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Look Local: Marlborough duo work their magic

Business
Look Local visits one independent and one multiple practitioner in Marlborough, Wiltshire, fabled last resting place of Arthurian wizard Merlin, and finds they have cast a spell over a loyal, well-off customer base

MarlboroughGenerations of family customers

Marlborough is an affluent market town with a strong sense of community, as Malcom Lee, manager of local independent practice, Haine & Smith, testifies. ‘There is one other independent and one multiple in the town. We try to help each other as much as possible,’ says Lee.

Established in 1975, Haine & Smith now owns 19 practices across Wiltshire and the surrounding areas. Aside from eye examinations the practice offers hearing care, colorimetry and vision training.

The business uses its own laboratory, Kennet Optical, in Pewsey, which glazes and delivers to the rural practices. It also has a buying team that chooses which frames are stocked across the group. It currently displays a range of designer frames, including Oakley, Maui Jim, Tom Ford and Bvlgari.

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Manager Malcolm Lee says: ‘People around here are drawn to frames that are made from high quality material. They also appreciate the shape and style, along with a luxury brand name.

‘These brands are very popular with many of our patients, most often sold at an average dispense of approximately £270.’

Lee also says that serving generations of families is still the key to survival in the thriving town. Lee says: ‘We have many patients who joined us as children and now visit us with their children; so we often care for several generations of the same family.’

Multiple prepares for the future

‘In Marlborough it feels like we provide an independent service. It’s a small team and we know our customers well,’ says Rachael King, partner and qualifying DO of Specsavers Marlborough.

marlborough mapMarlborough is generally prosperous with a large financially secure demographic. NHS eye exams only account for about one-third of the multiple’s weekly workload.

King says that more than 85% of the branch’s varifocal wearers choose the highest quality frames and most expensive, tailor-made lenses. ‘Customers are very interested in our designer ranges,’ says King, ‘Karen Millen and Roxy sell well and so does our new Moschino range.’

But Specsavers has a plan for other markets too. ‘Our business is growing with the ageing local population. Also, the increasing myopia in the younger generation means the future looks set to be busy,’ adds King.

Both of these demographics provide an opportunity for the Specsavers branch to build on its patient base and offer more services.

King says: ‘Wiltshire CCG is a little slow in commissioning,’ when asked about local LOC referral pathways, although she hints that Specsavers are preparing stores for potential future changes in referral pathways.

She says: ‘We have a very good local rapport with the Great Western Hospital eye department. We also benefit from the support and advertising of our multiple partnership. We are fully accredited and prepared for when MECs/PEARS schemes eventually go live in England.’

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Fun facts

• The bones of Arthurian wizard, Merlin, are said to lie entombed beneath Marlborough Mound.

• Royal residents of Marlborough have included William the Conqueror,  Henry I and King John.

• William the Conqueror’s motte and castle once stood on the site of Marlborough College.

• The Jazz International music festival is held each summer in the town.

• The Great Fire of Marlborough in 1653 inspired a rebuild of the town with its unique architecture.

• Kate Middleton, Duchess of Cambridge (pictured), attended Marlborough College.

Who’s in town

Total: 3

Independents: 2

Multiples: 1

Average costs

Prices for an eye examination in Marlborough ranged from the  multiple offering £24.95 with OCT to an independent offering a standard test for £48, with an extra £48 for OCT, and CL checks offered at £49.90. The average cost for a basic eye exam is £35.35.

pie-chartPopulation

Estimated total pop – 317,849

Community eye care

According to the Locsu Atlas Map of Optical Variation, the Wiltshire Local Optical Committee has secured contracts for glaucoma repeat readings with NHS Wilshire CCG. Cataract referral and OHT monitoring has been secured with neighbouring NHS Swindon CCG.

Health and affluence

• 15,350 people living with some degree of sight loss (2011), or 3.26% of the population, expected to increase to 4.02% by 2020 (the national average for 2020 is estimated to be 3.36%. (RNIB sight loss data tool)

• Average house price in Marlborough: £364,574 (all property types, Rightmove)

• Number of NHS sight tests in Wiltshire during 2012-13: 111,808

• Expenditure on vision problems per person: £38.31, compared to the England national average of £42.10.

To propose a future area for Look Local to profile, please email: saul.sebag@markallengroup.com