Page 41 - 2015 Best Practices of Spectacle Lens Management

Appendix Jay Binkowitz, president of GPN (www.gatewaypn.com), an optometric consulting company specializing in profitability analysis of optical
departments, urges independent ECPs to simplify presentation of spectacle lenses, structuring packages to assure purchase of advanced lens
features. In his practice he uses the following approach to spectacle lens bundling.

Single vision lenses
Four choices are offered: standard plastic, Ultra Thin & Lite, Transitions Ultra Thin & Lite and polarized. A package of advanced lens features
®
(premium No-Glare, premium scratch resistance, UV coating and polished edges), with a value of $210, is offered for each package for an
additional $50 to $70. These packages are presented to emphasize the savings when advanced features are added.

Binkowitz also offers a value-frames package for an additional $40. He notes that it is important that opticians present the benefits of the
advanced features included in the package, or their value will not be appreciated.

Basic Advanced With Advanced Features
Lenses Features List Package Price
Standard Plastic $79 $210 $289 $149
Ultra Thin & Lite $149 $210 $359 $219
®
Transitions Ultra Thin & Lite $209 $210 $419 $259
Polarized $229 $210 $439 $279

Progressive lenses
For progressive lenses, three lens designs are offered: Standard, Advanced and Premier, and material options within each design are also
offered. The Standard package includes basic No-Glare and anti-scratch treatments, UV coating and polished edges. The Advanced and
Premier packages include premium No-Glare and anti-scratch treatments, UV coating and polished edges.

All With No-Glare, Anti-Scratch
UV-block and Polished Edges
List Package Price
Standard Plastic
Standard $329 $299
Advanced $439 $329
Premier $539 $429

Ultra Thin & Lite By presenting packages in this way,
Standard $399 $309 there is little resistance to the addition
Advanced $499 $409 of advanced lens features. As with single-
Premier $599 $509 vision lenses, a value-frames package is
offered for an additional $40.

Best Practices of Spectacle Lens Management 2015 41