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NEW YORK—They’re innovative, creative, savvy and willing to take risks, and they make up nearly two-thirds of the industry. They are the independent opticians, ODs and retailers who are carving out their space within optical despite the industry’s tumultuous landscape.

They face many challenges such as competition from online retailers, big box and chain businesses as well as the issues that present themselves when navigating managed care. Yet, independent optical businesses (three locations or less) remain a vital presence in the market representing 61 percent of all U.S. optical revenues, comprising $18.2 billion, according to GeoMetrics by Jobson Optical Research.

Earlier this year Vision Monday presented Optical on Main Street in which we identified a trend showing a consumer shift in “shopping small.” In this first segment, we not only introduced this trend, we gave an overall view of what’s bringing consumers back to Main Street, and touched upon the qualities that it takes for the independent optical to succeed on Main Street today.

We spoke to sources such as American Express, the National Federation for Independent Business as well as Peter Slapnicher, co-founder of Daily Optician, a website featuring contributions and insight from opticians and retail experts like Unity Marketing. We also talked about “local” with a range of optical retailers and ECPs and found that consumers are seeking not only value in their purchases, but a personalized touch from business owners in both the fashion and medical realms of optical.

Tackling this topic again, we’re going to take you inside the independent to detail their strategies, tips and advice about “Living La Vida Local.” We’ve highlighted this business trend and spoke with a diverse group of optical retailers and ECPs who are capitalizing on “shop small” as it helps them renew their passions and keep them swimming in the changing tides of the industry.

In talking about what it takes to thrive as a “local” business, we found that while one of the disadvantages for small business is not having the “big box budget,” these business owners are finding workarounds—by connecting with their communities, providing unparalleled customer service, taking risks and showcasing unique products to set themselves apart from the pack. And consumers are taking notice of the unique quality presented only in the indie experience.

In addition to the rise of ECP alliances and practice management groups to help many independents find ways to adapt and compete in the market, there are a variety of community-centric organizations being utilized to also allow the independent to compete in this new market atmosphere.

From events urging consumers to shop locally that continue to grow, such as American Express’ Small Business Saturday (www.americanexpress.com/us/small-business/shop-small/) , to the formation of Independent Retailer Month (www.indieretailermonth.com/) and organizations such as Local First (www.localfirst.com/) , there are a wide variety of tools that work in favor of and are sure to strengthen the independent’s foothold in optical.


It Takes A Village

It would seem that the lure of the independent lies within the community itself. When rising above the chatter of online retailer players as well as the retail “Goliaths,” the “shop local” movement that small businesses gravitate toward is being given new momentum through community support.

According to American Express Small Business Saturday spokesperson, Nicole Leinbach-Reyhles, “Shopping small is a force that has been steadily growing in recent years. While customers enjoy the discounts they get at big box retailers, many are appreciating the value that shopping local brings to the community,” she said. “Since we started pre- and post-Small Business Saturday polling in 2012, we have seen a steady growth in customers who are planning to go to one or more small businesses as part of their holiday shopping (68 percent in 2012, 77 percent in 2015).”

Tom Shay, co-founder of July’s Independent Retailer Month, (see sidebar on page 56) which was officially founded in 2011 from a “desire to salute independent retailers around the globe,” understands the importance of a collective community voice when it comes to supporting the independent. It ultimately boils down to the connection and joint realization between both retailers and the consumers of the benefits that “shop small” possess.

“Independent Retailer Month only grows by our individual and collective efforts,” Shay said. “We don’t want people to consider an independent from a perspective of it being their responsibility of keeping the independent in business. Instead it is because of the advantages the independent retailer has for the community.”

He continued, “We know it is important for people in a community to know how they can affect their community in a positive manner. Just shopping with an independent, as compared to a chain, box store or mass merchant, puts more people to work and more tax dollars to work when you compare the sizes of the stores.”

For Elle Tatum, owner of Elle’s Island Spectacle located in Bainbridge Island, Wash., her community offers many networking opportunities where she can utilize connections to help further her business.

“I believe there is an American tendency to want to support their community and its small businesses,” Tatum said. “I think that with the chaos of the nation and world-at-large, people are finding comfort and meaning in developing the richness of their own small communities, it is something we feel we can have an impact on and also reap the rewards of strong community ties.”

She continued, “Lucky for me, this Island community offers many networking opportunities, including Bainbridge Business Women and our local Chamber of Commerce,” Tatum said. “I try to utilize these connections with cross-marketing, social media and I attend as many networking gatherings as possible. Also word of mouth is big for Island Spectacle. The eyewear we offer is so distinctive that every client wearing one of our frames is a walking advertisement, and they report that ‘the conversation’ always comes up.”

Susan Halstead, owner and optician at Family Vision Care Center in Saratoga Springs, New York also gets involved within her community to better strengthen her small business.

“I have long subscribed to the theory that people like to go to who they know,” she said. “I have served as chamber chair, treasurer of our local nursing homes and assisted living community along with the Hospital Fundraising arm of The Flower and Fruit Association.

“I volunteer at our local library and speak to many parent groups about the importance of annual eye examinations. I am chair of the Health and Wellness Council for our county. I write articles twice a month for our local weekly newspaper. We participate in InfantSee, and our office is very family friendly,” Halstead said.


Quality Over Quantity

A quality product is one of the ways in which these small businesses are appealing to the resurgence of the “shop local” movement, and optical is no different.

Barry Santini, co-owner and optician at Long Island Opticians in Seaford, N.Y. understands that independents can feel that the “current, mass market branded and licensed products will increasingly be distributed direct and online.” Therefore he believes that the advantage independents can take control of lies in quality.

“The silver lining for ‘indies’ will be moving toward featuring more specialty and artisanal products with deeper, product-centric stories and superior quality,” Santini said.

Andrew Bruce of Watters Vision Care, Inc. in Battle Ground, Wash. also understands the shift in importance of quality over quantity when it comes to the consumer. “I believe that there will always be those patients who choose to go to the low-priced mass merchant. However, there is a large percentage of the population that appreciates and recognizes the difference they receive from a private practice, in terms of product quality and patient care. This demographic, even if they have tried a mass merchant once, are returning to the independent private practice.

Halstead can attest to this when it comes to her office. “We like to carry unique frame lines that are not available in the big box or retail chain stores,” she said. “We are also huge advocates of ortho-k for myopia control, especially for our young myopes.”


Specs Appeal Is a Big Deal

When it comes to the independent, appearance and ability to be visually appealing and intriguing makes a difference to the returning and potential consumer. The willingness to sometimes reinvent or take risks is an integral part of navigating the constantly changing landscape.

Bill Gerber, co-founder of Optical Marketing Group (OMG) is in the business of doing just that, providing practice redesigns, makeovers, personalized signage, window and wall graphics as well as eyewear displays and shelving to help boost customers appeal.

“The cookie cutter, frameboard-centric approach to practice design is quickly becoming a relic,” Gerber said. “I am hopeful that we are turning a corner in elevating the optical retail experience to its rightful place.”

He continued, “I believe the main reason ECPs and opticians are engaging our design services is because they are seeking to differentiate themselves by providing a highly personalized and engaging customer experience. The only way to do that is through amazing service combined with a personalized, modern space.”

Jeffrey Luther, OD, at 20 Twenty Optical and Eye Care in Loveland, Colo. enlisted the help of Gerber for his office location remodel. Luther’s practice is located in a business condo building which holds multiple businesses, most of which are medical, and was seeking a modern and clean look to appeal to his patient base.

“I was looking to have an optical that was reminiscent of shopping in an Apple store. It also feels like an art studio with the large high quality acrylic photos on the walls. Patients always make positive comments to us about the remodel.”