1.What are some of the biggest
business challenges ECPs are facing
right now?
I think the biggest challenge to ECPs
is the shear number of choices eyewear consumers have both in where
to purchase, and what to purchase.
A Google search of “eyewear in
Toronto” brought about 28,200,000
results (0.77 seconds)! How can they
choose? How can an ECP compete?
"
The independent is in the unique
position to choose big name brands
and boutique lines at their discretion
to suit theirunique clientele.
available with varying price points
and features. I definitely believe
there is also a strong brand loyalty
to Costco members.
3. How can ECPs bring in new
patients in an era of 'one stop
shopping' big box stores offer?
With today’s consumer’s very busy
schedules one stop shopping will
continue to grow. The independent
ECP who provides eye exams and
dispensing services provides onestop eye care but the patient can’t
pick-up a few groceries while in the
optical store. The independent is
in the unique position to choose big
name brands and boutique lines at
their discretion to suit their unique
clientele. Where do I see independents having the biggest advantage?
It’s in lenses. The independent has
the opportunity to educate their
patients on the latest lens designs,
coatings and task specific eyewear.
Educating your patients breeds loyalty and promotes multiple pair sales.
2. What sort of pressures are the big
box stores putting on ECPs aside
from price?
Big box stores compete with the
independent with convenience, policies, and of course price. Price has
become less of a challenge with independent ECPs who take advantage
of the wide array of quality products
4. What message should ECPs be
sharing with their patients to ensure
they understand the importance of
using a qualified ECP rather than
online?
Again I believe it all comes down
to educating your patients. People
want to see well and feel they received
good value for their dollar. The
message independent ECPs need to
convey to their patients is that he or
she is their “go to” when it comes to
all their eyecare needs. This comes
from an up to date ECP sharing
"
newfound knowledge and experience
with their patients which builds trust
and loyalty.
5. Is the 'brand name' trend going to
change - will we see a move towards
boutique frames or more individual
frames?
I think brand names are here to stay
but as they become more front-andcentre there will always be a consumer that wants to seek out unique
frame designs and materials at various price levels.
6. How are associations like the
OOA working with independents to
support them and ensure they don't
lose out to the big box guys?
Provincial optician associations,
as well as the OAC, represent all of
their members and for that matter
advocate for all licensed opticians in
Canada, whether working for a chain,
an optometrist, or any other model or
is an independent.
7. Why is membership so important?
Membership in professional associations is very import for a number of
reasons. The more voices associations represent the more strength
an association has whether negotiating a member benefit, industry
partnership or when speaking with
regulators and legislators. Providing affordable education based on
all things ”eye care” forms a large
part of association’s mandates. Of
course, there is the revenue collected
through membership fees that fund
the day to workings and projects of
the associations.
EYE FOCUS | February Digital 2016 19