INSIGHTS Living and Breathing ‘Local’ By Marge Axelrad Monday, August 15, 2016 12:00 AM I happened to read a blog post a few months ago that talked about how the rise of online retail was “breathing new life” into physical, brick-and-mortar stores. That’s so, so true, and we see it as retailers of all types, optical included, look to tap new technologies, employing smartphones and tablets, or product information platforms and e-commerce ideas into their traditional business. Another aspect of something “breathing new life” into independents of all types, optical and vision care professionals very much included, is the rediscovery of “shopping local,” a trend which underscores how many more consumers, Millennial, Gen X and Boomer, are intrigued by and committed to supporting their regional and local merchants. They see this as bolstering their towns and communities, redefining “shopping,” and uncovering new and unique product choices and personal connections in the process. That’s why, this year, VM has chosen to talk about things like 2016 being the Year of CX (Customer Experience), why we initiated our first Optical on Main Street Cover Story in February and why we are bringing you another major feature on the topic this month, “Living La Vida Local.” Even as all consumers revel in their ability to search, compare and explore options online, and even as “Amazonian” forces stretch the boundaries of what’s possible from the online realm to help time-pressed customers with alternatives, there’s still an interest in shopping in-person at physical stores IF those stores can speak to consumers’ interests and priorities. Personal service and selection have long been hallmarks of independent ECPs, who often feel besieged by “big” trends and “big” competitors. Today’s approach to success among independent entrepreneurs, though, embraces modern tools along with the passion and energy that comes across to receptive consumers. As was the case in February and again this month, VM has talked to independents about what they do to stoke the trend in “local.” Did we miss your story? We’re most interested to hear and share it, so I’ll repeat what was said then: If the theme of “Optical on Main Street” strikes a chord with you, please let us know. Contact our Cover Story writer, VM’s associate editor, Jamie Wilson at jwilson@jobson.com or contact me directly at maxelrad@jobson.com. maxelrad@jobson.com