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NEW YORK—The digital screens available to EssilorLuxottica 360 members offer practices an easy way to modernize with high-quality, curated content from the company’s frame and lens brands. Practices with digital screens, which can be tablets or full size screens, present a more innovative and appealing image, convey quality details to patients and attract those who are ready-to-buy. In a recent survey of over 620 ECPs, 76 percent believed practices with digital screens portray a superior quality store versus competitors, the company pointed out.





Noted Joan L. Amrani, optician, Tri-County Vision Associates, Willimantic, Conn., who uses screens, “We love the screen. It brings people into the office inquiring about the frames we have on it. We’ve seen it increase traffic and therefore profits in our office.”

Gloria Chavez, California Oaks Vision Center - Murrieta, Calif., added, “We have our digital screen located by the waiting/sitting area and I did notice that patients enjoy looking at the screen. The best parts are the Transitions and Essilor lenses commercial. We have more patients asking about Transitions and the different colors available. I think it is a great addition to our office for patients and staff to enjoy.”

Smart Shopper is another tool which brings the “endless aisle” and virtual try-on to independent practices, which immediately expands the frame board to increase selection and motivate customization. Eighty-nine percent of orders placed through Smart Shopper are custom orders, the company said, resulting in up to 50 percent higher dollar value compared to a non-custom order. Independents can increase their capture rate and grow their sales with this highly intuitive tool.

“I am highly impressed with the Smart Shopper technology. I feel that the quality easily surpasses that of similar applications for virtually trying on glasses. There is also a nice selection of customization options for Ray-Ban and Oakley, with the option to customize the frame color, lens tint and temples, as well as add personalized engravings, which is my favorite option,” commented Brad Oatney, OD, Delaware Vision Care, Delaware, Ohio. He added, “I found the setup very intuitive and user-friendly. Any office could implement this technology around their schedule—setup and training together took less than an hour.

“Our office manager, who received only a brief overview of the technology from me, was able to use the Smart Shopper application with a patient shortly after its initialization. She told me that when she was unsure how to open the virtual try-on, the patient took over and pulled it up immediately. I think this interaction promises more positive experiences.”

Customization is another element of the Shopper. “We love the customizable tool to personalize patients’ glasses. It makes them feel more in control with their decision on a pair that perfectly fits them,” said Kristen Furtado, optician, Bling Eyewear, Cranston, R.I.

Another way to generate patient loyalty is by leveraging those connections via social media platforms. Promoboxx puts the power of big brand marketing in the hands of the independent, according to EssilorLuxottica. This social media management platform helps independent practices elevate their social presence with ready-to-post, professional marketing campaigns from the most well-known frame and lens brands such as Ray-Ban, Oakley, Varilux and Transitions, among others. Helping to increase patient reach and engagement, campaigns from Promoboxx generates up to a 29 percent click through rate, the company reported.

According to Sara Yenter optician, Cardinal Family Eyecare, Chippewa Falls, Wis., “We love the ease of making a social media post that is professional and informative for our patients. Promoboxx is a great tool to have at our disposal to keep our social media accounts active and current.”