Eyecare Business

AUG 2016

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E D I T O R ' S L E T T E R EB s the last few dog days of summer rocket by, I am mad prepping. Prepping for my daughter's back-to-school journey into second grade (new school shoes, second-grade supplies, new backpack—check). Prepping our 2017 editorial calendar with the goal of providing you with compelling information that you can really use to help grow your business (look for our EB Reader Survey coming to your email inbox soon and please feel free to email me ideas on what you'd like to see in Eyecare Business at erinn.morgan@ pentavisionmedia.com). And, prepping for a very busy fall travel and trade show season (airfare + hotels booked—check), where I'm excited to see all the new products and fresh trends plus hear the word on the street from eyecare professionals across the country. ECP Demographics, Delivered. In this issue, we serve up a bit of that "word on the street" in a more formal format via our exclusive Demographics, American Style report. We surveyed ECPs from sea to shin- ing sea to learn how their sales are doing—and what their businesses are specifically selling. Check out how your business compares to those within your own region—and across the country— starting on page 54. You'll get insider intel on everything from how ECPs' 2016 sales compare so far to 2015 and how they are approaching frame pricing to optical business' fastest-growing categories (spoiler: sunwear and blue light products are hot tickets) and how often your peers are posting to social media. Also, the rate at which many ECPs are taking some sales online may surprise you. Eye Candy. Starting on page 48, we present the upcoming season's three hottest sunwear trends—and a stunning assortment of 12 sunglasses—to help you merchandise a profitable mix. Tough Love. Ever have difficult customers? Three ECPs share some of their most outlandish stories—and smart-as-a-whip solutions—for doling out some tough love. The tales begin on page 70. We hope you enjoy the issue and gain insight from the intel on the following pages. Please also check out EB on social media this month (Face- book + Twitter @EyecareBusiness) for lots more eye candy and market insight. Wishing you a few more fun-packed (and productive) dog days of summer, How Does Your Business Compare? Erinn Morgan Editor-in-Chief + Editorial Director Eyecare Business 18 E y e c a r e B u s i n e s s . c o m August 2016 a "We're updating our website, increasing online sales of eye health-related products, and remodeling our office." —an ECP in the South region tells EB in this issue EB celebrates three decades of editorial excellence this year! Do you remember this mod cover from January 2001?

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