editor's letter

What's in Store

by Stephanie K. De Long

OK. I can almost hear you saying it. “I'm not in a store.” “I'm an eyecare professional.”

True. True. However, like it or not, you are competing with all of retail for consumers'—a.k.a. your patients'—dollars. That's why I want to share with you what some retail gurus and recent surveys have to say is ahead for this new year.

■ RETAIL MOMENTUM. Tracy Mullin, president of the National Retail Federation, wrote in a recent NRF Smart Brief: “Many of the efficiencies [businesses] adopted last year will serve them well when the economy bounces back. Many technologies can give a real edge—merchandise analytics, digital signage….” OPTICAL TAKE: Stand back and make sure your merchandising and signage really reflect who you are.

■ MANAGEMENT. Asked about leadership, Mullin recommends, “Hire the best people, create an environment that will nurture, and rely on them for guidance—especially when they are challenging your decisions.” OPTICAL TAKE: Staff meetings and training are more important than ever. Ask frontline employees what they think. And, listen to what they say!

■ REAL ESTATE. According to an International Council of Shopping Centers survey, here's what challenges respondents see for 2010: 51 percent, decreased consumer confidence; 26 percent, landlord-tenant negotiations; 18 percent retailer bankruptcies; and four percent, pop-up or temporary stores. OPTICAL TAKE: Don't be afraid to talk to your landlord; big retailers are re-negotiating leases, and, in this economy, so can you.

■ SOCIAL NETWORKING: Shop.org's executive director Scott Silverman says, “With 350 million people on Facebook and a huge following on Twitter, social networking presents great opportunities to harness the power of communities and allow customers to become [your] best salespeople.” OPTICAL TAKE: Sure, it can be intimidating; but, once you take that first baby step, you'll be hooked, too.

And, hopefully, so will your patients.

All the best.

Stephanie K. De Long
Editor-in-Chief