Optometric Management Tip # 3   -   Wednesday, February 06, 2002
Putting Price Tags on Frames

I have long believed that putting a price tag on each frame displayed in my optical was a good idea. It not only lets the technician know the price of the frame so she can write-up fees quickly, but it lets patients have a small clue about the financial commitment they are undertaking as they make selections. It prevents sticker shock and possibly patient embarrassment.

The challenge is not so much if we should put price tags on frames… its how! I have tried various methods in the past, such as sticky labels on temples, string tags, and plastic loop tags, and all had problems. They fell off of wire temples, or detracted from the fashion look of the frame, or brought risk of injuring the patient, or made it difficult to fully open the temple making the frame fit poorly. I also believe that hand-written price tags give the impression of a mom and pop shop and make the price appear rather arbitrary.

The answer we found effective is to print a small, clear, adhesive label with a printing device, such as the P-Touch Label Maker made by Brother (available at any office supply store). There are many different models, but all are relatively inexpensive. The label is applied to the demo lens that comes pre-inserted in every frame. We place it in a spot that does not block the line of sight - we often put it just below the designer brand logo. It is important to use a clear label because its less distracting than opaque labels, but we do use colored print that indicates the season of year the frame was purchased. We print a dollar sign and the price, and we also print a code number, which actually reveals our wholesale cost, but is disguised to the patient and looks like a stock number.

Try clear label pricing - you will like it!
Best wishes for continued success,

Neil B. Gailmard, OD, MBA, FAAO
Chief Optometric Editor, Optometric Management