DALLAS—Beginning next month, Essilor of America is planning to test a new e-business initiative that will allow independent eyecare professionals (ECPs) to sell optical products online. The venture, which is endorsed by the American Optometric Association, is being launched in conjunction with FramesDirect.com, an online optical retailer.

In a recent ECP Internet usage and attitude study, Essilor and Jobson Optical Research found that many ECPs believe online purchasing is a growing trend in the eyecare industry. The research also indicated that ECPs felt ill-equipped to meet this challenge alone.

“It was quite clear from our research that an industry solution was necessary, so Essilor quickly went to work on solutions that could provide an online option to extend an ECP’s existing practice beyond the traditional brick and mortar,” said Howard Purcell, OD, FAAO, Dipl., vice president, customer development for Essilor.

Throughout the research process, Essilor and the AOA have been in discussions about this growing need in the industry and the potential solutions to benefit optometrists.

“This online marketplace solution will be of great benefit to the members of AOA and will help position our doctors to better serve patients in the 21st century,” said Peter H. Kehoe, OD, American Optometric Association (AOA) president. “We are pleased to support Essilor’s efforts to pave the way for doctors of optometry to expand their businesses through the Internet marketplace. Essilor is leading the industry to provide an online dispensary solution for optometrists, and we at the AOA look forward to providing guidance and support as this initiative continues to develop.”

Dhavid Cooper, OD, MS, CEO and co-founder of FramesDirect.com, remarked “As eyecare professionals ourselves, we are extremely proud to be associated with Essilor and this initiative. This partnership culminates a vision we’ve had for years to fully equip the optical industry with the tools to be successful online. This initiative allows ECPs the opportunity to participate in the online space with their own full-service e-commerce site, leveraging the experience, technology and expertise FramesDirect.com has successfully developed since 1996.”

Essilor is entering into a beta test with several practices starting in July to further refine and develop its online plan. Future plans for expansion will be contingent upon the results of this test and its success in the market, the company said. ■