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As so many things do, it started out innocently enough.
I was teaching a Continuing Education seminar entitled
“Opticianry Online.”
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Usually I present the latest and
greatest apps and learn about some new ones from
attendees. We discuss the best educational,
occupational, and informational websites related to the
practice of opticianry. We then spend a few minutes
during the class doing what I’ve been advising ECPs to
do for the past ten years. We went web surfing for a few
minutes, thinking like a patient or customer. |
Rather than just going to a particular website, we
opened our browser (Yahoo) and did a search for
“prescription eyeglasses.” What happened from there I
believe is something every ECP should experience, so I
will try to recreate the experience for you in the
following paragraphs. Although I’m sure my personal
opinions may creep into and be obvious between the
lines, I will strive to be as impartial and factual as
possible. It is my hope that you ponder the implications
of this experience for you, your practice, and our
industry…and govern yourself accordingly.
So…we did an Internet search for “prescription
eyeglasses…”
Our attention was immediately drawn to a pop-up ad that
touted, “As seen on CNN…your first pair is free!” That
was quite different from the other “free” offers, which
were mostly BOGO (Buy One Get One Free) ads. Someone in
the back of the class shouted, “Click on that…that’s
what a layperson would do.” I agreed, so I did.
Remember, this is all taking place in a CE class with my
computer screen being projected on a 10’x10’ screen
behind me, and nearly 100 ECPs participating.
Sure enough, there was pretty, smiling girl saying that
“buying glasses from
Coastal.com was awesome!” and that
indeed, “Get your first pair of glasses FREE!” So I
clicked on the “Frames for Men” link. There were 317
frames from which to choose. In the interest of time I
chose the first one to catch my eye (pun intended),
which was a style I’d never heard of. It was
retro-looking zyl frame called Derek Cardigan 7004. We
became a bit incredulous because underneath the picture
of the frame it read “Your low price: $98.” Hmm. Still,
we kept going.
(I should also tell you that the site continually gives
you the option of trying the frames on virtually {by
superimposing them over a photo}, and giving you the
option of “trying them on at home.” When you click on
that link it simply explains that you have 365 days in
which to return the glasses if you don’t like them – and
they’ll even pay for the shipping.)
It was available in seven different colors, but I chose
basic black. I then clicked the “Continue” button. The
site then sought to educate me so that I could interpret
and read my prescription, and PD. They provided a list
of Eyeglass Rx Terms, as well as the following
information, and we even watched a video explaining the
nuances of the prescription:
How do I measure my pupillary distance (PD)?
If your eyeglasses prescription does not indicate your
PD, you will need to measure it yourself since PD is a
required measurement when making eyeglasses.
Follow these simple steps to measure your PD at home:
1. Place a millimeter ruler up against your eyes,
resting it on the bridge of your nose.
2. Line up the starting point, 0 mm, with one of your
pupils.
3. Look straight ahead in a mirror or have someone else
read the ruler. If someone else is reading the ruler,
they should be at the same height as you.
4. Write down the measurement in front of your other eye
- that's your PD!
5. Repeat these steps 2 or 3 times to ensure accuracy.
Have questions? We're here to help at 1-866-XXX-XXXX
Although I was offered many premium options such as more
“durable” lenses for an additional “$19.95, compare at
Lens Crafters for $215,” or “Thin air lenses” for
“$29.95, compare at Lens Crafters for $215,” or “Ultra
Thin Lenses” for “$49.95, compare at Lens Crafters for
$415,” I went with standard lenses for “free.” I was
offered many other options such as sunglasses and
Transitions.
Interestingly, I could have added a “Premium
Anti-Reflective Coating,” UV protection, or
scratch-resistance for $9.95 each, or $19.95 for all
three. I declined them all. (Note: Where I live in
Florida, a valid prescription must be presented to order
glasses or contacts in any optical establishment. The
website never asked if I possessed this. I could have
typed anything at all in the Rx boxes.)
After typing FIRSTPAIRFREE in the promotional code box,
sure enough the totals readjusted to $14.90 for shipping
and handling. I entered my credit card number and we
were done. That was a Sunday at about 3:00 pm. On
Tuesday, at about 1:00 pm my doorbell rang. It was my
friendly UPS delivery man. My glasses had arrived! They
came in a hard case, they fit fairly well. The
prescription and PD was perfect. Although I had ordered
“standard” lenses these seemed like polycarbonate lenses
and they definitely had an AR coating. Included also was
a cleaning cloth and a screwdriver/repair kit.
Perhaps the most interesting part of this whole
transaction was the information on the enclosed invoice.
Underneath Coastal.com’s logo was the tagline “The
World’s Largest Optical Store.” There was also a street
address in Blaine, Washington, and a toll-free phone
number. So I called to get directions to the “store.” A
woman named Rhea answered and explained there wasn’t
actually a “real store.” That address was simply for
“admin and insurances purposes. We are an online seller
only.”
The backside of the invoice was most interesting. It
listed customer service contacts by giving an email
address, toll-free numbers both domestic and
international, and toll-free Fax numbers both domestic
and international. The return and warranty policy (which
was pretty liberal) was clearly explained. Perhaps the
most interesting thing was listed under “Eyeglasses
Care.” Here’s what it said:
A screwdriver is provided to tighten the screws of your
eyeglasses. Should you need to make further adjustments
call: 1-866-XXX-XXXX or take them to a local optical
store. Most stores will adjust eyeglasses
free-of-charge!
As I said, I think every ECP should have an online
experience of their own, to more effectively and
professionally position themselves to co-exist with the
internet retailers. If that’s a little too much effort,
I would at the very least encourage you to re-read the
last eight words of the last paragraph. By the way, the
exclamation point at the end of the sentence is theirs,
not mine. If that’s too much effort, here they are
again: “Most stores will adjust eyeglasses
free-of-charge!” |
