TALKING POINTS

John Weber… ON A NEW STRATEGY

Lens manufacturer VISION EASE recently launched a new brand strategy to better focus on the needs of modern optical customers and the businesses that serve them. John Weber, CEO of VISION EASE (visionease.com), talks about the new brand and meeting consumer demands.

WHY DID YOU FEEL A NEW BRAND WAS NEEDED?

There has been a lot of change at VISION EASE, including the introduction of our new brand strategy at Vision Expo West. Our recent acquisition by Wind Point Partners, input from our existing customers, and the dynamics of a changing consumer market led to a thoughtful analysis of the meaning of our brand. We reviewed the entire customer experience and the customer’s perception of VISION EASE.

We are and always have been a purpose-driven company. And we have redefined our purpose to be much broader and encompassing. VISION EASE exists to empower individuals, businesses, and society to be their best.

HOW WOULD YOU DESCRIBE YOUR DIFFERENTIATION IN THE INDUSTRY—WHAT DOES THE NEW VISION EASE BRAND REPRESENT?

Consumers expect their vision to improve when they buy ophthalmic lenses, so “seeing better” is the beginning of the conversation. But there’s more than just seeing better that’s important to them, such as how they look, the health of their eyes, and how they want their eyewear to perform in their active lifestyle. Even how they are serviced during their shopping experience is important.

No longer do customers come to their eyecare professional asking what they need; instead, they tell them want they want. Why? Because they now have access to the information they need to make an intelligent buying decision for themselves. They are more informed than ever before.

They are still looking for help. But now they want you to engage with them, talk with them, and understand them, so you can make an informed product recommendation.

We are going to help our retail partners engage more in the conversation they have with their customers to improve the relationship between them.

YOU PARTNERED WITH SURF AND SUN APPAREL COMPANY O’NEILL FOR A FRAME-AND-LENS PACKAGE FEATURING YOUR COPPERTONE LENSES. IS THIS A NEW STRATEGY FOR COPPERTONE?

When we evaluated the retail request, we found an opportunity to help our partners grow and differentiate. We saw a need for a sunwear package that delivered on both plano protection and fashionable Rx. The advanced blue-light protection from Coppertone and a proprietary wrap design combined with O’Neill, a leading lifestyle brand, filled a market void. It was a natural extension.

WHAT’S ONE OF THE BIGGEST CHALLENGES FACING ECPs WHEN IT COMES TO LENS SALES?

The retail environment remains highly competitive, and expansion and consolidation are expected to continue. Because the number of consumers needing corrective eyewear exceeds the population that actually purchases eyewear, we need to find compelling reasons for them to purchase.

Price sensitivity will continue to be an important determinant in making a purchase, which means the industry must continue to find meaningful products that motivate consumers to buy.

Oftentimes, the industry is focused on incremental changes rather than understanding exactly what the consumer needs and then creating product solutions that can truly change their lives.

WHAT’S IN THE FUTURE FOR VISION EASE?

The best is yet to come. Since our founding more than 85 years ago, we have delivered on a history of products that changed the types of ophthalmic products that customers buy—the first polycarbonate lens and the first poly progressive lens, in addition to photochromic lenses and UV- and blue-light-blocking sun lenses.

VISION EASE will continue its history of product innovation to solve the needs of its customers and help them improve their business results.