Retailers shift their ad spending from TV, radio and print ads to digital ads.
With an increasing number of shoppers looking for better deals on contacts lenses and related items, Arlington Contact Lens is on track to grow its annual web sales by 35% to $27 million this year compared to $20 million in 2007, says CEO Peter Clarkson.
Even in a troubled economy consumers still spend money on health care basics such as eye care and that’s helping to grow sales at Arlington Contact Lens Service Inc.
With more consumers looking for better deals on contact lenses and related items, Arlington Contact, No. 321 in the Internet Retailer Top 500 Guide, is on track to grow its annual web sales by 35% to $27 million this year from $20 million in 2007. “Our growth is driven by the loyalty of our customers,” says Arlington Contact CEO Peter Clarkson.
Arlington Contact carries all major brands of contact lenses, including Acuvue, Freshlook, Bausch & Lomb and others. A left-hand navigation bar on the home page enables visitors to shop by brand, contact lens type or manufacturer. There also are links to accessories such as swimming goggles and contact lens cases.
The retailer, which carries an online inventory of about 3,000 SKUs, recently updated ACLens.com with new advanced features and functions, including advanced rich media and product reviews.
In times when many retailers are struggling to stay profitable, Arlington Contact says a focus on customer service and developing content that informs customers is helping the company to expand. “Last year we launched our contact lens reviews and 360-degree rotate and zoom product display,” Clarkson says. “This attention to detail keeps Arlington Contact at the forefront of online functionality and usability. It provides an incentive for customers to return to the site.”