Healthcare Obstacles in Retail

Converting patients from private eye care to retail.

Challenge

An eyeglass lens maker wanted to better understand how they were perceived by consumers, as well as the staff who were responsible for educating customers about eyewear choices. With an ultimate goal of converting more customers to purchase their lenses over other lens brands, they asked a major retailer to partner with them in a research study. Participants included eye doctors, optical associates, eye center customers and shoppers who wear eyeglasses.

Solution

Level 7 partners completed five simultaneous studies for a major retailer and a lens manufacturer across the US. In total, Level 7 partners interviewed nearly 2,000 participants – including vision center patients and shoppers. Store intercepts, online studies with opticians, and phone studies with store personnel were methods utilized to collect data. Level 7 partners met a very demanding schedule and delivered results within 8 weeks.

Results

The research findings concluded that patients and customers had a relatively high awareness of optical centers and eyeglass lens brands, despite concerns of optical center staff that shoppers lacked familiarity. Study results demonstrated the importance of delivering messages about convenience, high quality, value, and health to patients and customers. To convert more shoppers to patients, the retailer needed to focus on awareness and credibility along with doctor/staff experience, online information, and insurance coverage.