Two successful O.D.s spell out their smartest strategies for keeping millennials’ contact lens purchases in-office instead of online

capturing and keeping those fickle millennial contact lens wearers isn’t easy for brick-and-mortar eyecare businesses.

In fact, a 2016 survey from UPS and ComScore revealed that the millennial age group makes 54% of its purchases online, up from 51% in 2015 and 5 points ahead of the 49% of purchases made online by nonmillennials.

How can you keep this shopper—who is increasingly turning to their computer, smart phone, or tablet for quick reorders—in the house? Here, we check in with two O.D.s who have their Gen Y sales dialed in, and they serve up an ABCs list of strategies and ideas.

Listed here, from A to Z, is how Justin Bazan, O.D., owner of Park Slope Eye in New York City, and Jennifer Fogt, O.D., associate professor at The Ohio State University, explain their contact lens success with millennials.

is for Annual.

“Capturing the annual supply in-office is our primary objective.” —Dr. Bazan

is for Buy.

“If we don’t get them in-office, they at least know we have options to buy from us online or over email when they are ready.” —Dr. Bazan

is for Conversation.

“Conversing about their eyes—more than their contact lenses—puts the emphasis on why they need to return each year.” —Dr. Fogt

is for Discomfort.

“It’s easy to blame discomfort on contacts. Talking about ocular health can help them realize that successfully wearing contacts isn’t the same as shopping for shoes.” —Dr. Fogt

is for Email.

“Our secondary objective is letting them know we are there to help and to email us when they need to order.” —Dr. Bazan

is for Feedback.

At the end of Dr. Bazan’s follow-up patient emails, he asks, “How did we do?” followed by an invitation to “click [to a link] to rate your experience.” —Dr. Bazan

is for Grow.

You can grow the relationship even if the millennial is just shopping. “We nicely ask where they plan on buying. That’s…the first step in figuring how to retain their business.” —Dr. Bazan

is for Hygiene.

“Most millennial parents choose daily disposables based upon worries their kids will tear a lens or get an eye infection due to hygiene.” —Dr. Fogt

is for Immediacy.

Millennials love to be in on what’s new and now. “It’s as simple as saying, ‘I have a new product you will love, and you’re going to get a chance to check it out right now.’” —Dr. Fogt

is for Juggling.

Multitasking millennials “sometimes try to check a text while behind the phoropter or look up a price before the exam is over.” —Dr. Fogt

is for Keep.

“Making a few points about eye health keeps the patients valuing their chair time.” —Dr. Fogt

is for Lens.

“I take a few minutes to talk about why I have chosen a lens for them and the technology of that lens.” —Dr. Fogt

is for Misconception.

“Often there’s the misconception that we are expensive. Once we provide clarity, we are often able to make the sale.” —Dr. Bazan

is for Need.

“Millennials need to know we are there for them and that they can simply email us when they need to order more lenses.” —Dr. Bazan

is for Online.

“When we see millennials, we mention they can order from our website. That ties them to us online and in person.” —Dr. Bazan

is for Posting.

“We post regularly. It shows millennials we stay current with the latest technology.” —Dr. Fogt

is for Questions.

“It’s all about the doctor asking questions and stressing innovations.” —Dr. Bazan

is for Recycling.

“Our latest social media efforts have raised awareness of our contact lens recycling program.” —Dr. Bazan

is for Shop.

“When a person indicates they want to shop around, we inquire about their other options.” —Dr. Bazan

is for Technology.

“Millennials love technology. They want the best, and generally aren’t afraid to pay for it.” —Dr. Fogt

is for Understand.

“Millennial parents often return for dailies for themselves after understanding the benefits for their kids.” —Dr. Fogt

is for Value.

“Offering a few points about ocular health makes the patients value their time and brings them back.” —Dr. Fogt

is for Work.

“It’s all about finding a lens that fits properly and has properties that work best for each patient.” —Dr. Fogt

The alphabet ends, but the questions about this unique market don’t. And neither do the challenges—and resulting rewards—of keeping millennials in contact lenses via your business.

—Stephanie K. De Long