Where are
you most seeing the impact of tariffs?
COMMENT: Most respondents cited rising costs of frames and lenses as the key pressure point, though a few pointed to supply disruptions and slower sales rather than direct tariff effects.
What percentage of the products you carry are made in the USA?
How many frame brands (not manufacturers or vendors) does your optical carry?
| Fewer than 5 |
|
2%
|
| 5 to 9 |
|
10%
|
| 10 to 14 |
|
38%
|
| 15 to 19 |
|
23%
|
| 20 or more |
|
25%
|
Rank the following on what you believe generates the best return for your dollar:
1. Staff training 5.2*
2. Self-improvement 3.8
3. Technology upgrades 3.6
4. Marketing/advertising 3.6
5. Updating the store 3.0
6. Buying trips to tradeshows 1.9
*SCORES represent a weighted average based on how respondents ranked the options.
Has the timing of when you do the bulk of your buying changed in the last three or four years?
| Yes, we now buy earlier in the year |
|
6%
|
| Yes, we buy later in the year |
|
5%
|
| Yes, we now buy more consistently throughout the year |
|
41%
|
| No change |
|
48%
|
COMMENT: Many respondents said their buying has shifted toward more consistent, yearround purchasing. Others said backorders, tari s, and uncertain sales patterns have pushed them to plan fl exibly and avoid “Q4 dumps” or overstocking.
Have your buying patterns changed in the last three or four years in terms of:
What have you done in the last few years to make the patient journey and/or shopping experience more convenient/frictionless for your patients/customers?
Respondents are reimagining convenience through technology, hospitality, and human touch — embracing online scheduling, digital forms, free shipping, faster turnarounds, and white-glove service to make every step smoother, friendlier, and more efficient.
- Our entire experience is thought out with great detail to be seamless and enjoyable for clients. We have a built in coffee shop in case anyone shows up early.
- We try to offer a Disney World experience for our patients. We spend time with them and get to know them.
- Built out an exam lane and contracted with Vision 20/20 Services to offer tele-health eye exams.
- Offering more personalized service and more doctor hours.
- Offer free FedEx of product to their home or office.
- Added online scheduling! The folks who work late shifts or only have time on weekends are really appreciative!
- Hospitality training to create a smooth customer service experience … No pressure.
- We measure and create an estimate in their file so if the customer wants that additional pair, they can just call it in.
- Text to pay, in-store financing, and Apple/Google pay.
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Rank these qualities in a brand partner, from most to least desirable.
COMMENT: ECPs continue to value substance over fl ash when it comes to brand partnerships. You told us you prize reliability and responsiveness over flashy branding or favorable payment terms.
What is the No. 1 factor driving your sales?
| Great location |
|
5%
|
| Great products |
|
13%
|
| Great marketing/sales strategies |
|
2%
|
| Superior prices |
|
3%
|
| Managed vision care plan participation |
|
6%
|
| Reputation for service, trust, or superior optics |
|
71%
|
| Medical pedigree/specialty |
|
1%
|
What’s the most inspired thing you’ve ever done to clinch a sale?
From creative comforts to acts of pure generosity, respondents’ most “inspired” sales moments reveal a mix of humor, empathy, and hustle — proving that connection and kindness still close more deals than tactics.
- Patient was in an assisted living environment, could not easily come into the office, so I brought a selection of glasses, tools and sample tints to her.
- Gave water to his horse. (Amish)
- Letting patient relax in a massage chair while I calculated fees, and presented a second pair option. They would have said yes to most anything to stay in the massage chair!
- A patient lost one lens while floating in a pool. I grabbed a snorkeling mask, went to their house, and found the lens at the bottom of the pool.
- Take this Maui Jim to your beach house for the weekend. If you don’t love it, bring it back on Monday, but be sure to bring pictures of you having fun wearing it.
- I took a nine-year-old girl in the back and let her edge her own lenses. Now she’s an intern in our office 10 years later.
- Fit a horse with a CL.
- Offered a house call to complete the design of a custom frame.
- Offered to drive the completed glasses to them over an hour away. (Dumb)
- I’ve popped the lenses out of my own glasses on the sales floor so patients could try on my frames!
- Offered to sell the frame off my face.
- A patient said he would purchase if we had a cup of coffee and chocolate ready for him when he picked up. And we did!
- Bought them coffee from the shop next door. It’s the little things.
- Walked outside with patient to see glasses in the sun.
How did you achieve your highest-sales day ever?
| It was just a normal day in the year that went bananas |
|
39%
|
| It was driven by a special event (trunk show, VIP event, etc.) |
|
25%
|
| It was a string of big spenders, one after the other |
|
14%
|
| It was one customer who spent a small fortune |
|
10%
|
| It was a regular holiday season day that went bananas* |
|
7%
|
| I t was driven by a big salewith attractive price cuts |
|
4%
|
| A product craze (like Ray-Ban Meta) |
|
1%
|
*INCLUDES those who mentioned FSA/HSA spending among ‘other’ replies
What’s the wildest excuse you’ve heard from a patient or customer trying to return a product?
- The ghost in the basement did not like their new glasses, so the hauntings in their house were getting worse.
- We had a patient try to return their deceased spouse’s glasses for a refund because he only picked them up a few weeks before his death. He wore them in the casket!
- I put them in the microwave and they melted, no one told me I shouldn’t do that.
- My religious leader said I no longer need glasses.
- They fell off their face and went through a manure spreader.
- They were too light and comfortable. We thought they were joking at first.
- Bad juju.
- They didn’t order Transitions. They ordered lenses that turn dark in the sun.
- Husband could not see out of her (his wife’s) glasses.
- The frame makes my eyes water.
- I bought these glasses 100 years ago from you and I was watching TV and they ‘just fell apart.’
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