The ‘art’ of the optical deal
Why a picture may be worth a thousand words, and a new customer
The takeaway from my story is that for years I have suggested that dispensing ophthalmology practices provide the type of photo service that WP is providing. Why? Because the average customer in an ophthalmology dispensary is over 55 and therefore, like myself, will have difficulty seeing the frames. Not seeing clearly is also true for patients who have been dilated.
Since not seeing the frames clearly is an objection that is often offered for not purchasing and becomes the vehicle for the customer taking the prescription and leaving, it only makes sense to find a solution to the problem.
Using professional photography equipment provides the optical shopper with as good an image of his or her face and the frame as possible; the customer and the frame will be seen in their best light, as it were.
By contrast, the lenses on mobile phones and tablets are not made for high-quality portrait work. Because the subject is close, the lens will distort the dimensions of the face and frame.
In addition, such photos will most likely be taken in places where the lighting is neither controlled nor optimal. This result is a poor-quality image that could actually discourage the customer from making a purchase.
You might find it interesting to know that LensCrafters will take photos of customers. I have shopped there and can say its camera system is not meant for portraiture and the lighting is often harsh. In my case, this produced a contrasty image that is far from flattering.
Related: Making the case for computer lenses
Moral of the story
If a company selling unbranded eyeglasses for $95 dollars believes it is productive to take studio-quality portraits of customers as a way of providing a better customer experience and increasing its capture rate, what is stopping you from taking a page from the playbook?
After all, don’t your patients—many of whom spend upward of $600 for eyeglasses—deserve to clearly see what they are considering to purchase? Don’t they deserve a high-touch customer experience?