Luxottica Takes Another Plunge into e-Commerce

Less than two months after Luxottica purchased Glasses.com and a day after it hooked up with Google Glass, the large Luxottica created an Industry Consultancy Panel to evaluate and recommend digital e-commerce platforms, according to a post on Vision Monday. The story notes that the manufacturer/distributor/retailer of eyewear says it’s helping doctors “compete effectively in the digital age.” In other words, Luxottica would create an open e-commerce platform that an independent eyecare professional or his/her website developer could use when creating a website for a practice or shop. The story does not note if Luxottica is considering an industry-wide e-commerce digital platform or a single-“shop” platform. The company could be testing the platform by the end of this year. Traditionally in the digital world, an open platform, such as Linux and Android, is available for free to any individual or developer. Read more.

Online Retailer Adopts New Packaging and Pricing

Rivet & Sway, an online eyewear retailer for women, has unveiled a home-try-on package that provides up to five eyewear style options. The home-try-on package features luxurious undertones and intricate feminine details that create a visually stunning, fashion-forward presentation, according to a company spokesperson. The company also has enhanced its final purchase packaging, which now includes a stylish hard case to protect the frames. In addition to these packaging changes, the company recently unveiled a more consumer-friendly pricing structure that allows women to purchase multiple pairs of glasses at a lower cost. Read more.

Another Online Retailer Opens

Iristocracy, recently opened an online store, claims that it is the first eye supplier to provide customers the ability to build a look around their eyewear. At least that's the word from its spokesperson, adding that "with an emphasis on style, technology and the promotion of eye health, Iristocracy aggregates the trendiest eyewear and accessories for stylish shoppers." The mix of eyewear and accessories include products from Linda Farrow, Cazal and Amrita Singh. Read more.

Retrofitting Eyewear with New Lenses Goes Online

The German media giant ProSiebenSat.1 is looking for startup operations that it can assist with what the company calls its three-month accelerator program in Munich, according to VentureVillage.eu.

Opticians might wonder just why this company receive any notice at all. "Eyeglass24 is a Munich-based eyewear startup that wants to offer a more affordable alternative to purchasing glasses by allowing customers to re-use their frames. Customers can send in their specs and Eyeglass24 will outfit their frames with new lenses and send them back." How many opticians have "retrofitted" a frame with new lenses because their customers wanted to save money or just simply "loved" their frames? Point to note, however: Eyeglass24 is taking a traditional optical function and put it online. Read more.

Warby Parker Takes Advantage of Industry’s Weakness

Despite a high level of product differentiation and large number of players, the competition within the retail eyewear market in the US is not forcing prices down. The near- monopoly situation in the production and distribution of eyewear results in high mark-ups, according to a press release from the creators of a report about the online eyewear company, Fast Market Research. Warby Parker company saw the existing situation as a business opportunity and aims to create a beneficial alternative to the overpriced designer glasses. The company keeps its costs low and sells directly to consumers. Warby Parker has been exceeding its sales targets. Its existing customer base is one of the largest drivers of its growth. To see an overview of the report, follow this link.

Eyefly Donating Eyewear to Institute’s Vision Campaign

"Eyefly, the online eyewear retailer, has pledged to donate one frame for every frame they sell to the BRien Holden Vision Institute Say Eye campaign, according to an Eyefly press release appearing on a Wall Street Journal post. The remainder of the release read: “With an initial donation of 15,000 optical frames, Eyefly is lending its support, while serving to promote advocacy and education for the development of eye care worldwide. Brien Holden Vision Institute is one of the largest and most successful non-profit social enterprises in the history of eye care -- offering a practical fusion of science with licensing enabling its continuing research success to be reinvested in public health and further research to develop programs, models of vision care and up-scale education in developing communities worldwide. Brien Holden Vision Institute launched the Say Eye campaign to raise public awareness for the millions of people in developing communities whose lives could change dramatically with a simple eye exam and pair of glasses.” Read more.

How Some People View Eyewear

If you want to get an idea why online retailers are making some inroads in the eyewear market, read this first paragraph from a the press release of a new online retailer: “People looking to save money this summer on prescription eyeglasses can now turn to MarvelOptics.com for cheap eyewear online. People cannot afford to waste money on the over-priced eyeglasses sold in retail stores across the United States. With all of the things people will need to save money for this summer, including gas for drives down the beach, food for BBQ’s, and rent for the beach house, having to worry about paying for eyeglasses is a drag. But now, MarvelOptics.com offers stylish frames for as low as $5.95, so there will be plenty of money left over for another adventurous summer.” Six bucks for eyewear. Makes one wonder. Read more.

Blue Shield of CA Launches Online Eyewear

Advanced Digital Eyewear Inc., Blue Shield of California’s exclusive online eyewear company,  has launched its website www.My2020EyesDirect.com. It’s the only in-network online eyewear retailer for Blue Shield of California, which allows many Blue Shield of California Vision Care members to use their existing benefits to purchase eyewear at no additional out-of-pocket cost. Read more.

Report about Online Eyewear

Knoji, a leading provider of consumer reviews and information, is marketing a new consumer guide comparing some of the leading online eyeglasses companies. According to this report, Zenni Optical has the best interface for browsing and searching products, FramesDirect offers a huge selection of frames including contact lenses, and GlassesUSA has the best no risk refund policy. Knoji's new consumer guide aims to help consumers choose the best company and provide useful comparison between the different companies. Read some of its analysis.

FramesDirect Hits a Million

Cooper

FramesDirect, http://www.framesdirect.com, recently hit the one million mark in providing prescription eyeglasses and sunglasses to customers worldwide since 1996. Founded by optometrists Drs. Dhavid Cooper and Guy Hodgson, FramesDirect.com credits its success to offering the largest selection of authentic, brand-name eyewear anywhere with quality lenses, competitive prices, and excellent customer service. Read more.

Coastal Contacts Gets Slapped for Misleading Facebook Promo

"Coastal Contacts encouraged Facebook users to “like” its page and in doing so, promised them a free pair of glasses," according to a New York Times post. "It also promised discounts of 70 percent on contact lenses. The rival, 1-800 Contacts, said that Coastal Contacts did not disclose the shipping and handling fees associated with the offer for free glasses and that not all styles of glasses or lenses were available in the offer. In addition, the company contended that users who 'liked' the Coastal Contacts page in order to get the free glasses were inadvertently endorsing the company. The National Advertising Division ruled that all claims for free merchandise must clearly disclose any hidden fees and conditions at the outset of the offer, including increasing the font size of the message that 'conditions apply.' Facebook likes can be interpreted as 'conveying a message of general social endorsement'  the ruling said."  Read more.

More Australians Prefer Online than Brick 'n Mortar Optical

"A recent study from IBISWorld revealed more Australians prefer to purchase contact lenses or eyeglasses from an online store rather than a physical retail location due to ease of use and convenience associated with online shopping," according to a report on EWay. "According to the report, online eyeglasses retailers are able to take advantage of low operating cost structures, providing aggressively discounted items online to offer significant savings over bricks-and-mortars, which must also juggle labour and utility costs. Contact lens and eyeglasses retailers have improved their online stores to make it more enjoyable to purchase eyewear online, including higher levels of interactivity, virtual fitting rooms and customisable options for each purchase. From 2012 to 2013, industry revenue is expected to increase 5.6 percent annually to reach $65 million." Read more.