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As middlemen in the optical industry’s distribution chain, wholesale
laboratories are the quintessential business-to-business suppliers.
Accordingly, Walman Optical, the nation’s larger independent optical
wholesaler, offers eyecare professionals a comprehensive menu of
products and services through its full-featured, B2B website,
www.walman.com.
Customers can access links to lens and frame vendor websites,
“how-to” videos, self-paced educational programs, product specific
newsletters and online product catalogs, price books, self-directed
statement and invoice reprinting capabilities and online payment
portals. Virtually all of these functionalities are located behind
authentication forms and are available only to customers and cannot be
referenced by the public.
The Minneapolis-based wholesaler has begun a major site overhaul,
and plans to phase in many new features over the next six months. The
goal is to “enhance interactive functionality,” according to Bob Gustin,
Walman’s vice president of new business development. “The days of
simply offering marketing fluff are rapidly disappearing and being
replaced with interactive, informational training and practice
management tools,” Gustin said.
Walman uses on online videos and electronic versions of existing
lens and frame educational pieces, either produced internally for its
offerings of proprietary products or obtained from supporting frame and
lens vendor partners. “We have internally developed a series of online,
self-paced lens educational tools, including quizzes, to enhance the
learning experience,” Gustin noted.
Gustin said Walman plans to add more customized online marketing
programs targeted at specific customer demographics and much greater
functionality in online ordering and order status capabilities. In
addition to supporting its lens and frame product offerings, the company
will also provide practice management support tools. Other upgrades in
the works include a secure Extranet site with online account status,
online payment and eventual real-time order status capabilities, and
full integration of the DVI REMO online ordering system.
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