JC Penney recently changed its pricing strategy, aiming to eliminate their practice of what Ron Johnson (CEO) calls “fake prices”.  I can only hope that chain opticals will someday take the same approach.

For years, chain opticals have manipulated sales and discount vision plans to create an illusion of savings for consumers.  The sales and vision discounts are generally just reductions from regular prices that are set artificially high to begin with.   It’s a common marketing ploy to make people believe they are getting a bargain.

So how do you get the best eyeglasses?

1.  Lenses first.

Your doctor is your best resource for recommending which brand and type of lens is best based on your individual vision needs, past history, and current prescription.  I recommend Zeiss lenses most often for their commitment to having the best ophthalmic lenses.

2.  Frame next.

Frames truly represent our personality and run the gamut of utilitarian to high fashion.  An optician can help you make sure the frame you like is compatible with the lenses you require.

3.  Value.

Consider the quality of the eyeglasses, the expertise of the staff, and the warranty before your purchase.

By Dr. Cook, O.D.