Shopping for eyeglasses isn't easy, especially when frames
can cost well over $200 a pair -- even
without the fancy add-ons and logos. But a Consumer Reports survey found that a
great pair of eyeglasses doesn't have to break the bank.
The magazine surveyed more than 30,000 of its bespectacled
readers about their most recent purchase of a pair of glasses and found that Costco
topped the ratings of eyeglass retailers, which included large chains,
independent local optical shops, and private doctors offices.
"A new pair of glasses can cost you a pretty penny,
especially when you add on higher-quality lenses, designer logos, or fancy
coatings, said Jamie Hirsh, associate editor for Consumer Reports Health. "We
surveyed our readers to find out not only how much they paid at the eyeglass
retailer, but also their overall experience including things like frame
selection, customer service and employee expertise.
Strongest showings
Costco Optical earned the highest score for overall
satisfaction among chains, and also beat out most of its competitors for price
-- a pair of glasses cost a median of $157 compared with a median of $211 at
independent optical shops and $212 at eye doctors' offices. Costco was also the
only retailer that stood out for lack of problems, such as loose lenses,
distorted or blurred vision, or damaged frames in the first few weeks after
purchase.
However, Mary of Madison, WI, is not at all happy with her
experience at Costco. She tells ConsumerAffairs.com that 14 days after ordering
her glasses, she had not received them, even though she was promised delivery
in seven business days. "Not only do I not have my glasses," she
writes, "the optical department isn't sure where they are. My biggest
complaint is that they do not call me to let me know what is going on. I
continue to wander in a no-man's-land."
With the exception of price, doctor's offices and independent
optical boutiques typically scored high marks across the board, particularly
when it came to employee know-how, service, and the quality of the finished
glasses. Independent boutiques are also the place to go for great frame
selection.
Eighty-three percent of readers who purchased their glasses
at an indie shop were highly satisfied with the variety of frames available,
compared with 68 percent at the big retailers.
Some chains were subpar
The one overarching reason respondents gave for choosing to
get their glasses at a chain store was price. However, Consumer Reports found
that LensCrafters (the most frequented chain in the survey) charged a median
price of $244 per pair of glasses, even with coupons, which some 60 percent of
LensCrafters customers said they used. LensCrafters customers enjoyed faster
turnaround and above-average follow-up service, though.
Customers at Pearle Vision, which is owned by the same
company as LensCrafters, also paid more than those who shopped at an
independent shop or doctor's office, at an average of $228 per pair.
Three eyewear chains -- Visionworks, America's Best Contacts
& Eyeglasses, and JCPenney Optical -- stood out for below-average ratings
in most purchase factors including inferior-quality frames and subpar service
during and after the purchase. Respondents still reported pretty high
satisfaction overall, but as the ratings show, there are better choices.
"I went to America's Best Contacts & Eyeglasses to
get my daughter glasses," Lee of White Bear Lake, MN, tells
ConsumerAffairs.com. "The sign there said ALL frames $69 are two for
$109.95 and included plastic lenses. When my daughter picked out two $69
frames, I asked the store manager how much they would cost. She said even
though she picked out $69 frames it would be an additional $132.00 because they
required polycarbonate lenses."
According to Lee, the sign said all $69 frames were two for
$109.95 and all included plastic lenses. But, she says, she was told that
polycarbonate lenses were mandatory with the $69 frames she chose. "I feel
their advertising should disclose this additional cost or they should honor
their printed ad," Lee concludes.
How to choose
Shoppers looking for a deal without sacrificing good vision
correction should keep a few things in mind when considering an eyeglass
retailer:
- Know who excels at what. Independent stores, Empire Vision Centers, and, LensCrafters are good options for urgent matters, such as replacing a lost or broken pair of glasses quickly. If quality, service, and selection are paramount, try a doctor's office or independent. Either way, find out what follow-up service is provided and what recourse there is if there are problems, such as a faulty prescription or frames that break.
- Spring for only what's needed. Glasses come in a dizzying array of lens types and coatings so don't hesitate to ask questions.
- Don't be a slave to brand names. Brand names could cost hundreds of extra dollars, but designer frames usually aren't made by those designers. They're made by manufacturers that license the brand names. Those same manufactures also make high-quality non-designer frames that can have a similar style for a fraction of the designer price.
- Look for coupons. One-third of readers who visited an optical chain used coupons, and at chains like JCPenney Optical and LensCrafters, 62 percent of respondents had used one. Some health insurance providers will also cover a portion of an eyeglass purchase. About 43 percent of respondents said at least part of their purchase was covered by insurance.
If cost and quality are paramount, Consumer Reports
recommends going to Costco or another highly rated chain. To see how
independent stores, doctors' offices and 18 eyeglass chains did in Consumer
Reports survey in terms of quality, selection, price, and customer service,
pick up the December issue of the magazine now on newsstands.
