They use My Frame Gallery in-store and on their website to engage patients.
Recently, we sat down with Claire Winkleblack of Leet Eyecare to discuss how they use My Frame Gallery to help engage with patients and turn them into loyal customers.
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PRACTICE PROFILE Leet Eyecare Claire Winkleblack My Frame Gallery user since February 2019 |
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Hi Claire, Thanks for talking to us today. Your website looks great, and your Frame Gallery is generating a lot of views. Why was having an online frame gallery important for your business?
We made the decision to create a Frame Gallery when we redesigned our website. We were already planning to develop something new, and My Frame Gallery fit in with some of our main objectives for the site.
For instance, we really wanted a simple way to showcase our frames so that viewers could see our inventory, but in a way that was more robust than a listing of brand logos on a screen. My Frame Gallery really filled that need.
We also just love that this program is interactive and that people can upload a photo to see the frames on themselves. It's a very cool feature that adds that extra bit of "wow" to the site.
How would you describe the set-up process?
The set-up was incredibly easy! To add frames, we use the Automatic Update feature. All we did was add the designer eyewear lines we carry and the rest was completed in no time at all!
The metrics for your Gallery are good, indicating that it's getting quite a bit of use. How is your practice using My Frame Gallery and generating that traffic?
We use My Frame Gallery in a variety of ways. First of all, It's posted prominently on our website so visitors can easily find it.
Right. I saw it in the rotating carousel right at the top of the page, and then also in the main navigation. Making it easy to find like that is definitely important.
Correct. And we’ve also written a blog post about it. The blog post is a good introduction for visitors to our website as it explains how to use the Gallery and make the most of the experience.
We also emailed a link to our existing patient base to let them know about the new Gallery and to help get them browsing. Even if they aren't ready for new eyewear right now, we think it will help to keep us top of mind once they actually are ready for a new purchase.
Our opticians use it in the office, so when a patient wants to try a frame in a color that we may not have on hand we can frequently show them that color in the Gallery.
It's really helped a lot though, so any chance we can talk about it, we do!
Do you have something in place to keep your Gallery updated?
We're using that automatic update feature i mentioned before, so really Frames Data keeps it up-to-date for us. It's very low maintenance! The frames in the Gallery get refreshed every weekend with whatever frames are new in our chosen brands, so we really don't have to do anything to keep it current.
Will you be using the Wish List functionality?
At this time we are not utilizing the Wish List functionality. That's because we have three locations with one website and we didn’t want the email notices sent to all of our opticians every time someone sent in a wish list.
However, Instead we encourage patients to write the frame they like down and either call ahead and we’ll have the frame ready or just bring it in person. This has worked well for us so far!
There's an option to add additional URLs that could be customized per location, have you considered that?
Yes we did consider it, but for now we decided to just have one Gallery for simplicity. We could re-visit that later on though.
Have you had instances of patients coming in knowing which frames they want to try (from using the Gallery)?
There definitely have been instances where a patient is in the office purchasing their own frames, and then also mentioned they need frames for their child, parent, or spouse. We then encouraged them to use the Frame Gallery and afterwards they've come back in with frame information they've written down after having used the Gallery.
Is there a specific feature that you like most? Why was that feature helpful or attractive to you?
The virtual try-on is what we like the most. It's been very helpful and patients love it! The technology is fun and impressive and what gets them in the door, but then we turn them into loyal customers with our excellent service.
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