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Job of the week

Standard Optical: Tradition Meets Technology

November 19, 2012 12:04 AM

 

 

Tradition Meets Technology
Standard Optical
18 Locations (Utah)
Aaron Schubach, Vice President/COO

Standard Optical vice president and COO Aaron Schubach makes it clear that an in-depth understanding of the modern man is necessary to a store’s success. While many shops limit their outreach to POP and window displays, the route Standard Optical takes to attract the contemporary male consumer is precise, swift and effective. “[I] tailor my offers to them in a manner that they typically like to be communicated with—e-mail and text messaging. Digital, HTML and e-mail advertising is an inexpensive way to talk to this valuable consumer in the manner that they appreciate.”

 

Standard Optical uses strategic POP displays throughout its locations in Utah. 


By making keen observations and using them to his advantage, Schubach has recognized an important facet to reaching certain consumer groups: a niche market must have an environment to thrive in. “We are very mindful of the men’s market. This consumer has an unprecedented style sense and often is willing to spend more money than a female consumer on quality and fashionable products. Style, trends and above all functionality are much more important to a male consumer than budget.”

Schubach believes that the transformation of the men’s eyewear market in recent years necessitates that retailers make a shift as well. “In the past, retailers focused more on function and durability than fashion. Ignoring the fashion component in the men’s eyewear market is a grave mistake, and while the attention to detail, function and durability is still a factor, men desire fashionable eyewear.”

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