There’s nothing quite like the let-down of plunging back into work after a long summer break. You sit down at your desk, open up a never-ending stream of unanswered emails, and check the calendar… the reality of the next 11 months hits you…
I love my job and there aren’t many days of the year when I have the desire to run like the wind from the keyboard. However, I’m happy to admit holidays are the best!
I’m pretty sure we all feel the same way… as do your patients.
So, there’s nothing like a little retail therapy to lift the spirits and ease the way into the new year.
With a huge variety of shapes, colours and material combinations, it’s an exciting time to encourage your patients to try a new look
What better way to help your patients indulge in retail therapy than to encourage them to purchase a new pair of glasses with a fabulous set of lenses. Not only will they feel better about themselves, they’ll see better too, and ultimately be even more productive in the year ahead.
Of course those extra sales will be a great way to boost practice revenue and motivate your staff to get back to business as well.
DRESS FOR SUCCESS
With a huge variety of shapes, colours and material combinations, it’s an exciting time to encourage your patients to try a new look, rather than allowing them to gravitate towards the trusty conservative frame style they’ve always had.
LA Eyeworks, for instance, has some bold two-toned unisex frames that are guaranteed to be a stand out in any office environment. Safilo’s retro Forgia frames, in combination metal and acetate, are great for your young urban professional male as are the rounds produced by Salvatore Ferragamo. Then there’s the precision technology of Von Arkel, inspired by Swiss watchmakers, which will be a hit for sophisticated businessmen. For women who dare to be different in the office (shouldn’t we all), it’s hard to go past the sensational colour blocking that Face a Face’s Pascal Jaulent has come through with for this season. You’ll see a great selection of frames for your professional high fliers in the pages that follow.
Helping your patients choose new styles of eyewear comes down to helping them find something that suits their lifestyle, the city they live in and the job they aspire to win (as opposed to the job they’re in). The idea being, dress for where you want to be, not where you are, and you will be recognised as that person.
If some patients are reluctant to pay a high price for quality frames and lenses, it may be time to consider introducing the option of eyewear insurance. Clarity 2020 offers a dedicated insurance policy that, for a low cost, you can offer as a value add to help close a sale or as an optional extra.
The idea of Clarity 2020 is that patients will feel more comfortable spending more on their glasses knowing that for either 12 or 24 months (depending on the cover) they have access to an unlimited number of repairs (outside the manufacturer’s warranty) and one full replacement (frame and lenses) for accidental damage or vandalism that can’t be repaired, or for theft, as well as travel cover for up to 60 days on any one trip. Importantly for your practice, patients must return to the practice of purchase to make any claims – which makes this insurance a great way to win and retain their loyalty… as we know, loyal patients are worth up to 10 times as much as their first purchase.
Speaking of the insurance policy, which was successfully piloted in New Zealand before being rolled out across Australia, David Cormack, Business Development Executive at Clarity 2020 said, “By integrating Clarity into your business, there will be a reduction in the length of time between visits, increased sales, higher value sales, reduced discounts and patient referrals. Over time these improvements create an improved financial platform within the practice that can drive the growth of the business”.
The new year is a great time to introduce this proactive offering that will complement your product range, help protect your patient’s best interests and build your business.
FRAMES THAT WILL FLY OUT THE DOOR
Contrasting textures are a key feature of CM9039 (pictured), with its high-gloss acetate front, cylindrical temple (a technical feat) and tips all juxtaposing against a braided leather and gold-barrelled trim that was inspired by the braiding and gold-toned hardware of luxury handbags.
Contact: Aarons Eyewear (AUS) 07 3367 8447
Paul Hueman, Advanced Optical Australia (AOA) and Mars Fashion collections offer timeless designs and traditional shapes crafted from new materials. New frames are continuously added to the collections.
Contact: Bonastar (AUS) 02 9310 1688
Freigeist German eyewear is designed for big guys who don’t want to be let down in the workplace by poor or industrial looking glasses. Model 863027 is a perfect example: 61 eye with 150mm temples made from high quality acetate, featuring fashionable metal inlays in the front and temples.
Contact: European Eyewear (AUS) 03 8756 0900
Designed for young urbans, Inface is a Danish brand that unites quality production and materials with the latest fashion trends.
Contact: Modstyle (AUS) 1800 338 812
Face a Face
Face a Face eyewear embraces a new way to colour block with tonal colours like red against pink, or a sudden pop of a striking colour on an otherwise transparent frame. Pictured is Akiko 1 c9130.
Contact: Eyes Right Optical (AUS) 1800 637 654
Award winning ic! berlin screwless sheetmetal frames work with an ingenious removable clip that holds the frame and temple together. Every frame can be broken down into its individual parts and reassembled in seconds, without any extra tools. No screws. No glues. No welds.
Contact: Eyemakers (AUS) 02 9960 7766
Silhouette’s award winning Urban NEO collection brings the incredible light weight of rimless eyewear to full-rim designs. With titanium temples and SPX polymer ultra-thin rims, these frames are designed for style and comfort.
Contact: Mimo (AUS) 02 9970 1800
Persol’s PO3185V features a thin metal bridge, a flex hinge and temples with the patented Meflecto system for a comfortable fit. The Meflecto flexible stem system eliminates pressure on the head from the arms of the glasses. Available in: black, Havana, Madreterra and in luminous combinations in Havana blue and tortoiseshell-beige.
Contact: Luxottica Account Manager
The Von Arkel hinge draws on the precise techniques used in watchmaking. With neither screws, nor glue, soldering, or rivets, its mechanism allows the lenses to be tightened while ensuring freedom of arm movement thanks to integrated friction regulation.
Contact: MYM Group (AUS) 0429 167 732
The solid unisex shape of SkipJack is complemented by meticulous construction in lightweight stainless steel and catchy colour combinations. Handmade in Japan.
Contact: ProOptics (AUS) 02 8007 6041
Hyde Eyewear comprises optical and sun frames in bold contrasting colours for a contemporary yet conservative or casual look. Available through Opticare’s consignment frame and lens package range.
Contact: Opticare (AUS) 1800 251 852
Nine Origin frames are made from Japanese acetate that’s hand polished. These great looking frames feature ultra-thin, flexible beta titanium temples for a perfect fit and comfort.
Rodenstock eyewear is made with 100 per cent titanium, making these frames durable and suitable for patients who are allergic to nickel. Screwless hinges provide unobscured vision.
Contact: Rodenstock (AUS) 02 9748 0988
The new Forgia optical collection includes a balanced mix of styles in acetate, titanium or metal, with a new distinctive hinge that’s designed to ensure perfect fit, comfort and durability. Uniquely Italian.
Contact: Safilo (AUS) 02 9540 0500
Salvatore Ferragamo Eyewear uses iconic elements from the Salvatore Ferragamo brand heritage, such as Gancino (which originated as a closure for bags in the 70s), Vara and prints. The use of innovative shapes and materials create a balance between the strong historical roots and new modern interpretations of the Made in Italy collection.
Contact: VSP Australia Account Manager
Translucent colouring on the frame front of Stepper SI-30099 (pictured) works in parallel with a clever, graduated reverse-side printing. Combining a glossy TX5 front with matte beta-titanium sides, this 7.2g frame is larger in size than the average frame, yet delicate, flexible, light and strong. Available in grey blue, green, brown and grey mauve.
Contact: Optique Line (AUS) 03 9853 0796