2020&U

Be Careful What You SHOP For

Wed, 30 Jun 2010 04:00:00 GMT

In the previous 2020&U blog entry lens and technology editor, Andy Karp, addressed the phenomenon of purchasing prescription eyewear online. And it is quite the phenomenon—just Google the words “buy eyewear” and you’ll be met with a plethora of websites from which to purchase Rx AND frames. Just to name a few: Frames Direct, whose site touts themselves as the “World’s Largest Eyewear Store.” Or you can opt for EyeBuyDirect.com, “The #1 Eyeglasses Shop” or GlassesUSA.com, which promises “Professional Optics Online.” The list goes on. There are dozens of online sources where a consumer can buy eyewear.

Karp’s entry dealt with the issue of purchasing eyewear on the Internet, which lends itself to sidestepping measurements and adjustments that an optometrist would typically provide for an in-person purchase. This garnered a ton of feedback, so 20/20 knows this is clearly an issue that cultivates strong feelings and opinions from the optical industry. We want to tap into these online eyewear markets and get input from the other side of the coin. And we want to hear from eyewear vendors and manufacturers and get their take on this, as well. The buyer should always beware, but everyone needs the whole picture first!

—Melissa Arkin

markin@jobson.com

For Online Rxs, Caveat Emptor

Tue, 08 Jun 2010 04:00:00 GMT

Back in eighth grade, my English teacher introduced us to foreign words and phrases that are part of our lexicon. In one of our first lessons, we learned the Latin expression, caveat emptor—let the buyer beware.

This ancient admonition comes to mind as I think about the growing number of consumers who are purchasing prescription eyewear online. These eyeglass wearers are seeking out “e-tailers” offering convenience, a vast product selection and, often, low prices. Some independent ECPs have begun to compete in this arena, too, creating “virtual dispensaries” as an extention of their brick and mortar locations.

There’s nothing wrong with selling prescription eyewear online, as long as the seller informs the buyer that there is a difference between buying from a virtual dispensary and buying from a real one. The difference, of course, is the the real dispensary offers the services of a dispenser. Online consumers are sacrificing the skill and knowledge involved in expertly selecting and properly fitting eyeglasses that only an experienced dispenser can offer. ECPs who operate virtual dispensaries should encourage online customers to visit their dispenser to be properly measured and fit for their new eyewear.

It’s a paradox that the state-of-the-art in e-tailing eliminates the dispenser at time when the state-of-the-art in ophthalmic lens technology calls for dispensers to be more involved in selecting lenses and fitting eyewear. For example, some digitally designed and manufactured progressive lenses are designed to perform best when they are precisely measured for each patient and fit in “as worn” position.

Proponents of virtual dispensaries argue that single vision lenses don’t require specialized measurements, and many digital or free-form PALs can be dispensed using default patient measurements. They point out that some e-tailers instruct customers on how to measure their own PD and others developing more sophisticated online measuring tools.

Ultimately, consumers want choices. Some will be happy buying Rx eyewear online. But others, in their quest for convenience, will end up with badly fitting, uncomfortable, under-performing eyewear. Before Rx eyewear shoppers click the “purchase” button on the screen of their computer or mobile device, we need to advise them, “caveat emptor.”

—Andrew Karp
akarp@jobson.com

A Case for Frame Quality

Thu, 06 May 2010 04:00:00 GMT

20/20 has received this letter regarding the quality of frames and cases and is publishing it with permission from its author. We encourage comments from our readers.

Springing into Sunwear

Wed, 21 Apr 2010 04:00:00 GMT

I love the spring… and I especially love it when we get unseasonably warm temperatures here in the Northeast. For me the spring reminds me a bit of being a kid again because I get to go out and play.

The spring and the impending summer months mean I get to do a lot more outdoor activities like play tennis and go for a bike ride along the water. It means I get to go the Stadium and watch my beloved Yankees play. It means I get to enjoy the weather by doing something incredibly simple like sitting in the sun and reading a book.

All these activities have one thing in common: they are enhanced by a good pair of sunglasses. And I’m pretty sure most of your patients/customers participate in many of these same activities and more. Of course, there’s an easy way to find out: just ask them; because you are not fully doing your job if you’re not telling them about the benefits of sunwear.

For example, explain to them how a great pair of lightweight, polarized sunglasses are perfect for biking, boating, golf or tennis. (Yes, I know the tennis pros don’t wear glasses on the courts, but those of us who are not the next Serena Williams or Rafa Nadal, can benefit from reducing glare and seeing the ball more clearly.) Tell them about the various sport specific lenses. If they like to read outside, show them sun readers. Whether they’re sitting outside watching a ball game, a concert or their child take a swimming lesson, sunglasses are a necessity. Most people wouldn’t dream of spending time in the sun without applying sun block.

We as an industry need to drive home the message that sunglasses are just as important as sun screen. We need to explain how shades help prevent diseases such as macular degeneration. And what better time to get that message across than in the sunny springtime because as far as I’m concerned sunwear springs eternal.

And… on a sport-specific note, for the sun-sake of this blog, tell us your sport and sunglass of choice.

—Jackie Micucci

In response to "Four Eyes"

Tue, 06 Apr 2010 04:00:00 GMT

This letter is in response to the article "Four Eyes," which appeared in the March 29, 2010 issue of The New Yorker...

Vision's Wow Factor

Sat, 20 Mar 2010 04:00:00 GMT

The following is in response to a story in 20/20's L&T by Barry Santini.

Retail is NOT a Dirty Word

Thu, 04 Mar 2010 05:00:00 GMT

In what seems a generation ago George Carlin mentioned seven dirty words that were considered inappropriate for broadcast on public television. For some the word “retail” is considered tarnished, dishonest, shady or otherwise dirty. I beg to differ.

Shelf Life

Tue, 09 Feb 2010 05:00:00 GMT

20/20 is, and has always been, a trade publication, but as of late we have decided to bend that classification a bit. We know eyewear has become quite the rage and we want to share it.

Not Just another BIG BOX

Thu, 21 Jan 2010 05:00:00 GMT

I met up with a friend recently for dinner and over the course of the evening, he, like friends often do, began talking about some frustrations he was having at his job.

Good to See You...Again

Mon, 11 Jan 2010 05:00:00 GMT

Hi. Yes, it HAS been awhile. Things change. Life gets tweeted. Faces get booked.