• STRESS SERVICE. You couldn't open a newspaper over the holidays without noticing retail's obsession with sale prices. However, according to the National Retail Federation, only 37 percent of consumers say price is their biggest motivator.

In fact, the "How America Shops" 2006 survey found consumers look, in order, for: customer service, respectful treatment, and a well-trained staff. What does that mean for you? Put service ahead of price.

• ANALYZE THE COMPETITION. How long has it been since you sized up the competition? If it's been more than two years, your area's mix has probably changed. And if you think optical has seen a lot of consolidation, consider this: since May Co. and Federated merged, 20 well-known retail names have simply evaporated.

• FOCUS ON WOMEN. Women make 80 percent of the purchasing decisions, do more research before buying, and aren't as influenced by advertising as men, reports Boston Consulting's Michael Silverstein.

• TARGET BOOMERS. Most markets are new to catering to folks over 50. Thanks to presbyopia, optical has done it forever. So why aren't we better at it, especially when you consider that unlikely companies like Vespa Motor Scooters got it almost immediately? When they re-entered the U.S. after a 15-year absence, they quickly moved marketing off twentysomethings to boomers. The result? One out of four Vespa scooters is owned by someone over 50.

Whether it's building business with boomers or better service, the Chicago Tribune concludes it's all about "ways to get around competing on price—a
slippery slope that ultimately hurts profits."

P.S. Don't miss this month's Essilor-sponsored CE for opticians on p. 41.