News

Local independent optical practices outperformed some of the leading optical chains in the 2008 Reader's Digest Trusted Brands survey.

The survey was carried out across 16 European countries with nearly 300,000 votes cast in 38 product categories. Over 2,000 votes were cast in the UK optical category.

The aim of the survey was to find out which brands consumers trusted the most. Trusted brands were rated on four criteria: quality, value, image and their understanding of customer needs. The optician category has been included in the survey since 2002.

While Specsavers topped the list with 41 per cent of the votes, independent outlets put in a strong performance, coming in second with 27 per cent and beating some of the other leading optical chains by double digit figures.

Boots Opticians received 13 per cent, followed by Dollond & Aitchison (8 per cent), Vision Express (8 per cent) and Optical Express (3 per cent).

However, when it came to consumers' attitudes towards branded opticians and awarding a mean score for 'strong image', Boots Opticians' topped the list with a score of 4.52 followed by Specsavers (4.22), Dollond & Aitchison (4.05) and Vision Express (3.98).

Overall, 33 per cent of the respondents said they had used an optician to purchase new spectacles or contact lenses in the past 12 months. Seventy per cent said they paid a visit to an optician in connection with their existing contact lenses or spectacles, while 53 per cent said they had undergone an eye test in the past 12 months.

Specsavers founder Dame Mary Perkins, said: 'It is an important accolade as it is a reflection of the hard work our stores put into ensuring continued customer satisfaction and in promoting our brand.'

Victoria Scott, publisher at Reader's Digest, added: 'Trusted Brands was created to name and celebrate those companies that have recognised the importance of trust in attracting and retaining customers.'

Providing exclusive eye care news, information and educational needs every week, including a FREE CET programme. Subscribe to Optician Print Edition.