Guiding Shoppers as Patients

Founded by VSP in 2011, Eyeconic.com extends its service beyond the website, connecting VSP’s network of 38,000 eyecare professionals who offer free frame adjustments and more. Invitations to “find a doctor” for an exam, plus links to shop sustainable options, are featured prominently throughout the site, which also encourages shoppers to make healthy choices.

According to the site, each purchase of eyewear goes through a 25-point inspection, and both shipping and returns are free. With single-vision lenses included, pricing is straightforward to avoid surprising totals at checkout, and those who connect their vision insurance can see their savings as they shop.

What’s On Offer

Eyeconic.com’s selection of 1,600 optical and 700 sun styles includes frames for men and women spanning a large price range with the lowest price point currently listed at $80. Among the 53 brands on offer are Coach, Gucci, Kate Spade, and Maui Jim—in addition to brands associated with VSP’s companies, Marchon and Altair, such as Lacoste, Salvatore Ferragamo, and Cole Haan.

Contact lens offerings include daily, toric, multifocal, and color + enhancing—organized by brand, lens type, and wear frequency. The 18 brands include Acuvue, Biotrue, MyDay, and Precision1. To ensure a proper fit, Eyeconic.com once again employs its partnership with VSP to provide a complimentary contact lens consultation with a VSP optometrist.

Spotlight On Sustainability

Featured prominently on the homepage and within product results, links to shop sustainable styles guide customers toward environmentally conscious options. The sustainable styles page allows shoppers to choose from four eco-conscious material categories: responsible acetate, upcycled plastic, plant-based resin, and Acetate Renew—a material by chemical company Eastman comprising 40% certified recycled materials and 60% bio-based content.

Further, Eyeconic.com shares it recently introduced a shipping box made with 100% recycled materials and nontoxic ink, which the company says will save 748 mature trees annually, resulting in roughly 35,904 pounds of carbon dioxide being removed from the air.

The ECP Connection

Throughout the site, there are many invitations to find an eyecare professional, which might nudge certain customers to refresh out-of-date prescriptions. They don’t even have to click to a new site to start their search, as Eyeconic.com’s built-in “find a doctor” feature leans on its partnership with VSP while making it simple for potential customers to make healthy choices.

According to Eyeconic.com, it is the only site where customers with VSP, MetLife, or Cigna insurance can purchase in-network, promising an instant savings of $220 or 20% off additional eyewear once insurance is entered. Contact lens customers can save up to $120 when committing to an annual supply of contacts—supported by a six-month prescription guarantee, shoppers don’t need to worry about wasted money and product if their prescription changes.

A “How to Buy Glasses Online” page walks customers through determining their face shape, introduces the different kinds of lenses and their benefits, and instructs users how to read and properly enter prescriptions and eyewear measurements before ordering.