A recent consumer study* explored the issue of profitability of contact lens patients. The survey showed some surprising results about how much patients spend on glasses and contact lenses

For some time anecdotal evidence from opticians has suggested that one of the key barriers to recommending and fitting contact lenses to more patients is the perceived impact this may have on practice profitability.

To attain a greater understanding, a consumer behaviour study (in the practice environment) was initiated with the following aims:

1. Assess the amount spent in an optician’s shop by wearers of glasses only and by wearers of contact lenses and glasses, and the frequency of visits by each of the target groups.
2. Determine the ratio of money spent on glasses (incl. sunglasses) and contact lenses (including lens care products)
3. Determine the loyalty building aspect of contact lens wearers for potential purchase of glasses at the same optician.

Fieldwork was conducted by market research company OPINION in January 2006, countrywide, as part of a study including Germany and Italy. There were 200 UK respondents. The following is a summary of their findings based on their research.

• Comparing the average yearly spend at opticians of glasses only wearers with the spend of glasses and contact lens wearers, the latter spend 3.1 times more in the UK (fig 1), 2.2 times more in Germany and 2.5 times more in Italy.
• In Germany and the UK, two thirds of contact lens wearers’ spending at the opticians (D: 68%, UK: 69%) are for contact lenses and lens care products.
• In the UK 75% of respondents who wear glasses and contact lenses ALWAYS buy their glasses at the same opticians where they buy their contact lenses, with another 11% responding ‘mostly’ to the same question (Fig 2).

Fig 1 UK CL + Spec wearer spend ratio	Fig 2 CL wearer buys specs at same Optician

Patients wearing contact lenses spend 10-12% more, on average, on their vision correction needs - both for clear and prescription sunglasses - than glasses only wearers (Fig 3)
Purchase frequency for glasses is broadly the same for glasses only wearers and contact lens wearers. In the UK the average replacement frequency for glasses is 20 months.

Interestingly, solus spectacles wearers are more prepared than contact lens wearers, to purchase from outlets other than the optical store, even for prescription sunglasses.

Contact lens purchases can be deemed to build optician store loyalty for the purchase of glasses: the majority of contact lens wearers buy their glasses from the same optical outlet where they purchase their contact lenses. They also visit the store up to three times as often as a solus spectacle wearer - this provides an ideal opportunity for informing them about the latest developments.
UK opticians may be able to improve on their current standing in relation to non prescription sunglasses. Currently only 14% of contact lens wearers purchase their non prescription sunglasses from their optician, with some 66% of plano sunglasses sales going to department stores or supermarkets,12% purchased at pharmacies and 3% via the internet. It is also notable that some 14% of lens care products are purchased from pharmacies. There is clearly an opportunity to grow practice profit in these areas.

Contact lens wearers are very much profit drivers rather than profit drainers.

• They spend 3 times more money per year in optical stores than glasses only spectacle wearers
• They are loyal to the store for both contact lenses and glasses purchases, with 75% of  wearers always buying their glasses at the same shop where they buy their lenses.
• They spend more money – contact lenses and lens care purchases account for 69% of contact lens wearers’ spending in optical stores.
• They visit the store more often – contact lens wearers visit the optical practice up to 3 times more frequently than glasses only wearers, providing the practice with an opportunity to drive awareness and incremental purchases
• They buy more expensive glasses – contact lens wearers spend 10-12% more on their glasses than those who where glasses alone

*Market Basket Study ……