EDITOR’S LETTER

A New Normal

Our world has changed again, forever. The realities of November 2015 are chilling—Paris, Beirut, Egypt, Mali.

And, as I traveled from Washington, D.C. to New York City and Philadelphia late last month, the changes were palpable, even here in the U.S. Marines guarding New York’s Penn Station. Travelers on edge. People choosing to stay home versus going out to shop or eat.

I also found myself with a heightened sense of awareness in the places I went, from D.C.’s Union Station to Penn Station and restaurants to shopping centers.

How are you—and your business—handling this time of uncertainty?

According to a study by Vanderbilt University researchers published in September 2015 in the Journal of Consumer Psychology, after a terrorist attack, those affected by the assault (even just emotionally) crave control.

The study analyzed the effects of terrorist attacks on consumer behavior. In the end, one of the aims of such attacks is to disrupt economic and commercial activity.

And, the Vanderbilt researchers found that consumers will change their habits in the wake of a terrorist attack—and at times drastically.

I just read an insightful blog post on The Robin Report, a retailing-focused website, regarding the ways in which retailers can positively affect consumer shopping behavior right here—right now:

“There will come a time soon when we begin to pick up the vestiges of our lives and come to grips with its transformation into our new normal. For retailers, brands, designers of retail environments, and sales training professionals, the stakes could not be higher.”

Today’s shoppers are at a precarious intersection, where they are deciding whether to head down to Main Street or the shopping mall to buy those sunglasses—or get them delivered straight to the safety and comfort of their own homes from Amazon Prime or Warby Parker.

What can your business offer them to win their confidence? Beyond metal detectors and security guards, there’s stellar service, medical expertise, and well-trained, caring staff. Real people in a comfortable, real, non-virtual setting.

Beyond security cameras, there’s also the well-curated, enticing product selection. In this issue of Eyecare Business, we reveal some of the most appealing, high-tech frames, contact lenses, and lens processing equipment that will assist you in appealing to today’s trepidatious customer and patient.

We hope you enjoy the issue—and we look forward to helping you find the right path for your business in today’s new normal.

Kindest Regards,

Erinn Morgan
Editor-in-Chief + Editorial Director,
Eyecare Business