first person

five Questions for…

Scott Sennett, newly appointed president and CEO of Tura Inc., spoke with EB about his new role and his plans for the future.

EB How will Tura develop its relationships with ECPs under your leadership?

SS We will continue to emphasize the sales and service practices that have been the cornerstone of Tura's success with ECPs since our founding in 1939.

We are working hard to remain at the leading edge of technology solutions that enhance the customer experience and that also raise the level of our sales team's engagement with our brands. At Tura, we are huge believers that the training, education, and brand lifestyle expertise of our sales associates set us apart in the industry.

In addition, I fully intend to support and cultivate the ongoing development of the innovative fashion product that is a long-standing hallmark of Tura.

EB What is in the works for Tura in the coming year?

SS First, enhancements to our web-based training, education, and order processing tools. In addition, expansion of our sales team and territory coverage. And finally, some exciting marketing initiatives supporting our corporate brands—Tura, Brendel, and Humphreys. We see a huge amount of untapped potential.

EB What can optical retailers do to improve business?

SS They can work with us to build lifestyle collections as businesses, rather than simply selling new models. Today's consumer is engaged with lifestyle brands like never before.

Unlike most retail channels, the optical retail community is in a really unique position to marry compelling lifestyle stories with the individual service it is so well known for. Few retailers can directly influence these choices the way ECPs can.

EB What is the optical industry's biggest challenge?

SS Rising costs all over the world are a huge challenge. The U.S. market has enjoyed decades of deflation, primarily because of the development of high-quality, high-capacity manufacturers in Asia— China in particular.

China has rapidly evolved from a supplier source economy to a consumer economy, and inflationary pressures have grown accordingly. This dynamic has changed the manufacturing game permanently. Optical manufacturers developing creative new solutions over the next few years will benefit. Those that don't will find it hard to compete.

EB How can independents compete most successfully in today's market?

SS Continue to provide the consumer with a place to be an individual. EB