editor's letter
Trends & Takes
Stephanie K. De Long
The March issue of DDI magazine talked retail trends. Here are a few of the key ones.
■ ENGAGEMENT. According to global research firm Mintel International, “Service may extend into advice and demonstrations, while exclusivity and the environment may also be key aspects to engage consumers.”
OPTICAL TAKE: See Green Steps of this issue how Graham McPartland, OD, involves patients in his green program.
■ EXPERIENCE. Lee Petersen, executive vice president of WD Partners, says, “Stores will be smaller, and retailers must simplify to get shoppers' attention. The new formula: Better product focus + better niche offer = better store experience.”
OPTICAL TAKE: In eyecare, smaller locations require smaller equipment. Don't miss “Small Footprints” beginning on It�s a Small World of this issue.
■ M-COMMERCE. The National Retail Federation reports, “We'll see a proliferation of apps as the phone morphs into the pocket-sized device that handles duties the credit card, computer, TV, book, radio, and newspaper used to.”
OPTICAL TAKE: On How I… of this issue, read how optician Valerie Vittu combined it all—sending snail mail about her online appointment scheduler, along with a QR code customers can scan with their smartphones.
■ EMPOWERMENT. “Consumers are no longer simply looking for access to merchandise, but to be empowered on how to make the right decisions,” says Jean-Pierre Lacrois, author of “Belonging Experiences, Designing Engaged Brands.”
OPTICAL TAKE: DDI's Janet Groeber could have been talking about optical when she said, “It's all about the hyper-trained employee who serves as both a wealth of knowledge and brand advocate.”
■ AUTOMATION. DDI sees automated vending kiosks as a huge trend to watch, noting that high-end beauty retailer Sephora recently launched beauty boxes.
OPTICAL TAKE: Coinstar, parent of Redbox, just invested in SoloHealth, whose portfolio includes the self-service EyeSite vision kiosk.
When it comes to tomorrow, Yogi Berra was right when he said: “The future…it ain't what it used to be.”
Steph De Long
Editor-in-Chief
| WHAT THEY SAID… |
|---|
| A look at the May issues of EB over the last 25 years |
| May 1989 |
| CONTROL “Patients like to be told what to do. They expect the doctor to determine what's best. Control your patients.” —Richard Kattouf, consultant |
| May 1999 |
| CAREER RANKINGS Wonder how the outside world would rank your choice of a career? Here's where the O's stand in the ratings. Optometrist……….No. 39 Optician……………No. 76 Source: Associated Press |
| May 2003 |
| FRAME REPS “I have a rule that if a rep cancels four appointments, their frames automatically go out on the closeout board. As the saying goes, ‘There's a lot to be said for just showing up.'” —Tom Renfrow, South Park Opticians, Charlotte, N.C. |
| May 2008 |
| TIERED INCENTIVES “If the monthly goal is reached for the level one amount, the next step is to reach level two, then three. Each level is rewarded with greater amounts on an American Express reloadable card.” —Shirley Efinger, Wilson Eye Center, Valdosta, Ga. |
![]({"src":"/media/0svjj0sv/52011.jpg","focalPoint":null,"crops":[{"alias":"thumbnail","width":1110,"height":700,"coordinates":null}]})