Labs Are in the Frame Business
Although sales models may have shifted, this OLA-sponsored article shows there are smart lab and frame packages available
By Alex Yoho, ABOM
Although sales models may have shifted, this OLA-sponsored article shows there are smart lab and frame packages available
Labs know frames better than anyone. Day in, day out, they fit radically different Rx's into various frames. They know what works and what doesn't. In this market, there are many sources for frames, but your partner OLA lab is a valid resource that is worthy of consideration.
In this OLA-sponsored article, we'll look at the comments of labs that are doing a great job with frames.
Many thanks to the following OLA lab folks who contributed their thoughts; Jeff Szymanski, vice president, Toledo Optical Laboratory, Toledo, Ohio; Scott Kitzerow, sales manager, Sutherlin Optical Co., Kansas City, Mo.; Maurice Choi, principal, ACO Lab, Commerce, Calif.; Paul C. Zito, president, Encore Optics, LLC, South Windsor, Conn.; Leslie Colopy, optical consultant, Carskadden Optical, Zanesville, Ohio; Danyel Pritchard, sales manager, Opti-Matrix Lab, Huntsville, Ala.; Mike Francesconi, vice president, Katz & Klein, Sacramento, Calif.; Peggy Conway Fleit, director of marketing, Homer Optical Co., Silver Spring, Md.; Ed Dietz III, president, and Dan Pariseau, sales manager, Dietz Lab Inc., Fort Worth, Texas.
Lab package programs can feature performance and safety eyewear. Image courtesy of Wiley X
Q WHAT ARE THE ADVANTAGES OF PURCHASING FRAMES FROM A LAB?
SZYMANSKI: In the realm of frames today, our industry appears to be going through a paradigm shift, wherein more and more ECPs are realizing the benefits of buying frames from the same facility that is fabricating their lenses.
A laboratory can stock the frames they distribute on site. This model allows for better warranties, easier returns, and less expense due to no unnecessary shipping and handling.
Finally, as eyecare professionals continue to look for ways to create efficiencies within their practice, partnering with a laboratory for frames provides one-stop shopping, maximizes savings, and reduces time spent seeing outside frame reps.
| HIT LIST: Choosing a Collection | |
|---|---|
| Mike Francesconi, vice president of Katz & Klein in Sacramento, Calif., suggests potential lab partner frame companies meet the following guidelines: 1. It's a reputable company. 2. The company provides optical quality. 3. They can deliver the product with little or no backorders. | |
PRITCHARD: We stock significant inventory for faster turn time. And, we put together a customized frame selection that maximizes look and profit potential.
COLOPY: The advantage of buying from the lab is the cost savings. The lab takes on the responsibility of frame returns, warranties, and shipping charges. We can run reports that tell the OD which frames are selling and which ones should be exchanged out.
One large advantage is that the OD doesn't remove the frame from the board. The same frame may be sold several times. Updating is then just exchanging frames, not new purchases; therefore, the cost is just a minimal amount.
| INSIDERS GUIDE: Labs' Frame Selection Criteria | |
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| BALANCE: "Within our frame division, we bring our customers fashion-forward frame designs which add elegance and style, while continuously focusing on frame structure," says Jeff Szymanski, vice president, Toledo Optical Laboratory, Toledo, Ohio. "By offering customers high-fashion frames supported by design features which inherently provide superior lens retention, comfort, and durability, we not only help to ensure their future success, but ultimately secure ours along the way." PROFIT: "We choose frames that not only look great but provide for strong margins in a growing world of managed care," notes Danyel Pritchard, sales manager, Opti- Matrix Lab, Huntsville, Ala. RXABILITY: "All frames we carry are, of course, Rxable. We try to carry lines robust enough to satisfy our customers (eyecare professionals) to offer their patients," says Peggy Conway Fleit, director of marketing, Homer Optical Co., Silver Spring, Md.TURNAROUND-FOCUSED: "The frames we handle are all quality products that we can fit virtually any Rx lens into without any problems. Also, quicker turnaround time for a complete job for our customers," says Ed Dietz III, president, Dietz Lab Inc., Fort Worth, Texas. | |
KITZEROW: Easy access to many lines and styles…we represent 15 different manufacturers and offer a wide variety of price points and styles. Best of all, our accounts only need to see ONE rep!
Discounts offered are comparable to buying group discounts, without all the paperwork. We stock some of our most popular package-type products, so the turnaround time is reduced.
Brands that blend quality and style make strong lab package options. Vera Bradley style Brittany from McGee Group
FLEIT: Efficiency for the ECP—it's easy to order frames while they're ordering Rx work; plus the lab has a relationship with ECPs because we work with them on a daily basis. Also, turn time can be improved and rush jobs definitely get through quicker if we have the frame in hand.
| PROFILE: LENS and FRAME Combinations | |
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| With smart planning and inventory, labs make frame and lens packages as easy as 1, 2, 3. According to Peggy Conway Fleit, director of marketing of Homer Optical Co., Silver Spring, Md., Homer offers three frame and lens packages, each one designed to meet a specific patient type: 1. Star Value, Frame and Lens Program MARKET: For the young and the young at heart FRAMES: Trendy and practical Success line for adults, and Laughing Out Loud (LOL) for the kids and tweens. LENSES: Single vision, D28, 7 x 28, progressive, and occupational progressive, in choice of CR39, polycarbonate, clear or Transitions 2. Homer's Kids MARKET: Children FRAMES: Premium Kit features Spider-Man and Moxie Girlz frames; Value Kit features Laughing out Loud (LOL) LENSES: Polycarbonate lenses and No-Glare treatment 3. Fashion Forward MARKET: Targeted toward the fashionable designer look FRAMES: Gloria by Gloria and Adin Thomas LENSES: Single vision, D28, 7 x 28, progressive, and occupational progressive, in choice of CR39, polycarbonate, clear or Transitions | |
Q WHAT PACKAGES ARE WORKING FOR YOUR LAB?
DIETZ: We offer a frame-andlens package that starts at $19.95. This is becoming very popular with our accounts. It is a program that allows our customer to be competitive in the marketplace and still have a reasonable margin for profitability.
SZYMANSKI: Like many laboratories that have found success in creating frame divisions, we have built many successful packages designed to both simplify the buying process and maximize margins for our customers.
The effectiveness, and ultimate success of a frame and lens package, is a direct result of how well an office identifies their patients' needs and presents visual solutions. Once the correct process is in place, we can help our customers hone in on specific package options, such as kids, sun, elegant, or sport.
FRANCESCONI: We have highend frame lines where we package with high-end lenses, such as highindex, Transitions, AR, as well as lower-end frame lines with packages for people who are on a budget or contact lens wearers who want an inexpensive back-up pair.
PRITCHARD: We use an open collection model allowing our clients to choose any one of three lines. The lines are "Affordables" (low-end/high margin), "8 to 80" (mid-tier), and "Serafina" (higher-end perception with strong margins). We package in the lens of their choice for one flat fee.
COLOPY: In our area, the Economy packages are working well. A $22 frame and lens can meet any retail so-called deals. This makes second-pair purchases affordable. We also package brand-name frames. If a frame is listed to the practice for $49.95 and it is packaged as frame and lenses for $55.95, they can see the benefit of ordering it complete.
CHOI: The direction we are taking with our lab is to have all the jobs go out with AR. The ECPs have to notify us that they don't want AR.
KITZEROW: Super-value frame and lens packages are quite popular. Our drilled-rimless packages are wellreceived, and include AR coatings. We also offer sports eyewear, children's products, and safety packages for a full menu of choices!
Q WHAT SPECIALTY FRAMES ARE YOU CARRYING?
FRANCESCONI: We carry the Wiley X line, as well as Titmus safety street wear.
KITZEROW: Our best specialty product is the Chemistrie magnetic clip. It has opened new doors for us and been a real winner product.
FLEIT: Three-piece specialties, dedicated to today's intricate threepiece and rimless mountings. We also do well with Vera Bradley— once a customer carries that line, they want to keep it.
DIETZ:We have recently acquired the Mayhem and Manish frame lines. Manish is a boutiquetype, upscale product—higher price point and a chance to open doors we have not been able to with other lines.
Our frame lines have tight tolerances to handle a myriad of lens product that will satisfy the needs of our customers and their patients. Quality and consistency allow for fewer remakes, breakages, and better service.
If you would like to find an OLA lab partner, visit ola-labs.org. EB
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