Package deals and bundled offerings have become the norm for most optical retailers, especially large chains. Patients have come to expect multiple optical products to be offered for one price – they perceive this to be value for money.
While initially introduced to move low-budget eyewear, times have changed and over the past 15 years, we’ve seen a plethora of deals introduced to meet different patient demographics, as Rayleen Tamblyn explains.
Making quality optical products requires several ingredients: we need the prescription, quality measurements, frames, and lenses.
And we need optical retailers, frame companies, and lens manufacturers to work together to provide the full product.
To deliver finished products to our patients at retail prices that leave a margin for each of these parties, efficiency, and productivity are key.
It’s a symbiotic relationship; each of us relies on the other to survive and, hopefully, to thrive.
Such is the volume of orders that Specsavers has established its own labs to grind and fit its proprietary frames with lenses to supply partner stores. EssilorLuxottica does the same, although it supplies its owned practices (OPSM, Sunglass Hut, and Laubmann and Pank etc), as well as independent practices.
For many independents, partnerships formed between frame and lens suppliers, driven by online ordering platforms, have provided the competitive solution. These ‘one stop shop’ arrangements offer distinct price and efficiency advantages that are passed on to independent practices, enabling them to maintain a competitive position. CR Labs and Safilo, for instance, run a programme called Full Circle. Rodenstock and De Rigo offer a similar service fitting De Rigo’s range of Italian frames with Rodenstock’s German lens technology. Opticare also offers practices a complete service with its proprietary frames and lenses.
It’s a symbiotic relationship; each of us relies on the other to survive and hopefully, to thrive
In July 2015 Shamir, now owned by EssilorLuxottica, acquired Eyres eyewear, enabling the two brands to jointly offer purpose-designed safety frame and lens packages. Frames from Marchon’s brand portfolio can be fitted with VSP Optics lenses through the VSP Optics Australia Lab.
Fundamentally the approach is the same:
- Practices maintain a display product on the shelf, from which they can place an order. This minimises stock held in the practice while maximising opportunities to repeatedly sell the same frame.
- Order placement via an online platform, which streamlines administration, reduces the chances of error, and frees staff up for customer care/sales.
- Lens labs receive digital orders, have a frame company’s traces to hand, and their technicians are familiar with the product, which speeds up turnaround time.
- Supplier invoicing is also streamlined: rather than receiving an invoice from the lens lab and one from the supplier, one complete job triggers one invoice, making reconciliation easier.
- When frame and lens companies work together, they have confidence to offer warranties. By using the Win-fit complete ordering system established by Rodenstock and De Rigo for instance, independent optical retailers can offer patients a complete frame and lens package with a complete warranty.
- By combining resources, frame and lens companies are also better equipped to support trade partners with marketing and promotions. The Full Circle programme, for example, provides resources to help practices promote their complete eyewear packages.
- And finally, just to seal the deal, suppliers often offer preferential price structures, to further boost the profit margin of loyal trade partners.
Ultimately, this means practices can promise high quality product with a faster turnaround and at a competitive price with a sustainable margin… and all with the greatest confidence as they know their supplier.
These innovative partners are providing independent optical businesses with a smarter, more efficient way to offer patients top quality designer frames and cutting-edge lens technology eyewear solutions, all while enjoying increased operational efficiency, streamlined logistics, and cost savings.
Take a look at the options presented below.
Rayleen Tamblyn is an optical trainer with the Australasian College of Optical Dispensing (ACOD) and an experienced, qualified optical dispenser. Ms Tamblyn has worked with ACOD since 2021 and also works as a retail manager at Specsavers.
The Complete Package Bundle Offers
Marchon Second Pair Offer
Marchon
Make the most of the Marchon Second Pair Offer, a cost-saving programme designed to increase your margins and maintain your competitive edge, all while enjoying the conveniences and benefits of plugging into Marchon’s integrated supply chain.
Receive a free or reduced second pair when you order a current frame from the Marchon brand portfolio, complete with VSP Optics lenses through the VSP Optics Australia Lab.
Contact: VSP Optics (AUS) 1800 251 025 or (NZ) 0800 141 444
Eyres by Shamir
Eyres by Shamir
Your customers need eyewear they can rely on, even in the most challenging conditions. At Eyres by Shamir, safety frame and lens packages offer comprehensive eye protection.
Eyres by Shamir has created revolutionary products, designed by Australians for Australian conditions.
The eyewear performs at the highest level in sport, everyday wear, and at work. Wearing Shamir lens designs with Eyres leading safety frames is the key to enhancing your client’s vision to ensure they get the most comfortable and reliable eyewear, no matter where their active life takes them.
Eyres by Shamir is all about safety.
Contact: Shamir (AUS) 1300 553 465
Safilo and CR Labs
Safilo and CR Labs
Safilo and CR Labs have partnered to provide customers with an exciting and competitive omni-channel frame and lens programme, offered across a selection of market-leading and high-profile Safilo brands, coupled with high-quality prescription lenses from CR Labs.
The programme’s optical and sun ranges include brands like Carrera, Kate Spade New York, Carolina Herrera, BOSS, Under Armour, Polaroid Kids, and Privé Revaux.
The programme brings exceptional value to the eyewear industry, helping independent practices stand out in a competitive environment, and providing the opportunity to offer the best experience to their patients while maximising profitability.
Contact: Safilo (AUS) 1800 252 016 or CR Labs (AUS) 03 8795 9111
Opticare Frame and Fit Packages
Opticare
Opticare offers a comprehensive ‘Frame and Fit’ package designed to provide independent optometrists with high-quality, stylish frames while maintaining strong margins. Curated packages include a wide range of metal and shell frames from collections like the Instyle Plus Premium, Instyle Kids, Hyde Optical, Deborah Hayes, and Just Titanium, catering to various price points and customer preferences. With next-day delivery available for online orders placed before midday, Opticare ensures efficiency and convenience for your practice.
Contact: Opticare Account Manager
De Rigo x Rodenstock
De Rigo x Rodenstock
With De Rigo and Rodenstock both being world leaders within their optical fields, this collaboration offers quality frames and lenses that are known and trusted in a competitively priced package deal.
Practices can make up to 84% margin, with a 45% discount. These packages have been designed using premium-quality prescription eyewear and lenses engineered from the highest quality to enable independent optometrists to compete with the corporates. This initiative will increase profitability and provide innovative solutions to grow and support independent optometry.
Contact: De Rigo sales@derigo.com.au or Rodenstock optics@rodenstock.com.au
