Glasses direct blog

If you are reading this, then the chances are you’ve decided to brave the waters and buy glasses online (rightfully so!). Whether you are buying from Glasses Direct or any other online glasses retailer, buying spectacles online is not all about finding the lowest price around. As you read on you’ll discover, when buying glasses on the Internet other factors must be taken into account because let’s face it, we’re not all made of money and online prices cheap as they are, are still an expense we can sometimes do without. As an online marketing consultant myself, advising retailers on their e-commerce development strategy, I have seen consumer demand change over the years and online retailers have to provide the same if not better service than their high street counterparts. I am happy to report that Glasses Direct is heading in the right direction, though other retailers may be offering the same experience so it’s a good idea to always shop around.

Here are the 10 questions you should be asking your online glasses retailer before buying, remember it’s your eyes so don’t joke about. Cheap glasses doesn’t mean cheap quality or service, make sure the online retailers answer yes to all these questions.

1. Is the quality the same as if I buy my glasses from the high street?

Remember, buying glasses online is cheaper because online retailers are able cut out the middleman, and don’t need to pay for expensive high street stores and eye testing equipment. The quality of the glasses should be the same as the high street.

2. Do they offer a money back guarantee?

You should absolutely insist on this one. At Glasses Direct glasses come with a 30-day, unconditional money-back guarantee. If you feel your new glasses aren’t right for you, they’ll give you a refund or exchange them for another pair of the same value – no questions asked. Other online glasses retailers offer either a 14 day money guarantee or their guarantee is hidden somewhere so you have to ask why.

3. Can I try before I buy?

Most online glasses retailers offer some sort of ‘Try Online’ service where you can upload your picture and paste an image of the glasses on your picture giving you an idea of how the glasses will look on you. The quality of the technology changes from site to site, but will provide similar results. On the other hand, only a select few offer a ‘Try at Home’ service where you pay a small fee to cover postage & packaging and can trial frames for 14 days at home before buying.

4. Will a Dispensing Optician review my order to ensure my prescription makes sense?

Glasses Direct have a team of qualified Dispensing Opticians who check and authorise every single order. If they come across anything out of the ordinary, they will get in touch with you by email or phone and may ask you to confirm your prescription details. This makes the buying process stress free and the Dispensing Opticians are also available to talk on the phone for an online consultation.

5. Can I pick up the phone and talk to a service representative?

When I buy anything online, I like to know I can pick up the phone and someone will be on the other end should any problems occur. Unlike some online glasses retailers, Glasses Direct has a UK call centre based in Swindon. The call centre is open 8am to 6pm Monday to Friday making it easy to chat glasses before or after work.

6. Will I be able to read reviews from other users?

Very few sites I have tested have any review functionality, let alone one which is constantly updated. Glasses Direct like other leading online retailers use a 3rd party customer review service by Reevoo. Because the reviews are managed by a 3rd party provider, they all appear on the site. That’s right whether the review is positive or at times less flattering you can view it on the site. For me, this says it all, nothing to hide and a sign of a retailer believing in its products and willing to listen to both praise and criticism.

7. When the website says ‘glasses from £15′ are they talking about more than one frame for £15?

Many retailers try to lure consumers based on a low offer, but the result is usually one frame for this low price and then you also have to pay for the lenses which are sky high. Some retailers such as Glasses Direct have kept the emphasis on value and the basic price of £15 hasn’t changed. Truth be told Glasses Direct has increased its range of higher end frames, but not at the expenses of its core offering of £15 frames. The more expensive frames tend to be designer glasses which you would expect to pay a bit more for anyway.

8. Can I buy frames based on my gender?

While having a great deal of choice is a good thing, at times you need a gentle nudge and some basic advice. The people at Glasses Direct have always understood the value of great professional advice and the end result is frames divided by male / female together with straightforward search options by price, frame style etc.

9. Will I get thin lenses for free?

When it comes to lens thickness, size does matter. Your choice of lenses and coating is an important part of buying your glasses. Lens thickness can make a real difference to how they look, especially for stronger prescriptions. Make sure you are getting a thin lens.

10. Will I be able to re-glaze my glasses one day?

If your prescription has changed or your current lenses are scratched or damaged then you might need to re-glaze your glasses, unless you really feel like buying a new pair. A few online glasses retailers offer this service and prices seem very competitive compared to the high street.

When you find an online glasses retailer who can answer yes to all these 10 questions, then buy your spectacles online. Buying online is as safe as buying on the high street only prices are much better.

Recommended reading: Glasses Direct guide to buying glasses online
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Ran Nir is the founder of Conversion Counts an online marketing consultancy focused on online e-commerce development strategies.

Thanks to Oberazzi’s Photostream for the imagery

This entry was posted on Wednesday, January 28th, 2009 at 6:06 pm by Ranand is filed under Eye Health, Research. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.