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Merging New With Old, Texas State Optical Rises to Become the 10th Largest U.S. Optical Retailer
By John Sailer
HOUSTON—By enlisting recently graduated optometrists to capitalize on its 75-year-old brand,
Texas State Optical (TSO) has steadily expanded its platform in the Lone Star State to now rank among the top ten in Vision Monday's
Top 50 U.S. Optical Retailers.
The turning point came in the late '90s when, after a series of corporate owners, the franchisees decided to acquire the company, a process that was completed in 2001, when the network of independent, professional optometrists became a member-owned cooperative. "What they purchased was the Texas State Optical brand and the authority to license it to other people," president/CEO, John Marvin told dba.
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E-Word-of-Mouth: Encouraging Positive Reviews and Reacting to Negative Ones
How do you generate good electronic word-of-mouth on customer review websites? The following ECPs told dba how they encourage good reviews while reacting to the bad ones: Jonathan Rosin, M.D., Co-President,
Rosin Eyecare; Stephen L. Franklin, CEO,
Accurate Optical Co.; Mark Johnson, Director of Optical Services,
Virginia Eye Institute; and Robin Matejka, Marketing Director,
Emerging Vision, Inc., dba
Sterling Optical and
Site For Sore Eyes, New York, N.Y.
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Online Calculator Helps EyeOne Unify Seven Locations and Determine Patient Expenses
With seven locations throughout central Virginia and the Shenendoah Valley,
EyeOne has found a way to accurately calculate its patients' out-of-pocket expenses at the moment that they are making their eyewear purchasing decisions.
Considering all the variables that can influence the cost of buying a pair of eyeglasses, determining the final price for a particular patient can be daunting. Frame selection, lens materials, coatings and other add-ons, not to mention what portion is covered by a managed vision care plan, can all have an impact on the cost of a pair of eyeglasses. Calculating these costs on the fly in a busy office can be challenging for eyecare professionals attempting to help their customers comparison shop among the wide variety of products available and what their plans will cover.
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Profitability: Teach Your Staff to Achieve It
By Jay Binkowitz, dba Contributor
Can your business grow profitably? Absolutely! But in order to obtain it, both multi-location retailers as well as large independents can significantly benefit by teaching their staffs how to achieve it.
Let's go straight for the low hanging fruit. If you don't buy at the right price and sell at the right price you will not be profitable. It is important to understand that generating revenue does not always mean generating profit. We have to share this information with our staff to make sure that they understand the impact of their decisions. I have sat through many office meetings at many practices throughout the country and have seen a lot of emphasis on revenue and production numbers. But I have rarely seen meetings about profit.
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The Edward Beiner Group Unifies Its Image Via Digital Media Marketing
By Marge Axelrad
MIAMI, Fla.—Grappling with the continually shifting world of digital and social media has been a constant learning process at
The Edward Beiner Group, which operates 11 Edward Beiner Purveyor of Fine Eyewear stores throughout Florida.
Executives Edward Beiner, Daniela Zanzuri and Ian Bush, readily admitted to that fact with dba as the three discussed how the company's marketing activities, which now embrace social media, have evolved over the past few years. The team said they have worked hard to try to get their arms around the moving parts and learn the nuances of each social media realm (Facebook, Twitter, Yelp, Google and others) and that they have found a way to balance digital media integrated with the stores' image to ensure that it all remains relevant – and effective – with their customers.
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John Sailer, Senior Editor
Send us news about your mid-size regional optical chain, provide us with subjects and/or questions for a future dba q&a or let us know what topics you'd like to see covered. Contact dba's Editor John Sailer at jsailer@jobson.com.
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