Located in Nebraska, Webb Eyecare has 3 locations in Scottsbluff, Alliance, and Bridgeport. In 2020 Webb Eyecare doubled down on a plan to increase Transitions lens sales with a variety of marketing initiatives.
On social media, they utilized Facebook and Instagram to reach patients with campaigns including a “Transitions Tuesday” where they educated on Transitions lenses and shared photos of staff in their style colors and mirrors. They also upgraded their office with Transitions POP throughout, added a Transitions video that played for patients in the exam room, and created a kids “Magic Lenses” station in their optical for children to try Transitions lenses for themselves.
With their efforts, Webb Eyecare saw significantly more millennials and children interested in Transitions lenses. They were also able to increase their Transitions lens share by 12%, getting the practice to over 40% Transitions lens sales.
Started in 2016, Wauseon Eye Care is a single location eyecare practice located in Wauseon, Ohio with two optometrists, a staff of six, and 7,222 active patients.
To achieve their goals for 2020 Wauseon Eye Care employed a number of training and marketing efforts. To encourage conversations about Transitions lenses they had every member of the team complete the Transitions Specialist program and wear their pins, and they also provided a complete pair of eyewear with Transitions lenses and a UV flashlight to each staff member so that they can demonstrate how Transitions lenses work. Their robust marketing plan included initiatives like creating an interactive display with a demo of every Transitions lens option, installing a Transitions window graphic and billboard-sized wall wrap in their reception, social media posting that included working with a micro-influencer, and community outreach with Transitions branded products and demonstrations at their local pool and a golf tournament.
With the above-mentioned tactics and much more, Wauseon Eye Care Exceeded their goals by growing their Transitions lens sales to 28% of total sales – a 66% increase!
Vision Care Centre is an independent eyecare practice located in Scarborough, ON that focused their training efforts in 2020 on Peer-to-Peer training to increase the awareness of Transitions lenses to other independent eyecare practices.
Vision Care Centre connected with two practices, one in Ontario and one in New Brunswick, to launch their new training program. The training started with a virtual kick-off call and then an execution plan that included fitting the entire team with Transitions lenses, implementing having all patients’ lenses assessed with UV flashlights, providing pamphlets in office, having sample Transitions lens colors in office with a UV activator, and training optometrists, opticians, and dispensers to sell Transitions lenses with language on how to handle objections. The program also included a site visit and check-ins for further support if needed.
In the Ontario office that participated in the training, pairs of Transitions lenses sold in 2020 increased 190% in October, 260% in November, and 240% in December compared to 2019. Additionally, in the New Brunswick office, pairs of Transitions lenses sold in 2020 increased 200% in November, and 100% in December compared to 2019. In addition to helping other offices and with limited hours and less patients seen each day, Vision Care Centre still saw a 2% increase in Transitions lenses sold in their own practice in 2020.
Lunetterie Milot was founded in 1978 and now has two branches that are entirely renovated and in constant evolution, offering its clientele a modern and avant-garde atmosphere.
In 2020, Lunetterie Milot aimed to change the mindsets of their patients by offering Transitions lenses to all patients. In order to help with this, they implemented several tactics including in-person and online training for all team members, a 30 Day Transitions Challenge where they recommended Transitions lenses to all patients, and having all team members fitted with Transitions lenses. They also increased Transitions branding in their office with a semi-permanent Transitions Style Bar, a Transitions wall featuring all colors and style mirrors, Transitions table tents, and a style colors video on their TV display by reception.
By revising the way they approached recommending Transitions lenses, Lunetterie Milot’s total share of Transitions lenses sold increased 420.6% in 2020 compared to 2019.
Dr. Tavel is a family-owned business that began with one location in 1940 and is now operating 23 locations across Indiana. Dr. Tavel’s Family Eyecare continues to focus on convenience, access, and affordability for more than 80 years throughout all of their offices.
Upon returning to business in the “new normal,” team Tavel went to work planning additional education opportunities and tailoring promotions around Transitions Lenses for the last 6 months of 2020. Their plans included training efforts like Transitions Specialist Certification and Certified Provider programming for all retail staff, hosting a Tavel x Transitions Specialist Trivia Bowl to test team member knowledge on their training, and encouraging team members to participate in the Transitions “Light Up Your Sales” Day of Education event. Promotional efforts included Transitions lens integration into their back-to-school promotion, staff contests ran through their internal chat channel, and increased Transitions branding through their TV monitor loop that plays in store and paid media efforts.
Dr. Tavel’s Family Eyecare saw great results with 12,188 pairs of Transitions lenses sold in 2020, leading to an increase in overall penetration from 12.5% to 17.2% in August 2020.
Rachel Hill is a licensed Optician in Ontario, Canada with over 25 years of experience. Rachel is a second-generation Optician and the owner of Personal Optical / Personal Eyez.
Her goal for 2020 was to try to educate parents about the importance of a child’s eye exam, screen time and blue light absorption both indoors and outdoors, while also making certain that patients were comfortable in the optical boutique. Rachel also utilized social media, presented Transitions® education courses, and created a “Transitions Style Bar” to help promote the product to all of her patients.
All of these efforts resulted in an increase of over 110% in engagement on both Facebook and Instagram, and a 2.1% increase in Transitions® lens share of overall sales in 2020 compared to 2019.