Dispensing's New Wave
Virtual try-on systems are creating a buzz in many optical shops. Here's how dispensers are using them to increase customer satisfaction, create excitement, and increase sales
By Erinn Morgan

Some dispensaries just can't live without them. "If someone came in and stole our virtual try-on system, I would have one by the close of business the following day," says Vicki Nevins, optical manager at The Indiana Eye Clinic, which has locations in Greenwood and Plainfield, Ind. "It is that great of a tool."

Activisu's Swing is a plug and play virtual imaging system that shows patients how they look in frames with snapshots and video sequences

Virtual try-on systems, such as the one used at The Indiana Eye Clinic, are coming on strong in the optical industry. These systems assist customers (especially those with strong prescriptions) to better see themselves in the frames they try on in the dispensary when they take their own glasses off.

"We have always had patients who are unable to see themselves without their glasses on--and they may have 20 pairs of frames they are considering and have a hard time seeing them at all," says John Garrels, OD, of West County Optometry in Elcherrito, Calif. "Having a digital camera and computer system that allows customers to see their options side by side gives them the ability to select which frames look the best on them," he adds.

Most try-on systems can also show a variety of lenses and lens coating options, as well as a full spectrum of colored contact lenses. "We were looking for something that was fast and easy to use--not time consuming so it's detrimental to the patient flow," says Garrels. "We can show frames. We can show lenses. And if they want to see a colored contact lens, we can pop that on and see what the different colors look like."

The bottom line is that virtual try-on systems help patients, while at the same time helping dispensers increase customer service--and likely their profits.

"It has most definitely helped to increase business," says Nevins. "Our sales have increased by 20 percent in the last two years and this has been a part of the reason. It has also just created more traffic in the dispensary."

Camirror's Eyewear Selector system

POINT OF PURCHASE

There are varying reasons why dispensers have purchased these systems for their optical shops. Some do it for their high prescription customers or because they have an older patient base with poor vision.

"It's incredible--it works really great for people who are very near-sighted," says Sueann Lolley, a licensed optician at the Phoenix Eye Center in Port Charlotte, Fla. "When they take their glasses off they can still see what they look like. You can take up to four pictures at a time. When you show them and compare it you can point out the pros and cons of each."

Some needed to address the needs of patients who were dilated after the eye exam. "We dilate every patient--they used to walk out the door and we never knew if they came back and that made me sick to my stomach," says Nevins.

In addition, some need to address the needs of low vision patients. "Our system has helped a lot because one of our doctors has a lot of low vision patients," says Nancy Casillas, an optician with Eye Associates in Berwyn Heights, Md.

	Eyeweb Imager

There are also those patients who are reluctant to trade in their familiar, old frames for new ones. "We take a picture of how they look currently in their glasses if they don't want any change," says Lolley. "Often they are wearing these lenses that are so thick. We show them a photo and they say, 'Wow, I didn't realize I looked that bad.'"

Others buy the system because they have simply had a taste of the results. "We had seen the imaging systems in the trade magazines," says Nevins. "We were planning a trunk show and called a distributor to get one for the event to see if it's really a draw for the customers. When I have trunk shows, I have customers fill out a form as to why they came. We ask, 'Was it because we had a cosmetic dentist or a manufacturer's rep here?' At this trunk show, 90 percent of the people said they came for the virtual try-on system. I was totally blown away and I had to have one right away."

IN PLACE

The logistics of the try-on systems are relatively simple. Many are plug and play products that are simple to operate. "It is easy to use--you just push a few buttons," says Neal Morrison, an optician with optometrist Linda Bennett's office in Belmont, Mass.

Paperless Practice

The majority are desktop systems that customers can sit down in front of to use. There are a few standing options as well. "We have a lot of senior citizens as customers, and they want to sit down and use it," says Nevins.

Because these systems generate excitement in the dispensary, most eyecare professionals place them in a prominent position. "We keep our unit on all the time and keep it at our most prominent dispensing table," says Nevins. "If you walk past it, you will see yourself. With this tool the patient can see what we're talking about instead of just envisioning it."

The systems are so unique that they become a conversation piece in the optical shop. When customers ask about it, this is an easy transition to showing them how it works. Adds Garrels, "It is a real eye catcher--we leave it on and it generates a lot of interest by itself."

BEYOND FRAMES

One of the added benefits of most try-on systems is that they can illustrate what different lens materials and treatments will look like in their frame of choice. Many eyecare professionals say they have increased the sales of anti-reflective coatings, photochromics, and even colored lens tints by showing how they will look in the frames.

"It helps us sell AR and photochromics and just tinting in general," says Nevins. "We can show a lens without AR and then show one with it. It's like night and day. The ones without AR have glare flying all over the place in the picture. We try to offer it to everyone because we can say that cosmetically it doesn't look like the lenses are in the frame."

	Optical Innovation's iPoint Kiosk

At West County Optometry, Garrels also uses the system to present anti-reflective coatings to patients--with a pair of demo glasses. "It is great for demonstrating AR," he says. "We have a pair of demo glasses made up with one side with AR and one side without--they can see all of the reflections on one side and not on other side in the computer screen of the try-on system. You don't have to do that electronically, you can do that manually."

As a result, some dispensers say their AR sales have increased. "It has helped our AR sales a lot," says Lolley. "We have had an increase by at least 30 percent in AR sales thanks to the try-on system. We can also show the lens thickness and the different materials available."

The investment has proven a worthwhile investment for Lolley, she adds. "We have had the system for close to two years and it has paid for itself. It is a very good asset to have. It makes the optician's life a lot easier and it makes it easier for the patient."

No doubt, many eyecare professionals are singing the praises of virtual try-on systems. "People love it," says Nevins. "It's a lot of attention for them and they are being catered to. They feel more confident that we have a state-of-the-art tool. We are actually showing them and not asking them to just visualize how they will look in a frame. It helps them make smart choices. I think every dispensary has to have one."