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Over 700 practice owners and staff attended Sight Care's one-day business conference for independent opticians held at the Hilton Metropole hotel in Birmingham on March 1, its best attendance to date.

According to Sight Care, the theme of the conference, 'above the parapet', was chosen 'to reflect the need for independents to regain confidence and set goals as we begin to emerge from the worst recession in decades'.

Over 80 per cent of the group's membership, along with prospective members, were treated to an array of speakers from both within and outside the optical industry. The line-up was headed by Olympic gold medal winner Denise Lewis who challenged delegates to stretch their goals and aspirations. Encouraging Sight Care members to educate sports people, Lewis revealed that she'd only ever had one eye exam at the age of 14 and was aware that very few athletes saw the health of their eyes as a priority.

Sight Care's chief executive, Paul Surridge, used the conference to announce that the Sight Care board had approved a national PR campaign to support its members, which he said would 'promote the independent ethos'.

To be largely public relations-led, the Eye Love My Local Independent Optician campaign will drive consumers to the website www.eyelovelocal.co.uk, to help them find out more about independent opticians and find their nearest independent practice. It will also include advice and tips for the public on how to look after their eyes.

Marketing material will be sent out to Sight Care members for display in practices, driving customers to the campaign website to share their views about their practice experience.

As part of the campaign, an initial survey was conducted by Sight Care revealing that people perceive independent opticians as giving more time and attention when carrying out an eye test. The research showed that 44 per cent of those surveyed acknowledged the quality of care and service given by independent opticians, with 42 per cent agreeing that an independent optician is more a member of the local community along with other independent retailers.

When asked where they would go for an eye test, a quarter preferred their local independent optician. However, 30 per cent did not know where their nearest practice was located and a quarter said even though their local independent optician would not be their first choice, they would consider using it.

'We expect to gain national TV, radio, press and lifestyle magazine coverage of our campaign to draw to the attention of consumers that independent opticians are a fundamental and valuable part of community life,' said Surridge.

The group believes the campaign will, over time, help change perceptions about independents and what they have to offer in giving people a differentiated service from the chains. Surridge continued: 'We know consumers want choice, we also know they want value for money and great service and that's precisely what independents can offer in local communities'.

In his address as Sight Care's outgoing chairman, optometrist Richard Petrie told delegates: 'With an impending general election and the promise from all parties for deep cuts in public spending and significant increases in both direct and indirect taxation, 2010 will be a testing year for business as unemployment rises and consumers begin to feel the pain.'

Two separate tracks of presentations at the conference featured advice from Cameron Hudson from CIBA Vision, motivational speaker Adrian Webster, customer care expert Paul Cooper and independent practitioners Ian Thompson, John Davidson, Anan Vyas, Kerri Thomas and Gary Orriss.

Thompson, an optometrist, advised attendees to consider 'how to set your practices as being a little bit different'. As part of his tips on how to engage with patients, Thompson explained his own testing room manner where he constantly tells patients 'I recommend' or 'I advise'. He said: 'When people are in your chair, they're a patient and will listen to your advice. Tell them what's best for them.' To demonstrate his point Thompson added: 'If you went to the doctors and said you were really poorly, you'd be disappointed if they said, well you could try paracetamol, or you could try bandages, we could give you some injections or send you for an X-ray.'

Dispensing optician Kerri Thomas detailed how to make the most of each customer visit and said practitioners should explain to customers asking for reglazes that they were at their own risk if the frames were out of warranty or nearing the end of their usable life.

Prior to the Monday conference, 101 delegates attended a workshop on Sunday afternoon to discuss 'effective stock management', sponsored by Continental Eyewear. ●

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