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Eyeconic Online Retail Solutions

Talking Points and FAQs


The following will assist you in discussing Eyeconic online retail solutions with various audiences. Please do not copy or distribute this document.

ALL AUDIENCES

Scope Statement:

Guiding the cutting edge of technology and innovation, VSP is developing Eyeconic, an online optical retail solution to meet the demands of this changing marketplace by offering convenient access to quality eyewear brands.

Eyeconic will include an eyeconic.com main storefront as well as custom retail sites for doctor offices.


eyeconic.com: (main store rollout):

Eyeconic.com is designed to serve as a full-service eyewear site where select populations* can browse and purchase products, resulting in revenue and referrals back to VSP network doctors.



  • eyeconic.com 1.0: Launching July 18, 2011, the site will feature the ability to buy contact lenses and browse sunwear. No shopper will see pricing on sunwear. Inquiries into sunwear will refer the shopper to a VSP doctor who carries that brand.

  • eyeconic.com 2.0: Launching late fall 2011, the site will feature the ability to buy contact lenses and plano sunwear. Inquiries by the general public into sunwear will refer the shopper to a VSP doctor who carries that brand.

  • eyeconic.com 3.0: Launching winter 2011/2012, the site will feature the ability to browse and buy contact lenses and single-vision prescription sunwear and eyewear. Inquiries by the general public into sunwear or eyewear will refer the shopper to a VSP doctor who carries that brand. In this phase, VSP members can also apply their vision benefit toward covered purchases from eyeconic.com.

* The general public will only be able to buy contacts, and browse sunwear/eyewear without visible pricing. VSP members will have full access to all products and pricing available on eyeconic,com starting with 2.0.

Doctor store rollout:

Doctor storefronts will allow both VSP and non-VSP member patients to access their doctor’s storefront through any Internet connection (after they leave the doctor's office).*



  1. Scheduled to launch fall 2011, approximately 25 VSP doctors with an Eyefinity/eWebExtra Web site will pilot an online-custom storefront, powered by Eyeconic. Patients will be able to purchase contact lenses, sunwear, and RX eyewear on the doctor’s custom site.

  2. Later this year, all VSP doctors with an Eyefinity/eWebExtra Web site will have an opportunity to host an online-custom storefront, powered by Eyeconic. In this phase, VSP members can apply their vision benefit toward covered purchases from the doctor’s custom sites.

* Both VSP members and the general public will have full access to pricing and purchasing at doctor stores.

Talking Points


  • VSP GlobalSM is developing online retail solutions focused on serving our 56 million members, while also supporting independent eyecare providers.

  • With two-thirds of American consumers shopping online, an online “browse and buy” channel enables VSP Global to meet the changing needs of the consumer while offering added convenience to our clients and members.

  • The overwhelming majority of “competitor” online sites focus exclusively on heavily discounted pricing. VSP’s online optical solutions will primarily focus on providing a premium, quality experience, coordinated with VSP doctors to ensure the best patient care.




DOCTORS

Key Messages

Online shopping is here to stay—the online optical market is rapidly growing.

More and more consumers are browsing and buying optical products online. Here are some numbers to illustrate the trends:

  • There are over 200 online optical retailers, the majority focused on highly discounted products.




  • There’s been a 650% increase since 2007 in US adults purchasing their eyeglasses online, bringing the number sold to 1.8 million.1

  • 3.3 million US adults purchased non-prescription sunglasses online.1

  • 5.6 million US adults purchased contact lenses online.1

In just the last few months, the online optical market has become highly competitive:



  • 1-800-Contacts just launched 1-800 GLASSES, and is referring 1-800-Contacts shoppers to WalMart Vision Centers for their eye exams.

  • Coastal Contacts is announcing record sales ($2 million in eyeglass sales in one week).

  • Recently, LensCrafters, Pearle Vision, Sears Optical, and Target Optical have partnered with DrugStore.com to offer their customers the ability to purchase contact lenses online.


1 Vision Council VisionWatch Internet Influence Report, 2010 and 2007

Together, we need to evolve and position private practice to compete in this emerging market.

  • Sales in the online optical market are rapidly growing and, as of today, VSP providers are being excluded.

  • To give VSP providers a strong competitive position in this market, VSP Global is developing Eyeconic, a set of solutions that will connect patients already shopping online with VSP doctors and allow them to re-capture patients they may already be losing to online competition.

Eyeconic = referrals and revenue for your practice.

The Eyeconic set of solutions will:

  • Re-capture tech-savvy patients already shopping online and connect them back to a VSP doctor.

  • Pays VSP practices for transactions made online.

  • Give VSP doctors a new channel for contact lens, sunglass, and prescription sales. (See phased rollout schedule).

  • Features premium products and a premium experience.
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