Our Cover Story this issue takes a slightly different perspective towards that all-important factor in your success – your customer. 

Marge Axelrad

Yes, sometimes this person is the patient, many times this person is a consumer. Always, in varying degrees at different time, both things. And in all cases, he or she brings a lot of attitude through the door, full of expectations, questions (spoken or unspoken), preconceived notions and demands.

To explore just who is today’s consumer and to identify some of their priorities, VM’s Associate Editor, Caletha Crawford, traveled ‘outside’ the world of optical to talk to people who study consumer attitudes and patterns, who often advise companies how to best target their messages to them, develop product choices for them, create ‘experiences’ for them.

As one of our market observers tells VM, today’s retailing environment is going, in general, two ways – supersized or specialized. And, importantly, consumers today frequent both ‘big box’ retailers and their favorite, high-value, high-service specialty stores.

Optical is the definition of a ‘specialized’ focus. Particularly among independent ECPs and smaller chains, the competitive advantage is to emphasize one-on-one service, distinct product mixes, knowledgeable vision care and eyewear expertise.

We’ve companioned this piece with a small slice of Jobson/VCA/VisionWatch top-line data for you to examine and, hopefully, compare your own customer/patient base group to identify patterns or missed opportunities.

As another of our market experts points out, “You’re dealing with a far more sophisticated consumer base no matter the age.”

Optical retailers need to be on the front side of that curve.

•••

VM launches an important new series this month. In our Inside the Lab section, we explore how mid-to-high-volume Rx laboratories are “Harnessing Technology to Power Labs.” Our Group Editor for Lenses & Technology, Andy Karp, looks into the brave “new” world of prescription spectacle lens processing. We explore all that’s involved in keeping today’s labs thriving as valued Rx partners and tracking their evolution as companies critical to what optical has to deliver to consumers and patients. We welcome your feedback.