Free for all to compete

Free eye tests and offers are the way to drive footfall says a new agency. Chris Bennett finds out more about digital agency that wants to
re-educate independents

Independent practices have to offer free eye exams and two-for-one to compete with the multiples says Opticians Network (ON), a new firm that says practices can compete with the multiples in a digital world.

The firm says independent practices are closing at a rate of one a day, but it has an idea that can combat the marketing power of the multiples and drive footfall into practice through targeting specific geographical areas.

At its core is a process which enables independent practices to get their practice brand to the top of the Google searches made by customers looking for eye exams and spectacles in the chosen area. Optician’s Network is offering exclusivity to practices who join its service with the ultimate goal of having 200 practices across the UK based around cities and towns with a catchment of 50,000 people.

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