Our VM LIVE event this year at Vision Expo West attracted a crowd, with attendees from optical businesses very large and very small. “Minding the Store” examined how new digital tech is reimagining the experience of shopper’s everywhere.

King, co-founder of High Street, a Retail Experience Collective, encouraged optical retailers and ECPs, by showcasing many examples from a wide range of retailers across the U.S. highlighting what’s capturing the consumer’s imagination and attention and urging them to focus on what he termed “Four Ways Forward.”

He emphasized attendees to “Focus on ‘Place.’ Celebrate it. Your store or office is a ‘stage’ for your customers and patients. Think about how it looks and what technology does it offer?”

He asked people to Honor Data, “to respect what your data tells you and understand what it tells you about the future.” King stressed the importance of Telling Stories, about your brand or your products or services, “because they are the reason people buy.” Finally, he counseled attendees to “Embrace innovation.”

In addition to King, VM LIVE attendees heard very specific ways that Dr. David Moore, an independent OD, from Stephenville, Texas has investigated and researched new tools and tech ideas that he’s bringing into his second, new practice.

They also heard how Eyemart Express’ CEO Doug Barnes, Jr. has been investing in new systems to manage patient interactions, inventory and other info to create a new, modern image for the company’s 175 locations, including a new e-commerce tool specifically for the company’s existing customers and patients, which can make suggestions for them for subsequent purchases—based on knowledge of their own preferences and past purchasing patterns.

As our attendees learned at VM LIVE, today’s customers, whether online or inside brick-and-mortar stores, are motivated to shop a brand that understands their digital lifestyle. They want to share what they discover with friends and keep the conversation going, so social media platforms for your business have taken on real importance. Creative retailers know that technology is an essential element in connecting with these consumers.

Read our coverage in this VM issue starting on Page 32 and also visit VisionMonday.com to learn more about our speakers and see their presentations. We hope you’ll take inspiration from their experience and consider ways to apply them to your business.

maxelrad@jobson.com