PUBLISHER'S LETTER
Tomorrow's Brewing

Why would people pay $5 for a cup of coffee? Yes, it tastes good. But there's way more to the equation. Taking my decaf skim latte each morning from the local Starbucks is a retail lesson that translates well to optical dispensaries.

The setting is welcoming, the decor is fresh and up-to-date without being intimidating. If I weren't in such a rush, I would stay there for hours. But I am in a rush, and the baristas there understand that. While the staff is friendly, they keep the pace moving. And the minimal downtime is used for very subtle upselling. Otherwise, I wouldn't have the $20 stainless steel travel mug from which I enjoy daily refills. After the sales are made and the change is dispensed, the register person transfers me to the prep expert. It's seamless. I don't have to remember who was helping me, I don't have to worry about the details of my order. It's a guarantee that the staff is taking care of business.

When consumers are getting high quality daily service for a cup of coffee, just imagine their service expectations for a purchase at least 10 times that size, such as eyewear. After dealing with a barista who can talk about the history of Sumatran coffee beans, how are patients going to feel if an eyecare professional can't detail why they should opt for PAL photochromics with backside AR? The key to the future will be knowing what to say, and how to say it, to the increasingly demanding consumer.

For the past 20 years, Eyecare Business has explained how to succeed. And our strategy to serve and educate readers came from the top of our company. Before his passing last month, Bob Boucher was a mentor, coach, and friend to me. Over the course of the 15 years I knew him, Bob was a gracious human being whose words and actions helped many people. He shared his gifts with his employees, friends, and associates, and we are all richer for the experience.