Essilor has established a Transitions Style Academy and hosted a series of breakfasts for optometry practice managers and dispensers that aim to change the conversation around Transitions lenses.
Signature Style Colours and XTRActive Style Mirrors are the two newest ranges from Transitions, collectively offering ten new options for the millennial market. The lenses have been embraced by optometry, however with its more fashion forward focus, eye care professionals have had to adjust their approach to conversing with patients.
This is really exciting, it’s the first time we’ve had such a platform of resources dedicated to support Transitions
Tara McCabe Marketing Director for Essilor Australia/ New Zealand said the new on-trend collection of lenses are now being supported by a comprehensive program to help ECPs do exactly that. The program includes dedicated point of sale, merchandising tips, an online resource hub, and the opportunity to host VIP events for customers – supported by appearances from style ambassadors and influencers.
Essilor has engaged five style ambassadors, among them fashion entrepreneur Shaun Birley and the 2017 Miss Universe Australia winner, Olivia Molly Rogers, who were at the Brisbane breakfast to speak with ECPs about current trends in colour and style. Additionally, fashion stylist and marketer Claire Fabb was on hand to talk to the audience about how to start conversations with patients about style in order to build rapport, gain an insight into their patient’s preferences and then guide them in their choice of eyewear.
Ms Fabb provided ECPs with tips for creating their own wardrobe and spoke about fashion colours and styles in clothing and eyewear currently trending. She offered simple tips to engage millennials on style. These included finding an element of their wardrobe to compliment them on, and asking them about clothing and eyewear styles worn by their favourite celebrities or public figures. Ms Fabb also urged ECPs to encourage patients to try something new on. “Even if they are not sure about your suggestion, you might find when they try something new they think, this looks amazing.”
An Exciting Platform of Resources
Ms McCabe said the point of sale and sales tools developed by Essilor will also help start conversations and guide patient choice. Shelf wobblers created with a special material that emulates lens colours enable optometrists to provide customers with lens colour samples they can easily see in-store. A style swatch book enables optometrists to mix and match colours, facilitating conversations about the frame and lens colours that work best with a patient’s hair, skin and their wardrobe colour preferences.
The online resource hub provides practical tips about conversing with optometrists, insights about millennials, a quick reference guide on Facebook and Instagram posts, merchandising tips, and more. “This is really exciting, it’s the first time we’ve had such a platform of resources dedicated to support Transitions,” said Ms McCabe. She also announced significant incentives for front of house staff and practice owners – with Visa cards, personal style makeovers with a fashion stylist valued at AU$1500, and $10,000 practice makeovers up for grabs for top performers in each state.
Ms McCabe said Essilor was looking for industry brand champions who would spread the word about the new style collections from Transitions and said those who become industry brand champions will host VIP nights in their practices, with support of Essilor who would arrange for a local style ambassador to be present.
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