first person

five Questions for…

Michael Ness, recently named president of Hoya Lens of America, has 20 years of executive experience. He has previously served as vice president, marketing, Varilux; vice president, strategic marketing, Essilor Lenses; and vice president, marketing and sales, Vision-Ease Lens.

EB How can ECPs speed their economic recoveries?

MN With every patient a valuable customer, I'd focus on customer service to ensure a positive experience, from booking the appointment, through the exam and the dispensary.

I recommend Fred Reichheld's book "The Ultimate Question" and mailing or emailing a form of his ultimate question to every patient immediately after their visit. Customer loyalty is the real key to success in this economy.

EB How can ECPs best coordinate lens management?

MN Ensure that someone is responsible for your product strategy and product choices. The most successful dispensaries have the prescriber and dispenser operating in concert. If you're a prescriber who doesn't want to be involved in product decisions, have a good optical dispensary manager who maintains product strategy, keeps abreast of new products, periodically reviews strategy with you, and recommends changes.

EB What can small optical retailers learn from large ones?

MN Large optical retailers demystify lens purchasing by organizing their products into packages that appeal to the tastes and economic situations of the local community. They use these packages and strategies to compete for their share of the consumer's disposable income. They know that a consumer who doesn't want to spend $20 to upgrade their eyewear is likely to go home and spend that $20 elsewhere.

Independent ECPs who use a conscious product strategy can use these tools to better compete for their share of customers' disposable income.

EB Are optical retailers similar to other types of retailers?

MN Actually, there's a lot of movement of management from other retail into optical retail. Many large retailers are also mass merchants of other goods or are in large department stores, so there's a lot of cross-fertilization. I read publications covering retailing and I think optical retailers have a place at the table among the best overall.

EB What regional differences do you see in optical markets?

MN Once, you could categorize the market as being boutiques and un-cuts on the coasts and traditional styles with complete jobs in the heartland.

Today, I think the market's much more spread out, with all formats just about everywhere: boutiques, discounters, traditionalists. The key: Know your customer segment and define and work your business model accordingly. EB