these items make up a big part of revenue, they add value for patients and reinforce trust — not to mention a little fun. Here’s how six ECPs handle their in-office retail corners.
Avenue Vision
Golden, CO
Carefully chosen retail offerings help doctors emphasize convenience and trustworthiness at Avenue Vision. “We retail the full line of We Love Eyes products, as well as OTC drops,” says owner Becky Furuta. “With recent recalls, consumers have a greater focus on finding products their ECP would endorse. We ask all of our patients questions about their eye health and comfort. Often, patients will fill out the intake form and say, ‘No complaints.’ When we inquire about their eyes feeling dry or issues with cosmetics that cause irritation, however, they will report that they are experiencing issues. We can then direct them to a solution. These products account for a small amount of our total revenue, but it adds value for the patient.”
Discerning Eye
Iowa City, IA
With her trademark boutique precision, owner Joni Schrup keeps things tight but inviting at Discerning Eye. “We carry Lumify, which is a best seller, along with 40-60 readers, Oyo Boxes, eyeglass chains, and a few handbags and umbrellas — just for fun,” she says. “We don’t really market at all. It’s sprinkled throughout the store and about 4% of total sales.”
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Eye Clinic of Wisconsin
Wausau, WI
Jami Kulpinski is shifting with the times. “We do a lot of vitamins, as well as hot compresses for dry eye. We have drastically reduced accessories; more people go online or to big box stores for cords, fun cases, clip-ons, etc.” She keeps an eye on sales and consumer trends and decides based on that what to stock and what not to. Readers fall firmly in the latter category. “Most people are getting them from Walmart, Walgreens, or online. We are starting to trend more on the cleaning and storage side of things. Large towels, large bottles of cleaner.” (If you’re putting your logo on that, stop, Kulpinski says. Patients tell her they don’t like it.) Importantly, they stock cases that hold multiple pairs, “Since we believe everyone should have more than one.”
A Proper View
Winston-Salem, NC
A solid start with dry eye essentials has encouraged the team at A Proper View to build on that success. “We sell dry eye lid spray, heat masks, and readers currently,” eyewear stylist Kelsey Bredice said. “We’ll be adding eye health-related cosmetics and skincare soon.”
Primary Vision Care
Mount Vernon, OH
Primary Vision Care takes a continuity-of-care approach. “We carry EyePromise supplements and sign patients up for auto-ship,” explains office manager Stephanie Plagge. “We also sell Bruder masks quite frequently and a small assortment of OTC readers.”
McCulley Optix Gallery
Fargo, ND
McCulley Optix treats its retail mix as a way to keep things fun and make every visit feel like a small celebration. Shares Jenna Gilbertson: “We not only do ‘eye stuff’ — readers, Bruder masks, eye makeup remover — but also bags, jam, cocktail napkins, and other gifts. It isn’t a huge revenue stream, but it’s really fun to give patients a gift with purchase when they get new glasses.”
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