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Do You Or Don't You

More Than 4 in 5 Eyecare Pros Display Price on Frames




Price tags on eyewear frames

Yes: 81%

  • You need to clearly communicate your pricing. Those people who don’t have price tags on frames don’t look transparent to the customer. As a consumer, I would be extremely concerned with a store that did not have price tags on its merchandise. — Steve Nelson, Eye Candy Optical, Westlake, OH
  • Not really tags. We write the price on the demo lens with a lens pen. Many customers have remarked that they find this convenient, as they don’t have to handle the frames and search for prices. — Mark Platter, Safety RX Services, Crete, IL
  • We use a small bar-coded label that we attach to slim colored tags from Arch Crown. Along with frame specs and price, the tag also has board locations from our plan-o-gram so we know exactly where each frame goes on our displays. — Barbara Bloom, Weber Vision Care, Harrisburg, PA
  • Frame price tags clutter up the display. I use cling tags on the back surface of the demo lenses behind the manufacturer logos so the prices are there but barely visible for a cleaner showroom. — Martha Downing, Advanced Ophthalmology Associates, Clawson, MI
  • We do not use a tag but we use a “paint pen” to write the price on the temple. It makes it easy to try on and still looks classy but also allows people to look at the price without asking.
    — Zachary Dirks, OD, St. Peter and Belle Plaine Eyecare Centers, Saint Peter, MN
  • If I walked into a store and the prices were not visible or obvious, I would leave. I don’t have time to guess or ask about the price. I think it is an expectation that the price is clearly marked. —Sarah Jerome, OD, Look+See Eyecare, Minneapolis, MN

No: 19%

  • I would rather have people shop for quality and style before price. — Martha Davenport, Safe Vision, Wheatfield, IN
  • I leave it off to take the focus away from price. Tags also get in the way and writing on the lens can be distracting. I’ve picked out and purchased each frame. I want my patients to focus on the frame and not the price. Then, I’m also not locked down. If I need to lower the price a little, I can. — Erik Lawrence, Roadrunner Eyecare, Albuquerque, NM
  • We find that if patients do not see price tags, they do not assume that is the cost of the frame and lenses together. — Theodore Sees, OD, Rockford Family Eyecare, Rockford, MI

This article originally appeared in the March 2017 edition of INVISION.


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