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Another week passes and another major name reveals its strategy to sell cut-price spectacles online. The emergence of Tesco in this field, while not remotely surprising, may well send a few more shivers down spines in optical practices country-wide than the news of the multiples that have preceded it.

However, Tesco's opening price of £15 for spectacles dispensed by optically trained staff may well be more of a threat to Glasses Direct, pitched as it is at the latter's start point. Not so, threat wise, according to Jamie Murray Wells, who welcomes the competition and is convinced it will grow the market.
Like Glasses Direct, customers can try the frame before they buy, but with Tesco there is an added incentive of the loyalty bonus of Clubcard points.

What may prove to be doubly worrying is Tesco's suggestion that if people don't have their current prescription details they can arrange an eye test for £10. So, with a free fitting service in store, frames from £15 and an eye test for £10, the starting package for the consumer would seem to be at the grand total of £25.

Given the time involved one has to wonder how exactly these figures add up. And presuming the consumer sees the value for money of this offering, what kind of value is Tesco placing on eye care with such a low eye exam fee?

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