Dispensing Frontiers
Do Your Frames All Look Alike?
It's a common problem. Here's what to do about it.

BY LEONA MEDITZ

When it comes to frames, patients are always looking for something new and improved. If your frames all look alike, patients may purchase only one pair, or reuse their old frame, or simply buy elsewhere. (If fewer than half of your prescription patients purchase their eyeglasses from you, more than 25% of your patients reuse their old frame, or 80% or more of your patients buy only one pair at a time, you're probably offering a poor mix of frames.)

Of course, you can't carry every frame. That's why it's important to assemble the right collection of frames. The right "mix" will create multiple pair sales and referrals. And with vendors tightening return policies, stocking frames that you know your patients will buy will decrease markdowns.

	ILLUSTRATION: AMY WUMMER

BUYING THE RIGHT MIX

If all your frames look alike, your buyer may be making purchasing errors that could cost you thousands of dollars. Common mistakes include:

Overbuying best sellers. Sixty percent of eyeglass wearers purchase conservative frames, which automatically makes those frames "best sellers." For that reason, most best-selling frames will look similar regardless of the vendor. However, a mix consisting entirely of "best sellers" only works if all of your patients want conservative frames.

Using standard plan-o-grams. Frame suppliers in board management programs often use a standard "plan-o-gram" -- a demographic bell curve designed by chain stores, intended to ensure that each store has "something for everyone." A plan-o-gram assumes your patients are:

• 5% "trendsetters." These individuals sacrifice quality for style because being "in" is very important to them.
• 20% "fashion forwards." These people want something newer and better than what they have, and want to be told what's "best." They enjoy the shopping experience so much that they may not wait for their next eye exam to buy.
• 60% "conservatives." These folks want quality and a relationship with their dispenser more than style. Being listened to is more important than a frame's features and benefits. They buy lenses first.
• 15% "budget-minded." These patients want their frames to work like more expensive product, but want their insurance to pay for it and no out-of-pocket expenses. They want frames with size choices and knowledgeable opticians. (They may have strange requests such as cable temples, nose pads on zyl frames or narrow keyhole bridges.)

Basing product mix on these numbers works for chain stores because they reach so many customers. But it will only work for you if your patient mix happens to exactly match these demographics -- which isn't likely. (Contact me at Leona@3ps4profit.com  for more information about commissioning a graph and analysis of your practice's actual patient demographics.)

Having no "sales to purchasing" system. Does your buyer have an inventory model and a feedback sales loop to check it? Without a selling model specific to your practice, your buyer can't identify sales patterns. Those patterns should be guiding your frame purchases.

First, create a model based on your patient demographics and stock frames based on that model. Then, track your sales and fine-tune your model accordingly. Typically, buyers can point out specific frames that sell well, but they don't know what it is about those frames that patients find attractive. Using this system will help your buyer identify what it is that makes specific frames so popular.

DOING WHAT WORKS

Of course, offering your patients frames that all look alike isn't a problem if your sales statistics support a homogeneous mix. But if that's not the case, it's time to customize your mix to match the patients you serve.

Leona Meditz has 25 years experience opening, owning and operating optical dispensaries. To learn how to train your people or manage products, visit her Web site at www.3ps4profit.com or e-mail Leona@3ps4profit.com.