FIRST PERSON

5 Questions for…

Holly Rush, president, Luxottica Wholesale North America

holly Rush, president of Luxottica Wholesale North America, has seen the company through a transitional period and has made an action plan for the company’s future interaction with ECPs and consumers. Here she speaks with EB.

eb: What are you most enthusiastic about for U.S. business?

hr: I’m excited about the conversations that are bubbling up around the shift from a very traditional medical/patient-focused approach to a 360-degree patient/consumer mindset. Today, the consumer is at the center of every experience from shopping and eating to flying and banking. Our patients are coming from the Apple Store or Sephora, or they’ve just purchased a new backpack for their kids on Amazon on the commute to work. They’re getting a highly engaging, immersive experience, visually and emotionally, EVERYWHERE. If we want to create those same connections with our patients we have to start thinking and operating differently.

eb: What do you think is Luxottica’s biggest challenge in the U.S.?

hr: Our biggest challenge is also an industry challenge. Today, only 1 in 3 adults gets a regular eye exam. That means over 200 million people aren’t receiving the proper care they need and potentially have undiagnosed vision problems.

The good news is we can make a difference as an industry. Our contributions to OneSight have given the gift of sight to millions through vision centers and clinics around the world. We are also a lead underwriter of “SIGHT: The Story of Vision,” a documentary on the history of sight, the technology and science behind it, and the global vision crisis we face. Also, there is our ongoing support for Think About Your Eyes, the non-profit, national advertising/public health campaign that we’ve supported since its inception.

eb: What could ECPs be taking advantage of with Luxottica?

hr: Leveraging on our field resources—sales consultants who are true brand ambassadors and a field management team in every market who can partner with ECPs to create a comprehensive, growth-oriented business plan. Next, tapping fully into our brand portfolio. We offer something for every customer and every consumer. Last is the business support, including education.

eb: How can independent opticals utilize technology?

hr: The impact of ecommerce and technology on our business will accelerate. Today only 4% of eyewear sales is done online, but this is where the consumer is headed—by 2016, online sales could make up 20% of total retail revenue across categories. Already over 15% of premium sunglasses is sold online.

An omni-channel approach, one that serves not just as a transactional sale online based on price but as an extension of the practice, is an imperative. A simple way to bring technology to your optical dispensary is by leveraging manufacturers’ assets— product and brand videos shown on a loop or providing tablets to your opticians so they can browse manufacturer B2B sites for an “endless aisle” effect (broader selection). And then there’s an efficient supply chain—where we see material improvement in the future.

eb: How do you think ECPs can expand their product offerings to succeed?

hr: Research tells us that in the average practice, 45% of revenues come from the dispensary, so everything from having the right assortment to presenting a knowledgeable staff could use more attention than it’s getting now.

The right formula for the ECP comes down to a few key points: know the consumer you want to serve; choose four or five top brands in each segment to offer a good selection for that audience; then buy deep into those brands.

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