Branded frames account for more than half of all optical sales. Selecting the right frame brands and merchandising them appropriately can increase patient satisfaction and build dispensary profits.

The Bottom Line

Branding has been a tremendous success for the optical industry. Branded products command high prices, foster repeat sales, and engender practice loyalty. The average practice dispensary stocks about 65% branded product. Lifestyle surveys can help build an inventory of brand-name frames that reflect the patient base. Brands can help dispensers “up-sell” insurance patients, enabling the practice to generate higher levels of revenue. Merchandising should emphasize that branded frames are special.

Jenean Carlton, ABOC, NCLC, is president of Carlton and Associates, LLC, of Atlanta, a consulting firm specializing in educational programs for the eyecare community and author of Frames and Lenses, a guide for veteran and novice opticians. A contributing editor for Refractive Eyecare, she can be reached at jeneancarlton@bellsouth.net. Medical writer Rochelle Nataloni assisted with this article.