LAS VEGAS—Technology is redefining the optical retail environment. From before patients make their appointment to after they go home with their new eyewear, the patient experience is being updated with modern equipment and techniques. How optical retailers are “Digitizing the Store” will be the subject of a special two-hour VM LIVE program taking place in the Venetian Hotel here just prior to the start of Vision Expo West.

Speakers will examine how new technologies are modernizing the patient experience and impacting the dynamics of doctor/retailer/patient interactions and relationships. The two-hour event will be held Sept. 17, 4 p.m. to 6 p.m. It will feature presentations by expert speakers from outside the optical community as well as eyecare professionals who are intimately familiar with the implementation of new retailing technologies in the optical environment.

Optical speakers, leaders from various segments of the regional and national retail and eyecare professional sectors, will discuss some of the specialized tools they use and share their views about how technology is modernizing the eyewear retail environment. Optical industry speakers who will present “Digitizing the Store” are Richard Edlow, OD, president, Katzen Eye Group; Eric Anderson, president and general manager, LensCrafters; and Jonathan Rosin, MD, co-owner, Rosin Eyecare.

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Among the many technologies to be presented will be iBeacons for mobile e-commerce and new presentation and display technologies such as using tablets for demonstrations. Retailing through physical and electronic storefronts will be discussed, with the speakers helping attendees answer the question, “Is your brand experience meeting the expectations of today’s omni-channel shopper?”

“New tactics and technology are reshaping the optical retail and patient experience,” said Marge Axelrad, senior vice president and editorial director of Vision Monday. “All retailers and ECPs are asking: does my operation’s brand experience meet the expectations of today’s omni-channel shoppers and discriminating patients? VM LIVE will illustrate some current approaches being used and update executive decision makers about this important change.”

Richard Edlow, OD, president, Katzen Eye Group				Eric Anderson, president and  general manager, LensCrafters.				Jonathan Rosin, MD, co-worker, Rosin Eyecare.