We can learn a great deal about an optical business from their social media presence. I’m drawn to independent optical boutique owner sites and posts. Thoughtful and creative social media posts pull me to their website, where I discover independent thinkers that are creative, artistic and socially engaged. They have their finger on the digitally connected consumer pulse offering creative, engaging and fun online and in-store experiences. The savviest among them integrate the digital device driven experience that now dominates our world, into their “bricks” retail space. After all, there are more smartphones on our planet than humans. Intuitively they tap into “the experience economy” where entrepreneurial coolness is defined as doing, fixing, making a difference and advocating for a better world. Their retail space conjures a sense of commonality that connects with the “experience consumer.” We all respond to that “je ne sais quoi” just as when we visit our favorite coffee house, microbrewery or art gallery. Another striking trait of this entrepreneurial group is confidence. They don’t worry that the “sky is falling” because “Warby Parker, e.g., is stealing their customer.” Instead, they play in the same “clicks and bricks” sandbox but in a way that only an independent retailer can. They understand the shopping experience that their customer is seeking and deliver. And yes, that means having price points and styles to attract the student/Gen-Zers—the socially conscious and engaged generation that grew up amidst financial turmoil and consequently are careful with their money and use their purchasing power as one means to change the world. In today’s screen age where an optical retail brand is defined by more than a brick-and-mortar store image, an online presence using social media, websites and online retail lets retailers showcase their creativity and imprint on the experience consumer psyche.

• Deborah Kotob
[email protected]
2020mag.com/education