Online contact lens sales are receiving media attention at the moment.
Online cost savings
A recent article in The Independent highlights the cost savings that can be made by contact lens users who opt to buy online and in bulk.
Buying online is becoming increasingly attractive as:-
- “Brick and Mortar” cost savings can be passed on to the consumer; there are no premise expenses for e-commerce sites
- Optician salaries are negated as people are happy to order online based on their prescription
- Bulk buying can significantly reduce costs – the report highlighted how a high street optician can be undercut by £60 annually on a typical annual spend on lenses
Get the glasses – get the image
Further good news for online glass e-retailers is that there is a growing trend of consumers buying non-prescription glasses online to create an image. People are choosing to buy glasses to create an image that they believe will increase their success.
Eye health first – image later
There is also some concern about the increasing use of plano cosmetic contact lenses – novelty or gimmick coloured or patterned lenses – made to change the colour or appearance of the eyes. The European Contact Lens Forum (ECLF) is asking for feedback from opticians and plans to build resources to pressure the authorities regarding use of these lenses. Plano cosmetic contact lenses have come under fire because users are not properly instructed in eye care, as would traditional contact lens users.
Online advertising
Specsavers have recently run a very successful television advertising campaign where Postman Pat terrorises the residents of Greendale, driving through walls and posting vegetables through the letter boxes. Specsavers have also run a dedicated campaign on MSN, taking over the homepage with Pat eventually crashing out through the screen. As the catch phrase goes he “should have gone to Specsavers”.
Sadly not many have the advertising budget of that high street giant so alternative ways to achieve online success are needed
SEO – focusing on your website
Here at The WebMarketing Group we have an array of tools and a wealth of experience to fully search engine optimise (SEO) your website.
We can conduct a free eye website review and can feedback optmisation suggests to increase your website’s online presence and visibility.
Contact us now or call 0845 555 5040 to further discuss your requirements.
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