UK: advice for opticians

Optician businesses in UK are forecast to face 'intensely competitive trading conditions', and many should review their strategies to build market share and margins. This is the conclusion of a new in-depth report from Mintel, 'Optical Goods and Eyecare'.

The report, which includes consumer research on the public's attitudes to eyewear, carried out in June 2004 among nearly 1,000 people, has some innovative ideas on how opticians can succeed in future.

According to the report, in a market where profits are being increasingly squeezed, the location will become more important. With the high street saturated by the multiples, it urges opticians to consider opening in busy retail parks and elsewhere. Any location with high foot traffic would be suitable, including locations near to food stores, clothing shops, DIY stores or similar (consumer) traffic drivers.

Concessions in large garden centres have potential, as these locations are popular shopping magnets with older consumers, most of whom need spectacles. With today's busy lifestyles, other location strategies in/near railway stations would suit commuters best.

Practices should also make brands more visible to make their outlets more distinctive from the competition. Opticians should take a lead from jewellers and mobile phone, the report suggests, retailers, who have found new ways to make the product into the hero of the store. The future success of this lies with good fixturing, lighting and point-of-sale materials to help create showcase presentation for individual brands, within the overall corporate image of each retailer.

Optical goods suppliers, Mintel believes, should take the lead from the clothing industry where so-called "fast fashion", which involves refreshing and updating ranges more regularly and encourages consumers to visit stores more often and replace their garments on a more regular basis. The optical industry must strive to encourage a new mindset among consumers, where customers have a wardrobe of different eyewear for variety, the report exhorts.

(Source: Optometryonline)