Optical Products
 In 2006, GfK Audits & Surveys will launch its Optical Products sales measurement service in the U.S. to definitively measure this almost $20 billion market.
This syndicated service will expand the coverage of GfK’s Optical Program, which has already been successfully introduced in Europe.
GfK Audits & Surveys has an extensive background in measuring the optical business, on a custom basis, for numerous clients. This includes sales tracking and distribution audits as well as test marketing studies.
Initial Product Categories to be Measured
- Prescription Lenses
- Frames
- Contact Lenses
- Contact Lens Solutions
Trade Channel Coverage
Our program will measure the universe of approximately 37,000 U.S. Optical Retail Locations with separate reporting of both chains and independents.
Geographic Coverage/ Sample Sizes
The program will provide data for the Total U.S. and by regions. Overall, we anticipate that the program will include over 3,000 individual dispensing locations. Our sampling experts will ensure that the design and allocation of the sample stores is representative of and projectable to each type of outlet for each reported geographic area.
Data Collection Methodology
In order to gain the most representative sample, the program will ensure that it is convenient for the cooperating Dispensers to provide their information. In order to do this, we expect to employ more than one method of gathering information, even within a single outlet or chain, depending on the product category and the cooperating Dispenser. Data collection techniques will include:
- On-line data gathering using the outlets Practice Management system, wherever possible
- Dispenser Diaries
- On-site physical audits using the GfK Audits & Surveys’ field force
Information Provided
All data will be collected at the individual item level, which will then be aggregated to provide data by types, sizes, brands, manufacturers, etc. up to and including the overall product category. Anticipated measurements include:
- Market size of Frames, Prescription Lenses, Contact Lenses and Contact Lens Solutions
- In units for Frames and Contact Lens Solutions and in pairs for Prescription Lenses and Contact Lenses
- Retail dollars for the above
- Average retail pricing
- Market size and growth rates for Independents and Chains (separately)
- Overall and by product/category
- Product Characteristics
- Frames – by Gender and Children’s
- Lenses
- Coatings
- Contact Lenses
- Detail yet to be agreed upon
- Contact Lens Solutions
- Detail yet to be agreed upon
For multi-country clients of GfK’s Optical Program the measurements and reporting levels will be consistent with those of the currently measured European countries.
- France
- Germany
- Italy
- Spain
- United Kingdom
Program Benefits
- Measure your performance and that of your key competitors across each specialty channel
- Track emerging trends in product types, varieties and sizes to refine your product offerings
- Allocate your sales force efforts by channel and region to maximize ROI
- Identify and quantify opportunities for promotions, new products and line extensions
- Develop and adjust your strategic business plans from a reliable, in-depth sales database
- Develop a global marketing and sales management information for the retail market
GfK Audits & Surveys will provide the most complete and accurate sales measurement program of the U.S. Professional Optical Market.
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