Regardless of your political, ethical, business views or bias, frame and lens packages are a significant part of our professional and retail landscape… and they’re well worth your consideration.
Australia’s big optical chains are well versed when it comes to promoting frame and lens packages. Their systems are structured, fine-tuned and geared for this sort of business model.
At the other end of the spectrum, some independent practices shun frame and lens packages, and may as a result, be at risk of losing patients who are after a special deal. If your practice is busy enough that’s fine. However most practices can ill afford to have patients walk away and take their business elsewhere.
Mark Koszek recently wrote an excellent blog, A Day in the Life of an Optometrist, which he shared with colleagues in an online forum. He commented that sometimes a patient turns into a customer once he or she leaves the professional consulting room and starts looking to spend their hard earned dollars on frames and lenses. Many increasingly see this as a retail purchase and want the best deal, just as they do with other retail and online decisions.
Many increasingly see this as a retail purchase and want the best deal…
Frame and lens packages enable practices to compete in this bloodthirsty retail arena.
How Do They Work?
While some frame manufacturers will partner with lens companies to offer bundled packages, brands that produce frames and have their own lens labs are able to offer their own complete branded frame and lens packages manufactured in-house to order. As with all products, prices and quality differ according to the brands involved.
Regardless, there are several benefits to be had. Firstly, frames that are sold as part of a frame and lens package will usually be supplied to your practice on consignment. This can significantly reduce overheads, improve cash flow and lessen the risk of dead stock. Additionally, it lessens the burden of stock management, frame buying, and labelling, among other things.
Lens choices are usually presented as a limited range from a particular supplier with prices covering specific single vision or multifocal lenses. Patients can choose to upgrade to premium lenses, by adding multicoats, high index or photochromic options, although some packages do include these options.
You’ll also find savings in the process of dispensing. To place an order, all you need to do is go online and provide the order number, prescription, centration, frame and lens codes. The order is then fulfilled by the lab and sent to the practitioner. This makes for efficiency and cost reduction as you don’t have to package up a frame, courier it to the lab then worry about stock management. These simplified systems can also reduce transcription errors and, in doing so, avoid delays and the frustration of remakes and unhappy patients.
In some situations practitioners use a frame scanner/tracer that scans the frame and provides lens thickness data and profile images to show the patient. Instantly and effectively comparing the thickness profile – and therefore potential cosmetic and weight/comfort benefits – to higher index upgrade options, allows the patient to make an educated decision. The data is then uploaded to the laboratory, processed, completed and sent out.
Independent Thinking
Malcolm Kofsky, owner and founder of Kofsky Optometrists in Rose Bay, Sydney, believes lower priced frame and lens packages have their place.
“We offer limited frame and lens packages which are designed for patients who tell us that chains offer this option. These packages allow us the opportunity to match price and remain competitive, reducing the potential for losing the patient.”
However Mr. Kofsky cautioned that large margins on a small retail price don’t necessarily equate to greater profit. “Packages restrict the ability to upsell as the conversation is starting from the wrong end. They have a place but sometimes give a false sense of doing well, as a high margin does not mean you are making more money.” He cited an example of a low price competitive package – where the mark-up was high and provided a large margin. However, a higher priced set of customised frames and lenses, albeit with a lower margin, provided more dollars than the package.
“We have to be careful about being lulled into thinking margin is everything – with lower cost items, you have to be driving a large number of patients through the door, which unlike the chains, independents may not be able to do”, said Mr. Kofsky. While the decision will ultimately be made based on your market, he suggests that instead, we should strive to increase the dollar amount of the initial first purchase and use frame and lens packages as a possible second pair option.
Premium Packages
Not all frame and lens offerings are targeted at the budget end of the market. In fact there are several premium brands that prefer, or even insist, on having their brands fitted with their own lenses – brands like ProVision and Rodenstock for instance. Rozalb Naqshbandi, Sales Support Manager at Rodenstock Australia explained that her company calls these packages “Companion Sets” and, as they comprise quality Rodenstock frames and lenses, pitches them as a higher end option. The frames and lenses are matched, so that the optimal form and function can be offered for a particular prescription. If the particular combination is deemed unsuitable, other recommended combinations can be provided, with frames that may not be in stock but can be provided for the patient to review.
The Future
The recent EssilorLuxottica merger is likely to shake up the package deal market. The global giant’s increasingly multi-dimensional integration of manufacturing, marketing, distribution, prescribing, fashion, retail and funding channels, will place ever greater pressure on suppliers.
Never-the-less, frame and lens packages remain a solid option and it’s a good time to create your niche within this business model. If you are currently offering your patients frame and lens packages, or you’re considering taking them on, why not set up a dedicated dispensing area to promote this service… and take a look at the following options for new frame and lens ideas that could build your business.
Packages to Build your Business
Bonastar
Bonastar is one of the few optical suppliers to offer complete packages for independent practices with competitive prices, risk-free consignment stock, and an extensive range of selections.
In addition to its standard Style, Value and iSave package deals, Bonastar now goes the extra mile by offering ‘frame + fitting’ and ‘lens + fitting’ packages for customers with special needs in lenses or frames.
The ‘frame + fitting’ packages provide customers with a choice of single vision, bifocal, trifocal and free-form progressive lenses, in any index, with any lens coatings and treatments added on top of the deal. Bonastar’s ‘lens + fitting’ packages are supplied to practices with their own choice of frame brands or those that want to reduce their current inventory level.
Bonastar Style packages are also available from OSA and City Optical.
Contact: Bonastar (AUS) 1300 763 988 or 02 9310 1688
GenOp
Plug into the GenOp supply chain to access dynamic and cost effective frame and lens packages that appeal to new and existing customers.
GenOp offers two value programs tailored to kids and adults: Kool Kids Frames and Designer Eyewear. Leverage world famous brands such as Calvin Klein, Nine West, Lacoste and Nike to attract adults and children, then sweeten the offer with a complimentary second pair, subsidised by GenOp (terms and conditions apply).
GenOp’s frame and lens packages come complete with merchandising kits and dispensing tools.
Contact: GenOp Account Representative
Opticare
Opticare is a 100 per cent Australian owned and operated independent company with a wide portfolio of affordable designer frame and lens packages.
Choose from frame collections including: Hyde’s charismatic, unisex modern-retro frames, Aston Smith’s distinct, sleek and robust designs for men, Deborah Hayes’ timeless vintage silhouettes with elegant detailing, and our best-selling brand, Instyle Eyewear.
Instyle Eyewear offers an extremely affordable range of colours and styles to suit any individual.
The collection includes Instyle Kids – playful metal and acetate frames for younger patients, and Instyle Plus – a premium eyewear option that provides attractive styling, lavish designs and all-day comfort.
Opticare’s frames can be paired with the company’s superior quality lenses for a complete hassle-free ‘Frame + Fit’ package. Order your frame and fit package online via Optilink before midday to receive your order the following business day.*
Contact: Opticare (AUS) 1800 251 852
*Next day delivery applies to standard lens orders placed in NSW only. Please allow for up to two additional days for other states.
Rodenstock Companion Sets
Rodenstock Companion Sets are premium frame and lens packages delivered to your practice from the same source. These packages are designed for patients who are looking for quality and eye care professionals looking for easy to dispense frame and lens sets with the assurance of German quality and a strong warranty. The Rodenstock Companion Set provides your patients with premium frame and lenses including:
- High index materials (1.60 & 1.67).
- Thin and light aspheric lenses
- Maximum front and back surface UV protection
- Extremely light and stable frames which are resistant to corrosion and are hyper-allergenic.
Contact: Rodenstock Account Manager
Shaan Magic
Shaan’s Magic frame and lens packages will save your staff time and help to increase practice revenue. There’s no need to send frames back to Shaan for lens fitting – simply place your order for the patient’s selected frame and lens and the completed product will be shipped to your practice. All Shaan Magic frames can be fitted with the company’s available lens indexes, coatings and treatments.
Contact: Shaan (AUS) 1800 777 560
ProVision
ProVision’s supply and fit model offers a choice of 10,000 optical frames and sunglasses and you can check availability for each using ProSupply, which is updated 24/7. Place a supply and fit order and ProSupply sends the frame directly to CR Surfacing, Essilor, Hoya, a GenOp Lab, Jack Chapman or Rodenstock. With ProSupply you can decrease freight costs, keep your best-selling frames on display, reduce your stock holding and delight customers by turning frame and lens orders around quickly.
Contact: ProVision (AUS) 1800 035 618
Frames Etcetera
Frames Etcetera has a long history of working to improve the supply logistics for independent optometrists. To this effect, the company established frame and lens packages with preferred laboratories for the Capri brand, as well as private label brands for the major buying groups. Recently Frames Etcetera extended its frame and lens package brand portfolio to include the Onyx sunglass and Zana + Max collections.
The Onyx sunglass collection is a competitively priced, on trend sunglass collection with four-base curve and an even mix of male and female designs.
Zana + Max is an exciting new optical collection that will expand the diversity of designs available within the frame and lens package collection.
Pictured is CAPR285C1.
Contact: Frames Etcetera (AUS) 1800 708 771
Optique Line
Australian owned companies Optique Line and CR Surfacing have joined forces to supply independent optometrists with two well-priced premium optical frame and lens packages. The Australian See and Save program supports practices by offering packages that are competitive while still enabling the practice to maintain a respectable margin.
The See and Save program comprises two optical frame brands, the Gemini Collection and Gemini Essentials. Both are regularly updated and always represent current styling.
Contact: Optique Line (AUS) 03 9853 0796
Essilor
Essilor is working with local frame companies including Frames Etcetera, Apollo Optical and Piranha Eyewear and independent practices including ProVision, Eyecare Plus and EyeBenefit members to improve supply chain services. Practices simply place one order with any Essilor laboratory for both the frame and Rx lens solution required.
This reduces courier costs; frees up cash with less reserve inventories and delivers the cost saving benefit of less invoice processing. Additionally, having the frame at the time of order means the lab can optimise the lens thickness during manufacturing and design the best fitting to optimise lens retention and look.
Currently, the following popular frames form part of the frame and lens program: Capri, Buddy, Maze, Maze + and Apollo. Additionally, the program includes a range of RX Sports Sunglasses from Ugly Fish.
Contact: Essilor Account Manager
