Keep Frame Selection Purposeful

How to Keep Frame Selection Purposeful
A strategic approach to inventory management caters specifically to patient shopping interests and offers options within those categories. This is true now more than ever, as consumers continue to keep a closer eye on their spending. That's why it's important to be intentional in choosing your frame selection. Think about what your patients need, then consider what they want. Creative ways to help patients get more value from their benefits—such as directing VSP Members to Featured Frame Brands that qualify for an Extra $20 to spend—can help them feel happier with their experience at your practice and may support increased eyewear sales.

Here are a few points to consider:

Showcase selective variety. If you have a large athlete patient base, ensure that you offer a selection of popular but functional sport frames. You can also use this as an opportunity to showcase the specific frames you want patients to purchase during any given month or season, including Featured Frame Brands that help patients maximize their VSP benefits, such as Nike and Dragon.

Highlight brands patients know and love. Featured Frame Brands include a wide selection of Marchon and Altair styles, such as bebe, Calvin Klein Canada Goose, Ferragamo, Flexon, Genesis, Kendra Scott, Lacoste, Longchamp, Nautica, and Pure. Consider creating a dedicated area on your frame board or using in-office signage to make these brands easy for patients and staff to identify. You can also access eyewear social media images to share on your social accounts.

Share the excitement of a second pair. Offer a fun and affordable second pair that fits the patient’s personal style, in addition to the classic frame they know they need for everyday wear or time spent on the computer for work. The second pair might be less conventional for them, or it could be prescription sunglasses that help protect their eyes from potentially harmful rays.

Promote savings opportunities. Who doesn’t love feeling like they’ve gotten a deal on something they need? Use these Extra $20 marketing resources to let your VSP patients know they can get an Extra $20 to spend on Featured Frame Brands when they choose qualifying frames at your practices.* Encourage patients to look for the VSP heart on the lens to quickly identify eligible brands and help them get the most from their frame allowance with these Follow Your Heart resources.

Lastly, consider offering a personalized, concierge-like shopping experience for your patients. Through this experience, they will see firsthand how much you have prioritized their individual needs and wants. Selecting frames for them to try on ahead of time can help create a more intentional experience and give your team an opportunity to guide patients toward styles, brands, and offers that align with their needs.

^{*Extra $20 promotion expires on 12/31/2026. Offers are available only to VSP members with applicable plan benefits. Promotions, brands, and rebates are subject to change.}