Products & ideas for the laboratory professional.
Issue link: https://opticallabproducts.epubxp.com/i/442985
january 2015 13 opticallabproducts.com LENS ADD-ONS FEATURE The company contacted the market- ing departments of several retail chain stores with the idea of bundling sunwear frames, sunwear lenses, and mirror coatings for a specifc promotion and during a limited time period. One 50-store retail chain chose to run the promotion for 60 days. It was advertised on TV and radio and marketed in each retail outlet. "The end result was an 800% increase in sales over the previous year during the same time frame. In addition, mirror coatings over the following non-promotion months were up 900% as opticians gained confdence in selling sunwear," Bellomo adds. FINDING OPPORTUNITIES Pierre Bertrand, vice president of marketing for Essilor of America, Inc., offers a slightly different take on bundling: "To truly create growth for the entire industry, we believe that there are opportunities at every step in the value chain. We have been investing in efforts to increase the number of patients requesting AR coatings, photochro- mics, and Rx sun for years, which grows the number of these jobs created at the ECP and lab level. Additionally, Essilor recently completed the Power of 3 Promo- tion that encouraged patients and ECPs to combine premium products, for example, Varilux ® , Crizal ® , and Transitions ® lenses, through a direct rebate to the patient," he says. "Leveraging our multimillion-dollar investment in patient advertising around these ECP brands, patients were encour- aged to ask their independent ECPs about the promotion." Therefore, with a little bit of imagination, companies can use this technique to promote lens add-ons in a variety of ways. HOUSE BRAND COATING If price is a deterrent for the customer, bundling products together is a way for a lab to address it. Bill Heffner, IT director of FEA Industries, Inc., suggests offering "a house-brand free-form offce/computer lens with a blue light-blocking AR coating. Since the products go together, it makes A small-to-midsize lab can create private label coatings by using Leybold's Mini Coating system. A main driver of patient choice in lenses and lens add- ons is the ECP's recommendation. www.1-800-OptiSource.com 1-800-OptiSource (678.4768) • Removes dried polish from job trays and other surfaces • Helps eliminate scratched lenses • Simple spread-on, wipe-off process New Solution Instantly Restores Job Trays to Like-New Condition Job Tray Cleaner