LAS VEGAS--Costco Wholesale got top marks for consumer satisfaction among eyewear/eyecare customers in a new study on optical retailers released last month by J.D. Power and Associates, the marketing information services firm.

Among 13 large retail chains, Costco ranked highest in satisfying eyewear/eyecare customers, the J.D. Powers 2005 National Retail Vision Satisfaction Study--announced during International Vision Expo West--indicated. The study measured satisfaction among customers of mass merchants, vision chains and department stores based on six performance factors: eyewear purchase experience, cost, retail store environment, choice and variety of eyewear, eye-doctor office environment and eye exam.

SOURCE: J.D. POWER AND ASSOCIATES 2005 NATIONAL RETAIL VISION SATISFACTION STUDY

Among the chains included in the study, the three top-ranked retailers were mass merchants. Highest-ranked Costco led in the factors for cost as well as choice and variety of eyewear; it also had a high proportion of customers indicating they would repurchase and recommend eyeglasses and contact lenses from a Costco optical center.

Costco was followed in the rankings by Sam’s Club and Wal-Mart, respectively. Sam’s Club performed particularly well in the eyewear purchase experience, the study indicates, while Wal-Mart received the highest ratings from consumers for the retail store environment.

America’s Best Contacts & Eyeglasses and EyeMart Express tied as the highest-ranked optical specialty retailers in the J.D. Power survey.

“Mass merchandisers seem to have found a balance between satisfying customers on cost and providing an optimal purchase experience--the two most important factors to consumers.  This combination results in strong performances overall,” said Steven Wood, senior vice president and general manager of the healthcare practice at J.D. Power. “However, competition among optical retailers is fierce and only customers with the highest possible satisfaction scores indicate a strong likelihood of purchasing from the same retailer again.”

The study found that 21 percent of the survey respondents who went to an independent eye doctor for their eye exam later bought glasses or contact lenses at a retail store, almost uniformly because of cost.

On average, nine percent of eyewear customers reported dissatisfaction with their initial vision correction for eyeglasses and 14 percent for contact lenses. Customers reported an overall 18 percent initial problem rate with eyeglass frames--and overall, 28 percent of those experiencing problems with their frames said their problem was never fully resolved.

The study also found that on average, 39 percent of these consumers have a managed vision plan through their employer. Overall, 34 percent of respondents used a managed vision care plan for their eye exam, and 25 percent used a vision plan for their eyewear purchases. 

The 2005 National Retail Vision Satisfaction Study is based on responses from 2,861 customers who purchased glasses and/or contact lenses from a mass merchandiser, vision chain or department store in the past 12 months.   --Cathy Ciccolella