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March 12, 2014

In This Edition

Norman Childs

dba q&a

In Your Employ
Hiring Students

Chains vs. Independents

Local Eye Site


Exclusive Eyewear Expansion: Norman Childs' Selective Niche Fuels Regional Growth

By John Sailer

PITTSBURGH—After 37 years in optical retailing, all but two of them running his own company, Norman Childs has doubled his eyewear and eyecare business over the last three years. Most recently, he opened two new optical shops—an Eyetique in Cleveland and a 3 Guys Optical in the Pittsburgh area—both on the same day, March 1, 2014.

From the beginning, he's focused on the niche of exclusivity, offering select frame lines that weren't also available from every other competing optical shop.


dba q&a

Expansive Attitudes: Regional Retailers Exhibit a Trend Toward Adding Locations

The economy's continued sluggishness has not kept these savvy regional retailers from strategically adding locations they've purchased outright or built anew from the ground up. This month, the following multiple-location optical operations describe their recent and planned expansions along with the factors influencing their reasons for growing in the current marketplace:

David Sheffer, executive vice president of corporate development, MyEyeDr; Robert Evangelista, president, Co-Op Optical; Edward Beiner, chief visionary officer, Edward Beiner Group; Daniel Stanton, CEO, Stanton Optical; David Brown, ABOC, NCLE, optical director, Houston Eye Associates; Alan Ulsifer, OD, CEO and president, FYidoctors; David H. Hettler, OD, Drs. May & Hettler.


In Your Employ

Free Up Your Sales Staff to Generate Revenue by Hiring Students at Minimum Wage

Your team is your biggest asset. We recently heard a story (one we've heard numerous times before) about a patient who will no longer go to a doctor they love because the front desk staff was rude and unaccommodating. We've also heard numerous stories about patients who were very impressed with the level of service they received. Although the outcomes were different, in all of these situations the staff member was in "revenue-generating" mode.




Chains vs. Independents: Research Survey Compares Consumer Perceptions Toward Both

With specific data comparing the patient experience at independent optometric locations versus chains, Jobson Optical Research's "2013 Adult Consumer Eye Exam Experience" includes extensive information related to consumer perceptions and attitudes toward the overall eye exam experience.


John Sailer, Senior Editor

Send us news about your mid-size regional optical chain or optometric group, provide us with subjects and/or questions for a future dba q&a or let us know what topics you'd like to see covered. Contact dba's Editor John Sailer at

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