One of the most astute observers of changing consumer and retail trends, Robin Lewis, speaks on many aspects of these topics and writes about them through The Robin Report (www.therobinreport.com).

More recently, he was addressing a notable development which captured our attention months back, because it crystallized what we’d been hearing from the optical and vision care market for a long time: There’s a movement underway, he pointed out in a recent post, a reimagining and a redefinition of what it means to be “Main Street,” and, specifically, what it means to be a Main Street independent retailer in America.

So we decided to inaugurate a special series, Optical on Main Street, in VM this year—not because the notion of the importance of independents is “new” to the vision care space; after all, that’s where the eyecare experience originated.

But what is new, as Lewis so succinctly put it recently, is an attitude of a people toward shopping “small.” Yep. With the advance of Amazon(s) online, the formidable presence of national chains, and a push toward convenience for time-starved customers and patients, there’s a renewed priority about the shopping local, and in-person, and at real stores.

Lewis said, “A new generation of consumers, enabled with technology and unlimited, instantaneous access to whatever their hearts desire, are prioritizing personalized shopping experiences.”

Last month, VM reminded you that 2016 is the Year of CX (Customer Experience). This month, we want you to read the stories and points of view of just a few of those independent ECPs who are passionate and successfully connecting with patients in their towns and communities, often using modern tools to reinforce age-old, traditional values of individualized products and personal service.

We know there are thousands of you out there. If Optical on Main Street strikes a chord with you, let us know. You can contact our Cover Story writer, VM’s Jamie Wilson, at jwilson@jobson.com or contact me directly at maxelrad@jobson.com.

There are lots of tips, tactics and stories to tell about how Main Street independents are striving and thriving out there. We welcome your feedback on the subject.

maxelrad@jobson.com