first person

five Questions for…

Andreas "Andy" Huthoefer recently took the reins of National Optronics, an Essilor-owned manufacturer and distributor of lens processing equipment, as its new CEO. We asked him to give us his optical observations and opinions.

1 EB: How can ECPs best meet the challenges in their businesses?

AH: Two business components are more critical now than ever before: customer education and broad product offering for consumer budgets.

There are still consumers who will purchase premium eyewear if they fully understand its benefits.

At the same time, some consumers need to make a budget purchase, so to avoid losing them as customers, an offering targeting this group can help retain them.

2 EB: How can small- to medium-size retail labs maximize quality?

AH: Some smaller labs are running equipment that's no longer state-of-the-art. While these businesses may not realize it, running outdated equipment can negatively impact their bottom line.

Many labs may be reluctant to invest at the current time, but the cost of upgrading to a modern infrastructure is lower over the long run than the cost of not doing so.

The other critical piece is equipment maintenance: The best machine won't help or last if it's not properly maintained.

3 EB: What are the keys to eliminating redos and remakes?

AH: If ECPs have an in-house finishing lab, the points above apply. If not, and additionally, the key to getting the job right the first time is accurate measurements—PD, seg height, etc.

Even a perfect lab will produce a non-adapt if the input from the ECP is inaccurate. So taking some extra time for measurements and considering some of the modern devices that can help to take those measurements pays off in less remakes.

4 EB: What lessons from the German optical industry can the U.S. optical industry learn?

AH: The level of optical education is high among German opticians. Each has to go through a three-year apprenticeship. In the U.S., the level of optical education of ECPs is rising as well, and some states are requiring licensure for opticians. This is a good thing; it will drive up the sale of premium features and increase ECP profitability and satisfaction of consumers with their eyewear.

5 EB: How has U.S. eyewear purchasing changed?

AH: Consumers have become more price conscious and knowledgeable. To meet the expectations of today's consumers, ECPs and labs have to have a well-educated staff, modern equipment, an offering targeted to their clientele, and willingness to go the extra mile for their customer. EB