In previous times, buying eyeglasses was a traditional affair. You’d visit your optician, get a refraction, and browse a couple of frames in-store to pick your choice. With the rapid changes in times, e-commerce is changing how we purchase eyewear, offering a more convenient, affordable and personalised service.
According to a recent study by the Vision Council, 30% of eyeglass buyers turned to the internet in 2020 to compare prices, select frames, or locate eyewear professionals. This trend is projected to expand further, with a remarkable 80% of consumers who recently purchased eyewear expressing their intention to seek online assistance for future purchases. Although most online consumers gravitate towards pure online optical retailers, omnichannel optical specialist retailers witnessed a notable increase in their share of online buyers, reaching 15% in 2020.
Let’s face it: our lives are busy. With e-commerce platforms, shopping online makes our lives easier. You visit various platforms to purchase eyewear, compare prices, and select from a variety, and all can be done from your couch, in a chair, anywhere, whether it’s 2 pm or 2 am. How or when you do, it is entirely up to you. One thing is for sure: it is convenient.
Wider Selection, Better Prices
With online retailers, you have the freedom to choose from a variety of eyewear brands and styles. You don’t have to rely on your local optician’s limited inventory and explore various styles ranging from budget-friendly options to high-end designer brands. Thanks to heightened competition, you’re bound to discover the perfect pair of eyewear that matches your style and fits comfortably within your budget.
As an optician, having a website where your clients/patients can easily interact with your practice, book appointments, and even purchase eyewear is important. However, offering your customers a wide variety of products will give you the upper hand in keeping them loyal to your brand.
Virtual Try-On Technology:
Several eyewear online stores offer virtual try-on options. This removes the worry of how frames will look in your face. Virtual try-on technology allows you to upload a picture or use your webcam to see how different styles will complement your unique features. It could not benefit you, but it can help narrow your options. This makes selection more manageable and saves time.
So, if you’re an eyewear store owner or an independent optician, allowing your customers to try on frames virtually is an excellent way to keep them loyal to your e-store. You’re giving them what they’re looking for all in one place.
The Rise of Direct-to-Consumer Brands
Direct-to-consumer brands are cutting out the middleman, offering stylish, high-quality glasses at competitive prices. This disrupts the traditional model, giving consumers more choice and control over eyewear purchases.
But is E-commerce Right for Everyone?
While e-commerce undoubtedly offers significant advantages, it’s essential to recognise its limitations. Maintaining good eye health requires a proper eye exam, a service that e-commerce platforms cannot replicate. Qualified opticians possess the expertise to assess patients’ needs accurately and ensure a perfect fit for their lenses.
If you are independent, consider certain things when considering an e-commerce solution for your practice.
First, a website that needs to be better designed can be damaging. It is better not to have one at all. A website that is not easy to interact with will cause them to lose interest. Know that only 3 out of 10 online shoppers check out, which is why the right platform is essential.
Also, customers get one-to-one, personalised service from the store staff while choosing frames. You should tackle this challenge with better online customer service to drive more sales.
However, the future of optical care lies in adopting an omnichannel approach. Imagine receiving an eye exam at practice and then seamlessly browsing its extensive online catalogue to find frames that complement your prescription. This integration of in-person and online services offers the best of both worlds for independents and their patients.
So, does e-commerce spell the end for traditional opticians? Not quite. It’s more about offering a broader range of services and accommodating various customer preferences. By embracing e-commerce as an optician, you can remain at the forefront of the industry and ensure a thriving future in the ever-evolving optical landscape.
