NEW BERLIN, Wis.—In an effort to improve customer experience and patient convenience, Wisconsin Vision plans to relocate and expand three of its Milwaukee/Waukesha area locations. This follows the extensive remodeling of a fourth Wisconsin location earlier this year. In addition, Wisconsin Vision, the state’s largest independent vision care provider, is working to launch tele-optometry remote eye health exams at four pilot sites this fall. All three of the planned office relocations are designed to improve the customer experience and allow Wisconsin Vision to expand the site footprints to 2,000 square feet. Two of the moves are from leased locations to Wisconsin Vision-owned properties.

“For us, it’s about elevating the patient experience and journey,” Wisconsin Vision president and chief executive officer Darren Horndasch told VMAIL. “[In the new locations], we control our own destiny and we are able to do some things that create more of an exciting appearance when you walk in. And we’re hoping to enhance the patient’s journey with some kiosks ….where patients can walk up and view some products. They also can view a Q&A and other things while they are waiting for their exam.”
 
In addition to new flooring, furnishings, lighting and cabinetry, all new locations feature larger shopping experiences with “brand walls” showcasing product from Ray-Ban, Nike, Coach and others. Wisconsin Vision also installed interactive “learning center” kiosks where customers can search vision wear by lifestyle and research frame materials, glasses and contact lenses, and coatings such as blue light blockers, anti-scratch, anti-fog, and anti-glare. The kiosks also provide information about Wisconsin Vision’s own locally based LBC Optics lab where it produces prescription lenses.       
 
“The relocations provided a great opportunity to add more technology to our stores that might be of interest to our customers and patients, and to enhance their understanding of vision care and wear options,” Horndasch said. “As our industry becomes more commoditized on the internet and with large retailers, we have to find creative ways to drive consumers to our locations and personalize and enhance their experience.” 
 
In early 2020, Wisconsin Vision completely gutted and remodeled its Milwaukee Layton location, also.  
 
Also in the development stage, as tele-health continues to grow and gain acceptance, Wisconsin Vision will pilot comprehensive eye health exams using advanced tele-optometry technology at four locations performed remotely by licensed optometrists. The remote exams will be available beginning in October at Wisconsin Vision’s Franklin, Janesville and Madison East locations. Once the new West Allis location is open remote exams will take place there as well. 
 
“Patient convenience is the number one driver,” Horndasch said. “No more waiting for an appointment on particular day to schedule your eye exam. With tele-optometry remote exams, appointments are available on demand during all open hours at the same fee as an on-site exam and covered by insurance.” 
 
Patients meet first with a highly trained technician when they arrive for their tele-optometry appointment. Then a licensed optometrist and skilled refractionist performs the exam remotely and provides the patient within minutes of the exam’s conclusion an accurate diagnosis and if needed, a glasses or contact lens prescription.  
 
Established in 1978, Wisconsin Vision employs 300 people and has 26 locations in Wisconsin. It operates an additional 12 locations across Illinois and Indiana under the Heartland Vision and Eye Boutique banners.