CAMP HILL, Pa.— Rite Aid (NYSE: RAD) is preparing to sell prescription eyeglasses and contact lenses direct to consumers via both in-store kiosks as well as through an online portal, VMail has learned.
 
The Fortune 500 drugstore chain with approximately 4,700 stores in 31 states and the District of Columbia is currently testing its Vision Center concept in 12 stores. While prescription eyewear is currently only available via the in-store kiosks in these 12 test markets, a company spokesperson told VMail, the “Rite Aid Online Vision Center launches soon.” Online purchasing will be available both through the in-store kiosks as well as through a website.
 
Various kiosk designs, which feature actual ophthalmic eyeglass frames for customers to try on, are being tested to determine the most effective means of merchandising eyewear in the store. “You can try them on in the store, and your customized glasses are then shipped to your home,” the spokesperson said.
 
In addition, while the Vision Center concept will provide prescription eyeglasses and contact lenses for home delivery, the Rite Aid Online Vision Center will encourage shoppers to visit an actual brick-and-mortar location. “We are working in conjunction with the Rite Aid Online Vision Center to provide incentives for the customer to visit a Rite Aid store and check out the Vision Center,” the company spokesperson told VMail.
 
Further details about the program were unavailable at press time, but look for more details in future editions of VMail and Vision Monday.