Tech Tracker: Five Ways Try-On Systems Can Increase Your Business

A guide to the ins and outs of try-on technology

by Erinn Morgan

Most eyecare professionals who use virtual try-on systems are excited about having this high-tech tool in the dispensary. "It really, really, really is a great tool," enthuses John Bonizio, general manager of the New York City-based Metro Optics. "It is as important to my dispensary as a phoropter is to the doctor. They give tools to the doctor and a pen to the salespeople. But this is a sales tool we really can use."

Today's try-on systems boast a variety of features and benefits. These range from virtually trying on frames—enabling patients to see and compare several frames at once on their face—and digitally taking lens measurements, to illustrating the benefits of lens extras like anti-reflective coating and various tints. Because of all they do, try-on systems can help build your business in a variety of ways, including these five.

Virtual try-on systems let patients see themselves in several frames at once. Photo courtesy of Activisu Solutions

HELPING THOSE WHO CAN'T SEE THEMSELVES

1 High-prescription customers may have previously been put off from the eyewear purchase process because they could not properly see themselves in frames they were trying on. Virtual try-on systems put an end to this and open the door for ECPs to serve this customer, who may have previously been missed.

"Especially when they have a high prescription, they are at your mercy," says Alanna Smith, an ABO-certified optician formerly with Valley Vision Clinic in Neenah, Wis.

Try-on technology makes it easier for patients to decide on a frame and also reduces the likelihood of customers returning because they're unhappy with their choice. Photos courtesy of Camirror (left) CyberImaging (center), and American Bright Systems (right)

HELPING THOSE WHO CAN'T MAKE A DECISION

2 The second category of customers who are greatly helped by a try-on system are those who have a hard time making a decision.

"The biggest problem optical salespeople have is when working with the two toughest customers—people who can't see themselves because they have a high prescription and the people who just can't make a decision," says Bonizio.

"I certainly wouldn't want to try to sell them a house let alone glasses. But when they are on same side of the table as you and are looking at the same thing on the try-on screen, it is much easier to help them make a decision and close the sale."

Bonizio also says that while they do not steer every customer to use the try-on system, he and his opticians can target the people who would benefit from it the most.

CLOSING THE SALE…AND KEEPING IT CLOSED

3 Whether working with someone who cannot make a decision or a patient with a high prescription, Bonizio notes that an ECP's focus with the try-on system is to simply close the sale.

"About 90 percent of what we use it for is to close sales. This machine is worth every nickel because it helps with this situation," he says.

If the customer is more certain about and satisfied with their purchase, it is unlikely they will return with problems later.

"A patient's perception about what they're getting is the most important thing," says Bonizio. "The more work you do at dispensing, the less rejection you have."

JUSTIFYING THE PRICE OF HIGH-END EYEWEAR

4 A try-on system can also help with a high-end sale where customers want to be more certain about a frame and lens combo before making the investment.

"A good salesperson is going to really use the system as a tool and point out the pros and cons of each frame, including the front, sides, details, and things like AR and tints," says Bonizio. "This is what it takes to close the sale."

iPoint Virtual Try-On System. Photo courtesy of Officemate

SHOWING THE FEATURES AND BENEFITS OF LENSES AND LENS EXTRAS.

5 "We like to use it for the tutorial of AR, poly, and polarized," says David Kovar, owner/optician at a Pearle Vision Center franchise in Omaha, Neb.

"It's quite handy and people really like the real-life viewing scenarios like a glare reduction you can visibly see," observes Kovar, who adds: "Those real-world examples really make a huge difference."

As a result, Kovar says his sales of premium lens extras have really increased. "It lets patients understand what they will be getting with the premium upgrade and why they are spending money on it."

Smith uses her try-on system to show the difference in lens thicknesses to patients.

"Once they choose their frame, we can put the script and PD in and the computer actually figures out what the thickness would look like in that frame," she says. "It also shows how big or small their eyes look in that script." EB