What, specifically, are the challenges and opportunities for Rx Sunwear business given our current economic climate and what is predicted for the economy going forward?
As with any 2nd pair offering, the challenge for ECP’s is how to overcome the financial burden associated with prescribing two pairs of spectacles (clear and an Outdoor pair – i.e., Polarized Rx sunwear) at the same time. That challenge becomes exacerbated in today’s economic climate . However, the real issue is that Rx sunwear is often not presented to patients in the first place.
Our research indicates that only around 15% of individuals who primarily wear glasses even own a pair of RX sunwear, and less than half of that sunwear is in superior performing polarized. This, of course, should be a concern for drivers, knowing that 85% of glasses wearers are squinting into the sun on the road. This is mostly often due to the fact that the need for Rx sunwear is not presented to the patient in the first place.
Retail chains are a little better , having polarized penetration rates of 8% or more , but the polarized penetration for independent ECP’s is much lower than Retail. Furthermore, our research indicates that consumers understand the importance of Rx sunwear and want the comfort that polarized lenses provide from glare as well as the UV protection that comes standard with polarized once they are given the opportunity to discuss this need.
Essilor believes there is a perfect opportunity for ECP’s to grow their polarized penetration rates by having the Polarized Rx sunwear discussion with every patient. Given that patients are educated about Outdoor vision and the benefits of polarized, we are confident it is a conversation that many patients are ready and willing to have despite the economic downturn.
What should ECPs keep in mind about your company’s involvement in/dedication to Rx sunwear?
Essilor’s dedication to the Rx sunwear is unwavering. Over the last two years Essilor has invested millions of dollars into the segment. As such, Essilor’s polarized offering is the broadest in the industry. We have SV, PAL, and Multi-focal designs in CR, PC, and HI materials. We also offer Wrap Solutions lenses and a variety of colors.
Which specific categories of Rx Sun lens products – polarized, high-base wraps, PALs, single-vision, mirror coatings – or others you’d like to mention – do you feel offer the biggest ‘upside’ business opportunity for optical retailers and ECPs this year? Why?
The largest opportunity for ECP’s is to have the Polarized Rx sunwear discussion with their patients. The biggest influence is the ECP . The biggest impact on sales would come from the ECP writing two prescriptions for every patient—one clear or Transitions and the other Polarized. Retail chains and the more successful ECP’s are able to achieve high rates of polarized penetration by:
- Training all staff members on the benefits of polarized.
- Discussing and educating all patients on the benefits of polarized.
- Demonstrating polarized lenses.
- Presenting sun tints only after the consumer has been made fully aware of the superiority of polarized and has passed on the product.
In which of your company’s specific product lines are you putting the most sales and marketing support during 2009? Which products and programs are ongoing from 2008 and which will be new?
Essilor will keep intact Rx sunwear promotions from 2008 with modifications as necessary. Additionally Essilor will announce a major Rx sunwear initiative in 2009.
