One BonusA loyalty program for an optical store
Updated 31 August 2026
An optician sells two things on completely different clocks: frames every few years, and lenses, solutions and accessories continuously. One program cannot serve both, so run two.
Split the program in two
Points on the continuous purchases — contact lenses, solution, cases, sunglasses — where the basket is regular and modest. That is the part that keeps the customer coming back to you rather than to whoever is nearest when the solution runs out.
A level or a coupon on the frame purchase, which happens rarely and is worth a great deal. The frame customer should be recognised for years afterwards, not made to start again.
The prescription clock
Eyes change on a schedule, and an optician knows roughly when. A reward for a re-test inside the recommended interval is the same mechanic as a dental recall and works for the same reason.
It is also the moment the next frame is sold, which makes the recall the most commercially valuable message the shop sends all year.
The lens reorder
A customer buying a three-month supply of lenses will need more in three months. A coupon timed to that date lands exactly when the decision is being made, rather than a month after it was made elsewhere.
Common questions
How should an optician structure a loyalty program?
As two programs: points on the continuous purchases like lenses and solution, and a level or coupon recognising the frame purchase, which happens rarely and is worth far more.
When should an optician contact a customer?
When the re-test is due, and when a lens supply is about to run out. Both are dates you can calculate from the last purchase, and both are the moment the decision is actually made.
Two clocks, two programs
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