By Jamie Wilson
To get into the mind of today’s consumers we spoke to some of the people who know them best, retailers across the U.S., to find out what qualities they possess that consumers love. There are many factors that come into play to create the perfect blend of ingredients that draws different groups of shoppers to Main Street. We zoned in on the following five traits that consumers seek in independents that set them apart from traditional big box retail stores.
Staying Plugged-In to Connect With Customers
Hicks Brunson Eyewear: Tulsa, Okla.
When marketing Hicks Brunson Eyewear, Daniel Brunson goes back to the beginning when his grandfather opened up shop in 1949 after purchasing the American Optical dispensary that he was managing at the time. Since then, Hicks Brunson’s mission has been to “give our clients enhanced confidence through the craft of opticianry,” he said.
Brunson described the atmosphere of the store as “warm and inviting” where frames come from brands such as Zero G, Face a Face, Tom Davies, Sama, Swiss Flex, Tom Ford, Maui Jim and Rudy Project. All are grouped by collection and each customer is welcomed to the shop with a tour. Sipping on water or coffee, each customer will learn about the independent eyewear lines that he carries and the designers behind them.
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