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Issue link: https://opticallabproducts.epubxp.com/i/538327
FEATURE BUSINESS STRATEGY 12 july 2015 opticallabproducts.com A Multi-Faceted Business Approach BY MEGHAN KALVIG One lab's approach to boosting the bottom line is to be everything to everyone. FOUNDED IN 1992 in the small town of Creston, IA, Preci- sion Optical Group, Inc. (P.O.G. Labs) is one of the most successful independently owned wholesale labs in the U.S. The company makes and markets lenses in the U.S. and abroad—a core business produces millions of Rx sales per year—but that's just the beginning of the company's business strategy. CONVENIENCE IS KEY An authorized VSP, VBA, and VCP optical laboratory, P.O.G. Labs considers itself a "full-service, one-stop shop." Like most labs, the company's main source of revenue is working with uncut lenses, edging, and mounting them. P.O.G. Labs also puts a lot of value into customer service and convenience. The hours of its in-house AR lab, for example, were recently extended. In addi- tion, the company offers an innovative online ordering system that provides customers with live job tracking and daily progress reports. Some of the other benefts of online ordering include instant access to customer invoices for printing or record-keep- ing purposes and a de- creased turnaround time due to instant processing. PROPRIETARY GOODS P.O.G. Labs has its own line of proprietary lenses and coatings to differentiate itself from the competition, including its customizable 4You Gold progressive lenses and P.O.G. HD, a brand-new high-defnition lens. Excellent for both single vision and progres- sive lens wearers, P.O.G. HD has added usable periphery regardless of prescrip- tion, and is balanced for any frame style. The company also has propri- etary lens treatments, such as the Zero Glare DES plus UV ™ coating (a blue light-blocking coat for warding off digital eyestrain), and the Zero Scratches ™ hardcoating, among others. FRAME BUNDLES Aside from its lab and lens busi- ness, P.O.G. Labs has several other components that generate added revenue. The company's online frame sale venue and bulk frame bundle sale specials help keep P.O.G. Labs booming, with over 60,000 frames sold nationally and internationally in bundles each year. The company also sells stock and semi-fnished lenses in bulk. Julie Gist, P.O.G. Labs' Inventory Supervisor, says: "We get bulk orders for lenses monthly. We are happy to cater to individual customers on a case-by-case/ as-needed basis. We do drop-ship orders (orders taken via phone or the Internet) regularly, which typically consist of about 100 pairs, with a minimum of 50 pairs. Roughly a dozen drop-ship orders are sent out a month." Kristy Fontana, Sales Manager of Many name-brand frames can be bought through P.O.G. Labs either in bulk or à la carte. The P.O.G. HD is P.O.G. Labs' latest proprietary lens. P.O.G. Labs sells over 60,000 frames nationally and internationally in bundles each year.