FEBRUARY 2011 - National Eyecare Group

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Open to all NEG Members. Register now for the VSE incentive programme Which means you’ve already taken the fi rst step towards qualifying for a magical safari holiday in Kenya! This year we’ve created an even bigger, better selection of rewards, exclusively for you, our independent partners, with fi ve incentive levels to choose from. And we’re giving you individualised qualifying targets, to ensure your chosen rewards are within your reach! By now you should have received your VSE introduction pack containing your registration form to complete and return to us. If not, simply e-mail vseteam@hoya.co.uk and we will forward full details. Remember, if you return your registration form to us by the 8th October – we’ll give you your fi rst 20 VSE points FREE! vseregistration@hoya.co.uk Tel: 0845 3300984 Eire: 00 44 1978 663100 www.hoya.co.uk
PRACTICE MATTERS 15 Developing thoughts ●●●● Phil Mullins If our own research is anything to go by, the UK independent sector has held its own in the face of intense economic pressure and increasing competition from internet suppliers, supermarkets and multiples – all fighting hard for their piece of the optical pie. That’s not to say the independent sector hasn’t suffered its casualties; some businesses didn’t make it through the year and some opticians decided to call it a day and sell up to larger groups. So what can we learn from the last 12 months to help us make it through the next year and beyond? First we need to look at the market as a whole and where we sit within it. The supermarkets have spent the last year gradually increasing the speed with which they roll out their optical departments. They are clearly competing with internet suppliers and the multiples with free sight tests and complete spectacles ‘from £10’ (note the word ‘from’). This, in turn, has put great pressure on other ‘price only orientated businesses’. You just need to see the aggressive push by internet suppliers to have the PD measurement included as part of the prescription, making it easier for patients to order online. The multiples have continued to spend heavily on advertising and promotions; ‘two-forones’, up to 70 per cent off frames, half price spectacles and free upgrades have all been seen during the year. But what of the independent sector? Although some independents are still trying to compete with the big boys, offering cheap prices and promotions, most have realised that this really isn’t going to work as a sustained business model and are working on the personal service-led model. Having spoken with members across the country, the general feedback is that patients are leaving it longer between examinations and are only really spending when they have to, although reglaze rates are actually higher at the moment. This means that, unlike in previous years when a practice would be booked at least three or four weeks ahead, they may only be filling the clinic a day or so in advance. They are making sales and although turnover is slightly down, overall profitability is holding up. Getting back to basics Focus on THE END GOAL Well, we seem to have survived 2010 – despite it being described as one of the hardest trading years ever. So where to this year? Do we just tuck our heads down and hope we can survive, or do we look at what we offer and try to improve? I suggest the latter is the way forward because let’s face it, we’re in business to make money and be successful. First we need to look at what we offer, what our existing, and potential, patients are looking for and then match the two together. It was very interesting to listen to Andy Clark at our recent Building for Success conference at Blenheim Palace (see page 22 for a full report). He demonstrated what patients are truly interested in by comparing the number of hits certain optical-related searches had received during the previous six weeks; there was obviously a large hit rate for ‘spectacles’ but a surprisingly low hit rate for ‘cheap spectacles’. Again, there was a large hit rate for ‘contact lenses’ but hardly any for the specialist area of ‘sports vision’; there was a good number for ‘eye test/eye examinations’ but not a single one for ‘quality eye examinations’. This just shows that it’s the basics we have to get right; we need to offer a great service and good products at good prices, which doesn’t mean cheap. This is why, as a group, we have been working on a structure that enables members to purchase new technology products at the same price as standard products, thus enabling members to offer competitive prices. We need to look professional, with well-presented practices, up-to-date websites, easy-to-understand information and an approachable and united practice team. From the Saturday receptionist to the practice owner, everyone needs to be singing from the same song sheet. I’ve worked in practices where staff would say, “I don’t know, that’s not my job” or “I’m sorry you’ll have to wait to have a screw replaced because the dispensing optician is busy”; this is unacceptable. All staff need to work together to ensure that the patient experience is of the highest standard, that their needs are being met and that the end product, whether it be spectacles of contact lenses, is what they wanted and are happy to pay for. On page 19 of this issue, Lee Williams talks about implementing a sales strategy in your practice. Although ‘selling’ has historically been a dirty word for independents, having a sales strategy means you are equipped to implement the necessary techniques to get the most out of the selling process. Over the coming months we will explore more of these ideas, and how we can help you develop your business and build the independent sector.
Page 1 and 2: Vision Now A National Eyecare Group
Page 3 and 4: Vision Now Vision Now magazine is p
Page 5 and 6: All-round protection: Solitaire ®
Page 7 and 8: 5 Hoya Lens UK Hoya is reporting hi
Page 9 and 10: 10 Marchon Eyewear Marchon has laun
Page 11 and 12: 15 Dunelm Optical A new and improve
Page 13: 20 Optoplast Actman Eyewear Custome
Page 18 and 19: 16 PRODUCT PROFILE Trussardi - the
Page 20 and 21: 18 BUSINESS VIEWPOINT ‘SALES’ I
Page 22 and 23: PROTECTING YOUR BUSINESS Clearform
Page 24 and 25: Stepper UK Eyewear Fashion That Fit
Page 26 and 27: 24 BCLA 2011 FREE PLACES FOR NEW DE
Page 28 and 29: 26 STYLE From an illustrious past T
Page 30 and 31: Vision PREFERRED SUPPLIERS’ DIREC
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FEBRUARY 2011 - National Eyecare Group

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