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NEW YORK—The optical landscape has been a tumultuous one especially for independent optical retailers and ECPs. Despite the challenges facing independents, like competition from online retailers, big box and chain businesses as well as managed care issues, business conducted by independent ECPs still accounts for nearly two-thirds of the industry, representing 61.0 percent of all U.S. optical revenues, according to GeoMetrics by Jobson Optical Research.

Over the past few years, the rise of ECP alliances and business and practice management groups have helped many independents find ways to learn and compete in the new market atmosphere.

In addition, many independent opticians, optometric practices and boutiques are recommitting to building relationships with customers and patients in their markets, and bolster visibility and relationships within their local communities.

Some of them are, in fact, part of a burgeoning “movement” that is embracing and redefining small and local business. That’s because a growing number of consumers across the country are exhibiting a renewed interest in “shopping local,” and building their own ties to the merchants, services and organizations that are in their own backyard.

In this first installment of a 2016 series, Optical on Main Street, Vision Monday is exploring what it takes to succeed on Main Street today. We’re talking to business experts and fiercely independent ECPs to explore the nitty gritty of what is bringing consumers back to Main Street, whether it’s a connection to the history of their towns and neighborhoods, to unparalleled customer service and unique products.

We spoke to sources as diverse as American Express, the National Federation for Independent Business and retail experts like Unity Marketing. We’ve also talked about “local” with a diverse range of optical retailers and ECPs. We found that from Millennials to Boomers, consumers want value in their purchases as well as a personalized touch from business owners in both the fashion and medical realms of optical.

This shift in consumer attitudes can be highlighted by growing events such as American Express’ Small Business Saturday, an event which was launched on Nov. 27, 2010 to encourage people across the country to support small, local businesses. Now in its sixth year, the event has continued to gain momentum among consumers.

Amex Small Business Saturday spokesperson, Nicole Leinbach-Reyhles, believes the value that consumers are getting from purchasing goods from independent establishments and a shift in their attitudes to embrace their regional communities plays a big role in influencing where individuals shop.

“In 2015, we also learned that 80 percent of customers are willing to pay slightly more for an item if it is purchased from a small, independently-owned retailer as opposed to online or at a large retailer. This is a true testament to the value that customers see in supporting their local businesses.”

According to the Consumer Insight Survey released jointly by Amex and the National Federation of Independent Businesses (NFIB) on Nov. 30, 2015, two days after the Small Business Saturday event, revealed that more shoppers reported visiting their local businesses on Small Business Saturday than ever before.

The survey showed that more than 95 million consumers shopped at small businesses on Small Business Saturday, an 8 percent increase from 2014. Total spending among U.S. consumers who were aware of Small Business Saturday reached $16.2 billion at independent retailers, up 14 percent. Among those who took part that day, 31 percent attended a community event and 81 percent encouraged family and friends to support local small business.

Holly Wade, director of the Nation Federation of Independent Business (NFIB) research foundation added, “Every year it grows, and more people are participating and advertising with Small Business Saturday. It’s turned into a great day for retail and restaurant services and their ability to get the word out about who they are, where they are and how they affect their communities.”

Daniel Brunson, store manager at Hicks Brunson Eyewear in Tulsa, Okla. participated in this year’s Small Business Saturday and felt an increase in consumers wanting to shop “locally.”

“This year, a fellow boutique owner and I coordinated a Small Business Saturday event among several other stores in our shopping center at Utica Square,” he said. “I reached out to the local media and received massive coverage. Our little event was featured in the newspaper, local magazine and even a spot on local news. The local TV journalist reported that even though Small Business Saturday was wet and rainy, shoppers were out in droves supporting the ‘shop local’ movement.”

Despite the pressures that come with running an independent business, there is a growing group of consumers who are rediscovering local optical retailers and ECPs. They are passionate about being socially conscious and want to be active members in their communities, and the businesses who are passionate about being independent are tapping into that market.

Pamela N. Danziger of Unity Marketing who explored the market for small business in her study, “Small is the Big Story in Retail for 2016” found that demographic shifts will favor small specialty retailers in the coming decade.

“The maturing of the huge Baby Boom generation…presents a customer who is looking for a more personal retailing experience,” she said. “They have advanced to a life stage that has liberated them from childrearing and all related expenses. But their kids want the same thing. Millennials want the only-about-me shopping experience for another reason. Because they can.”

Danziger said that “Main Street specialty retail offers new things to see, new things to do and new things to experience and explore.” In a word, Main Streets are exciting.

Maggie Sayers, master optician at Eye Clinic of Vero and Optical Boutique, in Vero Beach, Fla. acknowledges that the business climate has changed and she has seen a shift in consumer attitudes. “It takes a creative, smart business leader to be successful in an environment where big box stores, chain optical and internet eyewear compete for the consumer’s attention.

“Today’s consumers are educated. They research online and have very specific questions and concerns. They look for the local optician to be their go-to person for all things optical. They want to build a relationship within their community. They like to shop where someone knows their name,” she said.

Robbie Johnson Weinberg of Eclectic Eye, with two locations in Tennessee, observed that many shoppers are willing to pay extra for a higher quality item, another sign of Main Street’s resurgence.

“Over the last 15 years, I definitely see a revitalization by the consumer that any dollar they spend, whether small or large, has an impact,” she said. “Every day people come to us who have insurance benefits but they choose us instead of the place their insurance tells them to go.”

Independents have been tapping into the needs of the consumer by utilizing the customer experience along with community, which Danziger points to as a step to success in her report.

“The secret of success is the ability for them to really know their customers and deliver the valuable, unique shopping experiences these demanding, savvy, eager-to-be-pleased consumers crave,” she said. “It’s not just about the stuff. It’s the personal experience that is the gift that keeps giving.”

Ron Swengel, owner of College Place Optical in Edmonds, Wash. said one of the issues he’s facing as an independent business owner is access to clients.

“Some vision plans don’t recognize opticians as eyewear providers even in licensed states, therefore, independently owned optical businesses are being left out of preferred provider networks,” he said. However by “providing outstanding service and educating the client on proper fitting eyewear and by using the best technology to fit their needs” Swengel is tackling some of those issues.

Charlie Blankenship, owner of The Spectacle Shoppe, Inc., with four locations in Minnesota, knows that there’s been a disconnect with customers.

“Today’s generation has grown up with the internet, frequently buying things online,” he said. “The connection seems to be lost. It’s different than it has been. You have to approach the interactions with this group much differently.”

For him that has meant focusing on the details of the customer experience when they visit his location. He said, “We have always been focused on providing amazing customer service and support patients with any concerns or issues. We try to add our own special touch, with fine detail to make it an experience for the patients. We pride ourselves in doing the little things: providing coffee and hot chocolate, giving out complimentary roses, warm cookies and fine chocolates. The little things go a long way.”

Johnna Dukes from Optique Iowa in Spirit Lake, Iowa added, “The patient feels we truly care about their experience when they come into my business, and I believe that feeling is what keeps them coming back.”

For Bryan Finley, owner of Island Opticians in Palm Beach, Fla. it has been the customer service that keeps people coming back to their location even when other independent businesses around them are closing up.

“Initially, we try to appeal to them by differentiation. Our main appeal though lies in our friendliness, customer service and willingness to help no matter what—offering friendly, unpretentious service, even home delivery when necessary.”

Along with excellent customer service, being a face in the community is also an asset for the independent. Tracy Mast, an optician at Smoke Vision Care, a small private practice with three locations in Southwest Michigan, understands the importance of getting to know your community.

“We have a strong sense of community, and we are all actively participating in it,” she said. “We encourage our staff to have passions outside of work. I have found that whether it be our fellow community members seeing us volunteering or eating at a local restaurant or even out together wine tasting, they get a firsthand interaction with us that reminds them we live here too. By encouraging all members of our business to do this makes the community feel comfortable with us and it always leads to ‘eyeball chatter’ which in turn leads to booked appointments or walk-in optical sales.”

It may be woven into the fabric of the American narrative, but consumers love a product or establishment with a story and a meaning. Especially if that story aligns with the American school of thought that hard work and perseverance generates success.

Tim and Peter Slapnicher, co-founders of Daily Optician, (a website featuring contributions from opticians), are utilizing digital to navigate the obstacles that small businesses face through uniting communities in a hyper local space. They have created an app, HastingsNow, which is currently only being utilized in the Hastings, Minn. community, to bring small businesses together in the area.

“This app is meant to put Hastings in the palm of your hand,” Peter said. “It’s designed for both rural and urban populations in Hastings to unify small businesses in small towns, allowing them to build connections with one another. Last year, the idea of starting an app was an abstract idea to many who own small businesses. Now, it’s used to compete with big box retailers.”

Peter said, in the past there wasn’t enough of an excuse for people to support local, but they want to now. “All of a sudden, it’s about supporting the families and communities that you live in,” he said.

“Independents make the decision to be successful,” Peter said. “They find ways to persevere. It’s the grit and the grind. The vision is different for everyone, but they don’t have the button that says ‘give up.’”

As the mentality of the shopper changes to find more value and uniqueness in a purchase, the independent stands out among larger retailers—being able to fullfill that need.

Dave Schultz, OD, owner of Urban Optics in San Luis Obispo, Calif. understands the power of having a unique product and supporting independents. “When we started 26 years ago, we had a business plan to go all independent. We started out with Alain Mikli, l.a. Eyeworks and Oliver Peoples,” he said. “Although we’ve now incorporated a couple of larger brands, we’re still 90 percent independent.”

So, put on a pair of comfortable walking shoes because we’re about to take you on a stroll down Optical on Main Street to find out what keeps consumers coming back.