14. August 2012 08:29
The results of the latest market research suggest that Australians prefer to buy contact lenses over the Internet, as it is more convenient, easier and cheaper than buying them from traditional shops.
The research states that online shops take advantage of their low costs (resulting from low staffing needs, inexpensive locations, keeping the number of items in stock at the minimum levels, etc.) and offer very low prices, which make them a tough competition for high-street shops.
In addition, online shops look more and more attractive to customers, offering new, enjoyable features (e.g. the possibility to ‘try on’ different coloured contact lenses before choosing the best set), far-reaching customisation, enhanced interactivity as well as loyalty programmes, giving their regular customers additional discounts and gifts.
The Australian contact lens industry is expected to grow by another 5.6 per cent this year, and online shops are responsible for a considerable part of this growth, contributing to the increase in the number of contact lens wearers in the country.