There's no doubt out there (we hope) that upping your tech game with a website, online listing or active social media profile can boost your biz, but one area that's often overlooked when it comes to keeping patients engaged is the high-tech, high-touch tools that are available to use in your dispensary.
Virtual try-on, or VTO, is being used by ECPs with their patients to enhance their face-to-face interactions. Even traditional eyewear boutiques are using dispensing technologies to boost their customers' shopping experience, like Optical Arts of Toledo, Ohio, which turns away from certain digital developments, but finds VTO helpful.
At Optical Arts in Toledo, Ohio, opticians assist patients with the ABS Smart Mirror. Right: Mary Nyitray, owner of Optical Arts.
"Optical Arts does not have an online store because it rubs against my optical perfectionism," said owner Mary Nyitray. "One of our tech-savvy tools is the ABS Smart Mirror. It will take pictures of the client and the frames they are looking at, so they can put their glasses on and actually see what they look like. We also have Visioffice, which does the same thing but allows us to email the pictures."
There are many measurement and try-on tools available to ECPs, and many are finding it helpful to demonstrate the different angles of the face, frame fits and lens types on-screen. Two dispensaries who discussed their VTO experience with CLICK are using Optikam, a virtual tool that allows them to connect more intimately in person with patients.
Ruth Domber, owner of 10/10 Optics, an upscale practice and boutique in New York City, uses Optikam for patient "makeovers" that the dispensary is known for. Using the system, which is comprised of a digital camera attached to a display monitor, Domber takes multiple photos of patients in different "looks" she creates for them based on their face shape, coloring and lifestyle, and allows them to see the looks side by side. "Optikam is an excellent way to communicate objectively with the patient because you both see the same image," Domber said. As an added bonus, the images can be emailed to the patient and shared with family, friends and on social media sites.
Another user, Marcus McNeill, owner of Seek Eye Care in Fort Bragg, N.C. uses the Optikam app both on his iPad and with his Apple TV. "I have the HDTV screen up so no matter where I am, we can look together and share the experience," said McNeill. He also uses the app to show patients the variation between lens materials in real time. "That's helped tremendously for my push for computer eyewear, which fits certain patients more than progressives," he said.
Marcus McNeill, owner and optician at Seek Eye Care in Fort Bragg, N.C., uses the Optikam app to show lens and frame options.
In addition to using the app in his store, McNeill employs another facet online as part of his social media strategy: Optikam Video, a consulting portion of the app that enhances ECPs' search engine optimization with shareable video content. "We put one segment on Facebook each week to enlighten and educate at the same time," McNeill said.
The bottom line, McNeill told CLICK, is that patients of all types enjoy the integration of new retailing technologies in their visits. "From 18 to 80, they love technology. They get excited about it. For an independent, the most important thing is defining your niche. Technology gives an opportunity to get ahead, to create an environment, and more than an environment—an experience."
The New CLICK: Online Trends and In-Store Tech for Today's ECP
VM has revamped, redesigned and relaunched CLICK for the modern optical
professional. This editorial makeover includes a new look which
integrates print and online stories. Unique reports will bring optical
retailers up-to-date on developing retail technologies, e-commerce,
social media and digital trends, and an insider view of how these
technologies are being used by ECPs across the country. Look for this
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