In partnership with SmileDirectClub, Macy's is now offering a never-before-seen product in the form of a doctor-directed at-home orthodontic kit.
While SmileDirectClub has previously favored a direct-to-consumer model, it is now making orthodontics extremely affordable and highly accessible to the average consumer through a mass retailer. In the same way that consumers visit a pharmacy to find at-home whitening products, they will now be able to easily access smile kits for straighter, brighter teeth.
The new smile kits includes small, medium and large sizing trays, so that making a custom impression is an easy, comfortable process—SmileDirectClub notes that the unused trays may simply be recycled. Once a customer's smile kit has been registered online via SmileDirectClub.com, SmileDirectClub will create a custom smile plan with a dentist or orthodontist licensed in one's state, as well as overnight items such as putty for making the dental impressions.
What's Driving This Trend
- At-home Orthodontic Kits
- SmileDirectClub is disrupting the orthodontic industry by making affordable and easily accessible custom orthodontic kits available in mass retail stores.
- Direct-to-consumer Orthodontics
- SmileDirectClub's partnership with Macy's shows potential for other retailers to offer doctor-directed orthodontic kits to the general public.
- Doctor-directed Custom Smile Plans
- SmileDirectClub's use of state-licensed dentists and orthodontists to create custom smile plans for customers presents an opportunity for disruptive innovation in the tele-dentistry industry.
Who This Affects Most
- Orthodontic Industry
- The introduction of affordable and doctor-directed orthodontic kits in mass retail stores may disrupt traditional orthodontic practices.
- Retail Industry
- This partnership presents a significant opportunity for mass retail stores to offer new and innovative health and wellness products to customers.
- Tele-dentistry Industry
- SmileDirectClub's use of state-licensed dentists and orthodontists to create custom smile plans for customers presents an opportunity for disruptive innovation in the dental industry by leveraging telemedicine technology.
