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In The Clear

After a decade in business, this Fort Worth, TX practice reinvented itself as a boutique optical with comprehensive, start-to-finish service.

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Clear Eye Associates + Optical, Fort Worth, TX

OWNER: David Moore, OD; URL: cleareye.com; FOUNDED: 2007; YEAR OPENED FEATURED LOCATION: 2017; ARCHITECT AND DESIGN FIRMS: Norman Ward Architect, EyeDesigns, and Entirely Interiors; EMPLOYEES: 12 full-time, 1 part-time ; AREA: 11,000 sq. ft.; TOP BRANDS: ic! berlin, Rolf, Dita, Barton Perreira, Face à Face; FACEBOOK: facebook.com/ClearEyeOptical; INSTAGRAM: instagram.com/cleareyeoptical; YELP: yelp.com/biz/clear-eye-associates-optical-fort-worth-2


EXPERIENCE,” SAYS DR. DAVID Moore, “is in the eye of the beholder.” Put another way, each patient has preferences unique to them, whether they care most about time, convenient and upfront pricing, carefully curated and unique frames, or a high-tech examination experience.

‘In today’s market you have to do a little of everything to be competitive,’ says Clear Eye owner Dr. David Moore.

It’s a lesson Moore learned over 10 years in private practice at Clear Eye Associates + Optical in Fort Worth, TX and fully implemented by introducing a new concept in 2017; an optical boutique procuring mostly independent lines. “The idea was the easy part. Overcoming, retraining and rethinking how the current consumer wants to shop has been the challenge. The age-old idea of personalized service, customer experience, and product expertise has become the linchpin for growing the business,” Moore says.

Central to the concept is customer immersion in what Moore refers to as the “CLEAR experience,” from the time they book and select their arrival item — be it a cappuccino, chocolate or craft beer ­— to the personal handwritten “thank you” note and custom cookie that arrive for them in the mail in a special CLEAR box. Staff follow this up with a call a few weeks after the customer has received the product to make sure they are satisfied.

For those who haven’t booked, “We try to impact our patients prior to their appointment so we begin with a tailored check-in experience. Our staff presents a menu, with offerings ranging from chocolate to cappuccino or a seasonal cocktail.”

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According to Moore, the store and the service are designed around creating an experience and offering products that appeal to the aficionado. “Our intent is to cater to people that want to feel special, where their time is valued, and their needs are met.”

EyeDesigns and architect Norman Ward were able to create a modern design with Lum lighting that highlights the detail of the frames and allows customers to look their best.

Frames are displayed by brand but in a carefully controlled way. “We want patients to recognize brands from distinct signage that looks like our store, versus our store looking like 20 different brands,” Moore says.

When Moore discusses pricing policy, the value he places on being “upfront” and “transparent” quickly becomes apparent. But he admits that achieving this goal is complicated by the presence of so many different insurance plans with different pricing.

“Our team has done a great job learning the plans and developing methods to more quickly give accurate pricing for customers,” he explains. “For uninsured customers, we have selected products that provide value and state-of-the-art fashion while fitting within their budget. We feel that giving customers lens pricing first then allowing them to select the perfect frame is the most transparent way for customers to purchase spectacles.”

Moore says digital marketing is second only to personal referrals as a driver of growth at Clear Eye. “We do well with Google, Facebook, and are growing our Instagram presence. What we have learned is that in today’s market you have to do a little of everything to be competitive. Photography is key to making everything pop.”

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Having an on-site lab is important to Moore because it enables the practice to customize lenses and lens shapes. And quick turnaround is something they pride themselves in. “Our Mr. Orange edger helps us do this,” says Moore. “The edger has been great for us. Although we are a boutique optical, we want to provide the most comprehensive eyecare possible.” The practice prides itself on a full range of equipment as well as top-level dry eye treatment.

This no-stone-unturned approach would seem to be Clear Eye’s signature achievement, whether it’s online, at reception, in the optical or the exam lane. As Moore defines it: “Expertise and personalized service in a modern, clean aesthetic that provides a unique experience for our customers.”

PHOTO GALLERY (18 IMAGES)

Five Cool Things About Clear Eye Associates + Optical

1. QUICK CLEAN. Clear Eye’s optical features the OpticWash, a device Moore describes as a “car wash for glasses … an ingenious inven­­tion that does a great job of cleaning frames and lenses.”

2. GET THE MESSAGE. Patients are sent a text after their glasses purchase with details on their frames. The text contains links to the product’s brand story so that the customer can learn more about their frames prior to them being completed.

3. SMELL OF SUCCESS. The list of items offered to patients prior to their arrival goes beyond just drinks and sweets; even the music and scent have been selected specifically for customers.

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4. NO SURPRISES. Price transparency is one of Clear Eye’s core goals. To ensure this is maintained, the practice makes a point of working up special handouts with pricing information on lens benefits and cost.

5. FULL TREATMENT. Clear Eye takes special pride in its dry eye treatment. “Dry eye impacts our core demographic to such an extent we felt the need to have the technology to solve this problem for our patients,” says Moore.

WHAT THE JUDGES SAID

  • Interesting color scheme; the natural wood looks great and is a contrast to the whites. Offering craft beer is a great idea too. Mick Kling, OD, Invision Optometry, San Diego, CA
  • The “CLEAR” logo is handled in a very nice way, where it is important to the conversation but does not dominate it. Their dedication to making information accessible to the customer is evident in their materials, and the delivery of a customized cookie and a handwritten note is a charming touch. Brent Zerger, l.a. Eyeworks, Los Angeles, CA
  • Texting a customer cool details on the frame they’ve purchased is CLEARly brilliant and impactful! Their “Seeing Good” campaign is wonderful: they donate generously AND they’ve “branded” it. One of the best URLs I’ve ever seen; simple and in line with their overall brand. Robert Bell, EyeCoach, San Francisco, CA

 

Fine Story

Clear Eye donates 100 frames each month to a local charity clinic as part of its “Seeing Good” campaign. “Although we don’t publicize or market this, we feel that local is important. We are fortunate enough to be able to partner with Community Clinic in Fort Worth, which is run by the University of Houston College of Optometry. They see thousands of patients a year at little to no cost in the First Christian Church downtown. Donating frames is our way of helping the local community.”

After years covering some of the farther flung corners of the world of business journalism, Heath has more recently focused on covering the efforts of independent eyecare professionals to negotiate a fast-changing industry landscape. Contact him at [email protected]

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