The issue: We don’t let our customers place orders by clicking through on their own and submitting an order.
The reason: Sorry, we just don’t trust you that much. (Plus, it would hurt our feelings to think all of our expertise and the decades we’ve spent developing our product and service so we can offer fantastic personal consultation to our customers isn’t actually needed or appreciated.)
We don’t trust you to understand exactly whether you need an inverted shooting bifocal or just a traditional lined-bifocal. We don’t trust you to understand that applying an Anti-Reflective coating to a sunglass lens is actually just a counter-productive upcharge and not necessary at all. We don’t trust you to recommend to yourself another frame because even though your prescription can technically be made in a specific frame, it’s not the best option for you.
Of course, there are many places out there that let you click through an Rx eyewear order. They give you lots of questions and drop-down tabs and upcharges and options and just set you loose and take your money, so your overall interaction with them looks something like you’re placing an order for online delivery food:
Click-Through Order Template
What, for example, is the difference (besides $30) between a Premium Anti-Reflective and an Ultra Premium Anti-Reflective? Do you need an Anti-Reflective at all?
Look, this is a business, and we’re in business just like the people who run these click-through sites, we’re just not the type of place that encourages these blind, rapid sales. We actually want to speak with you or exchange emails with you because it helps us ensure that the final product we put in your hand is the one you’ll be the most pleased with. We want to know your very specific optical issues, the quality of the lighting at your local range, if you’re using mounted optics or open sights, and if you’re a heavy sweater that might fog up your lenses. It’s tempting to say that click-through purchasing would be easier, but honestly, there’s nothing easy about getting a product in your hands and not having it perform the way you’d hoped. It’s not easy on your end, calling us up and explaining that you’re disappointed, and it’s also not easy on our end, taking that call, apologizing profusely, and then trying to fix the problem. There’s nothing convenient about that, and ultimately it just ends up back in a discussion that should have happened up front.
We’re proud to offer a custom product, handcrafted for each of our customers. It’s not just a marketing convention to say that the service matches the product. It truly does, in the sense that the product needs to be made to suit your specific needs and the personal service is an integral part of what ensures that alignment. We’re not trying to suggest that we invite our customers over for Thanksgiving dinner (this has happened, once) or that when a return customer calls up we immediate recognize their voice and know their name (this happens, but we also have caller ID). Not all of our customers chat with us for days, sometimes it’s just a three minute order to confirm the details, and other times it’s just via email with a hunter in Australia or a soldier in the Ukraine or a metal fabricator here in Denver.
So, to order please call, at 888-807-5165. Or write. We’ll all be glad you did.