Interview with  
Norwood Vision Group

EyeCare Professional’s Paul G. DiGiovanni, LDO, speaking with Rick Norwood, President, NORWOOD VISION GROUP.

EyeCare Professional: Please provide a brief history of the company.

Rick Norwood

Rick Norwood: Norwood Vision Group was founded over two years ago to help level the playing field for independent ophthalmologists, optometrists, and opticians. Having been in the optical industry for 20 years working with diagnostic and finishing equipment, as well as the frames/accessories/consumables, I saw a need to help the independents better compete with the large retail chains. I saw the potential for them to get squeezed out due to the buying power of the larger chains and their ability to obtain lower priced products. I also saw the need for them to buy smaller quantities of product - versus ordering large, bulk orders.

That’s why we created the approach we have: easy and fast online ordering; the ability to order all products from one source including equipment, accessories, and lenses; personalized service; and competitive pricing for the same high-quality products that can be ordered through the large distributors that dominate our industry.

ECP: What efficiencies were realized by both you and your customers as a result of the web based ordering system that was implemented a few years ago vs. traditional phone orders which you still offer to your customers?

RN: About 50% of our customers order online vs. traditional phone. The percentage increases over time as customers try it and see how easy it is to use and track orders online. When we started over two years ago, the majority of our customers just wanted to order by phone. It is an ongoing focus and education of ours with our customers. In the end, ordering over the internet is a win-win for both Norwood Vision and our customers – it provides efficiencies for both. For our customers, it is faster, it is more accurate, and we can provide faster service. 

Also, they can track their order so they know where they stand – and they also can see a history of their orders to help them with better inventory management and budgeting. Using the online ordering system ultimately helps Norwood Vision provide the most competitive pricing possible since it helps us keep our expenses down and passes on the savings to our customers. 
However, the equipment side is 90% ordering the more traditional way via phone and talking to a sales professional as it is a larger purchase and most customers want to discuss it. I don’t see that changing unless it’s for additional units or re-orders.

ECP: Why would ECPs want to do business with Norwood Vision versus competitors? 

RN: Norwood Vision obtains its product from the same large optical manufacturers as the largest US distributors in South Korea, Hong Kong, and China. We offer the exact same product with the same quality. However, what differentiates us versus our competitors is that we are a smaller and more nimble company that can adjust our products and services quickly based on the needs of our customers and the market. 

As a small and growing company, our success is based on servicing our customers. Also, historically, the optical industry has multiple suppliers for needed products – equipment, accessories, and lenses. Therefore, customers have to maintain separate relationships and deal with separate ordering and fulfillment processes. Norwood Vision provides one stop shopping as we have strategically sourced products from all these three primary areas and we also provide automated ordering and tracking - and the value that this brings to our customers. 

Customers can obtain all their products to meet most of their ophthalmic needs from Norwood Vision Group. Lastly, we are committed to service. We even offer a better standard warranty in the industry – two years parts and labor on all our equipment. We’re a small company. You get a more personalized experience – we care.

ECP: What is the advantage and value to your customers of using the electronic commerce ordering and tracking system?

RN: When customers order online, due to the efficiencies for our fulfillment process, we are able to extend a 10% electronic commerce discount on every purchase – on top of the already best-in-class low pricing that we offer. For customers who don’t want to order monthly, bi-monthly, or weekly, they can order as needed on a daily basis, but they are billed on a weekly basis which does include the shipping for each order. 

However, every customer has an active credit card on file so that we don’t have the overhead of handling outstanding receivables – everything is charged. This is another way we try to keep our expenses down so we can pass the savings on. This helps streamline a customer’s ordering and inventory process as they can order items as needed. As I said before – the online ordering system is a win-win for both our customers and Norwood Vision. We both get benefits – and it helps us pass on savings through our increased efficiency.

Currently we ship 98.3% of our products the same day (before 2:00 PM EST) or the following business day. We offer Ground, 2-Day, and Next Day services.

ECP: What plans does Norwood Vision have for expanding their product line?

RN: We are constantly evolving. A lot of our expansion has been dictated by our customer base, but we are also aware of industry trends and can act quickly when needed. We added over 50 product offerings this past year.

ECP: What are the typical savings Norwood Vision can offer its customer compared to its competitors?

RN: We offer on average a 10-20% savings on exam equipment products like the ARK, Auto Lensmeter, Acuity Charts and between 25-65% saving on consumable finishing products like nose-pads, screws, and edge pads. 

ECP: In your opinion, where is web-based ordering in the optical industry headed?

RN: This is an exciting time in the optical industry. Just look at the number of independent practices that now have their own websites. Ten years ago not many had email addresses, five years ago few practices had their own websites, and almost no one ordered anything online. I believe that web-based ordering will continue to grow into the foreseeable future.

ECP: It appears that Norwood Vision is utilizing a Cost Leadership Strategy approach?

RN: Exactly. Everything is based around this business model and coupled with our commitment to online ordering, allows Norwood Vision to provide the best-in-class products, highest customer service, and most importantly, our pricing structure.

Prior to founding Norwood Vision Group in 2009, Rick Norwood spent 20 years in the eye care industry with companies such as Paragon Optical, Viva Optique, Santinelli International, and Visionix, Inc. He held a variety of positions including regional, national, and general manager responsibilities. Through these positions, he worked with all segments of the eye care industry which led him to focusing his company on offering a full range of services as a one stop provider and incorporating an ecommerce platform to introduce more cost effective and efficient service delivery and affordable product alternatives. 

Norwood Vision Group is located in Blue Bell, Pennsylvania, a northwestern suburb of Philadelphia. Mr. Norwood resides there with his wife and two sons. Though he has lived in the Philadelphia area for 12 years, he is a Texas native and is still a die hard Dallas Cowboys and Texas Longhorns fan.

Paul DiGiovanni, LDO, is a practicing optician who resides in New Jersey. to be here for awhile.