Whenever an eyewear brand like mine moves to sell its frames online directly to customers, there’s always a bit of an international rumpus as the other brands and opticians gossip and complain at the treachery of it all.
Usually, this drama takes place at tradeshows. ‘Did you see that XYZ brand has started selling online?’ reps will be heard saying. ‘Apparently they’ve lost half their customer base and it’s a disaster,’ another will say. Half the time, I’m sure these conversations, often with my own reps, are aimed at me so that I don’t decide to do anything as stupid as selling TD Tom Davies frames online.
I’m normally jealous of brands that can sell online. It means they are strong and confident, brave, even. Opticians will also come on to my stand at shows and tell me how they have dumped brand XYZ as it had gone online as is ‘no longer supporting us, so why should we support them in return?’
During these conversations, I can only agree with them, but I secretly wonder if and when I can sell my own frames online. I’m aware of what a total minefield this is. Even writing this in my column will have the UK sales team quaking in their boots (I’m sure they’re used to it by now – Ed).
I have my own stores, so why can’t I sell online? Of course, I know the answer, it will likely cost me more money than I would make, but it actually begs the question, why are all opticians not putting their stock online?
There is the perceived technical aspect and setting up an online store sounds difficult, but it really isn’t. You just need to use Shopify or one of the existing optical online shops and you can have a site up in moments. Advances in software have made this very easy.
There is also the business case to consider. Selling frames online takes away the personal service of it all, namely the experience of choosing frame shapes and colours and fitting them with lenses.
When a customer comes into one of my stores, they remember the experience. But online doesn’t need to be for the whole world. Why can’t sales from your web shop be targeted just for your own customers? The local customers who might want to browse your stock from the comfort of their own home, those that will appreciate the convenience.
They can always bring them in for a fitting and ask you to put in some single vision lenses, perhaps into a sunglass. No need to worry about global shipping and returns, they can just pop in.
Smaller luxury brands like mine that don’t sell anything online are all scared to death of upsetting their independent opticians, though it doesn’t seem to have stopped some of the bigger brands. With online and digital sales only going one direction, how long can normal independent opticians hold out from doing this?
If I wasn’t me and had my own store, I’d have my frames online available to purchase for my own customers. I’d have cases, lens cloths, contact lens solutions and anything else currently on my shelves conveniently ready at a touch of a button.
I’d be marketing my store through my social media, reminder letters and via my optometrist during each eye test. You might get lucky and sell a frame to someone in Hong Kong but your customers will most likely be the ones down the road sitting on their sofa with a glass of wine and making impulsive purchases.
As for me, no, I’ve no plans to put my collection online. Even though many opticians and brands have, I’m not brave enough. But I would just like to say that if you do start selling online, I for one won’t mind. Oh wait, unless you start discounting it too and upsetting my other optician customers.
Like I said, the whole scenario is a minefield and one we all need to navigate if we are going to maximise our revenue in the future.