BUSINESS Building Blocks
The smallest eyewear clients can sometimes be the most complicated. Here, a guide to making kids' dispensing more like child's play
By Amy Spiezio
Photos by Peter Baker
Kids' business is more than downsized adult dispensing. When working with children, the considerations range from fitting tips to parent wrangling, blending science and psychology for a strong outcome for kids.
One expert on the subject, Kathryn Dabbs Schramm, FNAO, who owns four A Child's View locations in Southern California, shares her insights on what works when working with kids.
Viva International Group styles (from top): Skechers styles SK1038 and SK1511, Harley- Davidson style HD 407.
Special section cover: Horizontal models: Europa's db4k styles Lollipop and Retro; vertical model: REM Eyewear's Converse style Bold
DISPENSE BY DESIGN
Putting a dispensary together requires thoughtful grouping. At the most simple level, babies' eyewear can be pretty much grouped together regardless of gender or brand. “There are such limited styles that a display for all is a strong possibility,” Schramm notes. Otherwise, there should be more differentiation. “Display boys and girls frames separately by gender and age. There are cases of unisex designs, but they are generally differentiated by color,” she adds.
The kids' market is large, ranging from birth to age 18, and what's good for one group is not good for all. How many sections do you need? Several should do the trick.
BABIES and PRESCHOOLERS: From birth to toddlers, this little market goes together. “There's very little style for the six month old, just color,” notes Schramm.
The preschool set is a hot spot for brands when it comes to reassuring parents who may be upset and confused by their small child's optical issues. “You can tell they are walking into something they are totally unfamiliar with and need reassurance. If they are familiar with the brand name, it's an instant trust,” she says.
GRADE SCHOOL: When it comes to selecting eyewear for this group, you might be surprised by their fashion-forward tastes.
Schramm observes: “Trends go to kids then adults. Kids see it on TV, movies, magazines, and adopt, then later it goes to the older market. Kids are much more likely to embrace a trend. I get a higher percent of 11- and 12-year-olds who have $100 sneakers than adults.”
In fact, trendiness is one way to differentiate stages in school-age kids, Schramm says. “At 10, they follow trends; at 12, they will grab onto a trend right away.”
| Markets The Forgotten Markets |
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| One segment that hasn't shown much growth in children's optical is second-pair sales of sports and sunglasses. “I'm a firm believer in sports and sunglasses, and the staff are advocates, too. But people don't have the money for sun and sports eyewear,” says Kathryn Schramm, FNAO, owner of four-location A Child's View in Southern California. Not only are sun and sports glasses not growing, but kids clips sales have tapered over the years at her dispensaries. Schramm attributes it in part to misinformation, such as when parents take the 100 percent UV resistance of poly inside and extrapolate that to mean that eyes are covered for UV without sunglasses outside. Current efforts on the part of The Vision Council to promote awareness of the dangers of UV damage to young eyes may be helpful in the long run, and that's good because right now it seems that eyecare professionals have an uphill battle to talk parents into shelling out for additional eyewear purchases. |
Paul Frank styles (from top) Finding Focus Within RX72, Mister Pleasant RX95, Young Pilot Astray RX89 by Baumvision
TWEENS and TEENS: Branding's importance shifts as children get older and a name brand is more meaningful to a tween.
Later on, in the tween marketing, branding becomes important because children's interests are making specific changes, such as the sentimental shift from Mickey Mouse to Justin Bieber.
In the teen years, they are much more trendy, and that's where the adult market starts to mix in. But these young people will still often be more interested in high style, color, and accents than the adults.
DOWN TO DISPENSING
While every dispensing job involves personality and empathy, working with kids can require a double dose of both. Schramm suggests developing a rapport with parents and children, by explaining everything that is going to happen in the process of selecting and fitting eyewear.
Shown (from top) Lilly Pulitzer style Zoie from Kenmark Optical; Vera Bradley style Darla in Rhythm & Blues and Orvis style Voyager, both from McGee Group
“Look at the Rx and give feedback. Ask about patching and give feedback about how the eyewear will help the child on an everyday basis,” she suggests. One way of doing this is to break with traditional dispensing and select frames first, particularly with first timers and small children. “The choices are limited, so it's not as important,” Schramm says. “Most of what the parent is worrying about is what the kid will look like.”
| Screening: KID BIZ |
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| ClearVision Optical's “Success in the Kids Business” four-part series is a blend of training videos and white papers that provide a plan for entering into and gaining success in the kids market. Available at cvoptical.com/kidsbiz, the following are some highlight tips presented in the videos. BEFORE ENTERING THE MARKET Take the time to research your area. Ask yourself: Who is your potential patient base? Are your current patients parents or becoming parents? Also, consider surveying your current patients to determine their specific needs and if your plans work with what they are interested in buying. BUILDING BUSINESS Once you've made the jump into the kids business, it's time to start building your frameboards with an eye on a variety that will appeal to the widest swathe of young consumers. The average kids section or dispensary works with two to four vendors depending on the size of the overall inventory. Work with the vendors to keep frame boards fully stocked and fresh, especially after kids get back to school and want to update their looks along with their prescriptions. Once your inventory is in place, the videos suggest promoting second-pair sales of back-up eyewear as well as constantly educating staff and patients alike. VISIT: cvoptical.com/kidsbiz |
Kids should always participate in the selection process. “Make it clear that the child's opinion is critical,” Schramm suggests. “If the parent loves it, and the kid doesn't, tell the kid it looks good and put it to the side and go back to it.”
Sealing the deal is the final item on your dispensing list, Schramm suggests. “Review the lenses and frame, reinforce the accuracy of the lenses and frame choice, and reassure the parents that they came to the right place.”
Just how long is the kids' dispensary the right place for youngsters? “They may let you know,” Schramm says. “There is an age, and it varies, but around the same time the child doesn't want to go to the pediatrician. We still see kids coming back from college, but only because they trust us and we treat them like adults at that age. We show them the respect we would show an adult.” EB
Revolution Kids style REK2026 by Revolution Eyewear
| FITTING TIPS: Framing the Sale |
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| Fitting young kids involves more complications than your average frame selection process. Consider the following tips from A Child's View's Kathryn Dabbs Schramm. GETTING STARTED Acknowledge all participants, parents, grandparents, siblings, and of course, the patient. Avoid assuming gender and speak directly to the child at eye-level. FRAME SELECTION Let parents know the ideal eyeglass' traits: ■ Frames should center the eyes vertically. ■ Don't go too big; kids don't grow into glasses. ■ Frames should balance the face. ■ Follow the brow shape. If the upper eyewear is too curved, the child looks unhappy. If the upper eyewire is too straight, the child looks surprised. ■ Frames should be as wide as the widest part of the face. If the bridge is too wide, the eyes look close, and if too narrow, eyes seem further apart. A high bridge makes the nose look longer, while a lower bridge makes the nose look shorter. MEASURING Take PD using a minimum of two methods: ■ Mono Rx=Mono PD ■ Infants at 12′’ near PD ■ Toddlers intermediate PD ■ Age 2+ distance PD at 16′' Be sure to communicate with parents the whole time, as this is still part of your selling process. TEMPLES Once measurements are complete and eyewear is selected, fitting temples is a critical step for happy young eyeglass wearers. When it comes to kids, cable temples never go out. WHEN TO USE: With a very strong Rx, there is so much weight in the front, and kids are active, so cable tips are the best option. HOW TO FIT: Cable tips start just posterior to the top of the ear and follow the crotch of the ear. It has to be shaped to conform to the shape of the head. Just because a cable is round doesn't mean the kid's head is round, Schramm notes. ALTERNATIVE: Skull temples are another option, but most often they are too long. Skilled opticians can cut down to fit. |
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