Survey Uncovers Methods to Enhance Eyewear Shopping Experience
When it comes to purchasing eyeglasses—cost, style and a variety of options are key factors among all generations. According to a survey from Transitions Optical and the Center for Generational Kinetics[i], almost half (46%) of Canadian Millennials enjoy the experience of shopping for eyeglasses—and being transparent about cost, offering a variety of lens options and emphasizing the convenience of eyewear options can make the shopping experience easier and more enjoyable. The Canadian survey findings follow the release of the U.S. results during a presentation from Jason Dorsey, millennials and gen Z speaker and researcher, at the 2018 Transitions Academy. Dorsey returned to the Transitions Academy stage after delivering the hit keynote in 2017 on millennials in the workplace.
Style Opinions are the Most Informative
When making a purchase—eyeglasses or any other product—people often consult family, friends, or online forums for their opinion. When it comes to purchasing eyeglasses, consumers are most likely to be influenced by others on the topic of style, with 67% of people saying this. Style was the highest feature among all generations, followed by cost at 49%.
When it comes to recommendations, the survey found that eyeglass wearers are the most influenced by eye care professionals when making purchasing decisions—with 58% of all generations feeling this way. This provides an opportunity to bring style—as well as cost—into the conversation when assisting consumers with their purchase.
Consumers Value Clear and Upfront Costs
According to the survey, 48% of consumers say that clear and upfront costs would help make their shopping experience better, with little differences across generations. As a result, helping consumers understand the value of eyeglasses and being transparent about the factors that contribute to the overall cost of a pair of eyeglasses can help make the shopping experience better.
Make Frame and Lens Variety Part of the Conversation
When asked how the eyewear purchasing process could be better, almost half (45%) of consumers said that having a good selection of frames would improve their experience. Boomers were the most likely to feel this way at 48%, followed by Gen X at 45% and Millennials at 43%. While offering a large frame selection is important, lenses should not be overlooked. In fact, 4 in 10 eyeglass wearers say others influence their purchasing decision by offering opinions on lens features.
Photochromic lenses are a popular lens feature among eyeglass wearers, with almost all (92%) having heard of them before and over a quarter (27%) willing to try them. Gen X and Millennials are the most likely to be willing to try photochromic lenses, at 27%. Overall, close to half (42%) of all eyeglass wearers are willing to try Transitions® brand photochromic lenses, with Boomers and Gen X most likely at 42%, followed closely by Millennials at 41%. As a result, eyeglass wearers are interested in trying photochromic lenses—but they are even more interested in trying Transitions lenses.
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