ECP #1

RANDAL SMITH,
Owner
eyeSmith Sport & Fashion Optical,
Parkville, MO

» Backstory: After 35 years in optical on the East Coast, Smith relocated to the Northland and opened eyeSmith six years ago.

» Category Growth: “90% of customers are now that active-light consumer who wants protection while driving, golfing, fishing, or just watching their kids’ games. They’re concerned about UV damage and eye disease.”

» Sales Stats: 1,400-square-foot showroom. 30% of total sales is Rx performance and sun.

» Sun/Sports Inventory: 600 pair. 15 suppliers. “It’s what sets us apart. The usual office has a handful of sun. We have a whole wall of quality sun and performance product.”

» Key Lines: Costa, Maui Jim, and Rudy Project/RACE. “Put a Costa sunglass on consumers, and they are sold. Costa really knows how to manipulate light.”

» Promotion: Drive time radio. Chamber of commerce events. Relationships with area motorcycle and bike shops. Word-of-mouth.

» Best Peer Tip: “You have to be willing to invest in inventory and be a real expert.”

ECP #2

MIKE HILEMAN, LDO,
Owner
Eye Gear Sport Optics,
Summerlin, NV

» Backstory: “After 10 years in optical and a lifelong passion for sports, I opened a tiny 600-square-foot space specializing in prescription sport product. I just moved to a more retail location in Summerlin.”

» Category Growth: “I’m now seeing as many casual athletes as serious ones…maybe more! Business has always been big with the mid-30+ demographic.”

» Sales Stats: “Nearly 75% is in specialty sports. I’ll be adding more non-Rx.”

» Sun/Sports Inventory: Displays include eight cases (plus wallboards) of Oakley, and two cases each of Ray-Ban and Maui Jim.

» Key Lines: Oakley, “my dominant brand by far.” Also, Ray-Ban, Maui Jim, Kaenon, Persol, Serengeti, Bollé, Spy, Wiley X, and Zeal Optics.

» Positioning: It’s all about location. “I share a parking lot with Las Vegas Cyclery, Peet’s Coffee, Sportif Chiropractic, and Power 360 Personal Training.”

» Best Peer Tip: “Networking is key. As a recreational and competitive cyclist, I network as I pedal!”

ECP #3

DOUG JORDAN, O.D.,
Associate + President/CEO
Vision Clinic + Vicious Vision
Sunwear, Springfield, MO

» Backstory: Two years after launching Vicious Vision premium polarized sunglasses, Dr. Jordan joined the five-location Vision Clinic at its main 7,000-square-foot Springfield facility.

» Category Growth: “We definitely see that health and wellness trend, with more people in tune with protection at all ages. It’s driven by the knowledge people now have about blue light.”

» Sales Stats: Sun, 20% of sales. Performance product represents 60-70% of those sales in the Springfield location’s 2,500-square-foot dispensary.

» Sun/Sports Inventory: 250 sunglasses/performance products on display.

» Key Lines: “The Ultimate Lens Package by Essilor is killing it! Transitions for the first pair. Often Vicious Vision, featuring the Xperio UV technology in a sports frame, for the second.

“We’ve seen Oakley and Maui Jim sales go up since we started offering Vicious Vision. Instead of cannibalizing, we’ve grown the whole category.”

» Promotion: A booth at a local event each month—including women’s groups, a “Terrible 5K,” and a Vision Day with the local minor league baseball team.

» Positioning: “I’m a melanoma survivor and very passionate about exposure.”

» Best Peer Tip: “We ask patients to bring all their eyewear, including sunglasses. That encourages the conversation.”

WELLNESS, TO THE RESCUE.

On a scale of 1-10, the average stress level among Americans rose from an all-time low of 4.8 in 2015 to an all-time high of 5.1 in early 2017, according to a recent study. As a result, more consumers than ever are reporting disrupted sleep, anxiety, irritability, and fatigue—and they’re turning to self-care techniques like meditation, exercise, and dietary changes to mitigate the effects of stress.