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Just one example of how the award-winning South Tyneside business takes every available opportunity to promote itself locally. 'But it's not all frivolous stuff,' says director Bryan Clark. The practice's central role in the local community, its charity work and clinical services are just as likely as attract attention to the practice.
Whether giving talks to local schools, working with a centre supporting ethnic women in the community or helping people affected by drug and alcohol misuse, this is a multiple practice that reaches a diverse cross-section of people and has a wealth of creative ideas for engaging with them.
Specsavers South Shields celebrates its 20th anniversary this year and 17 of its staff have worked there for more than 10 of these years. 'Part of why the store works so well is the loyalty of the staff, which is fantastic,' explains Clark. 'They live in the community so they know people when they come in. They're also passionate about quality eye care and that's what I want to deliver as well.'
Team roles
Each team member is given responsibility for different sectors of the business, ranging from health and safety to staff training, merchandising to corporate eye care. 'We try to empower them in their individual roles - to become experts in the store,' he says.
Gail Miles is PR coordinator and works with many community groups and charities in South Tyneside. She is involved with Apna Ghar, a centre for the ethnic community, to support local Arabic and Bengali women via interpreters. Gail also pays regular visits to NECA (North East Council on Addictions) to provide clients with information and advice on eye care.
The practice promotes awareness of eye care and eye health among students, working with South Tyneside College on staff fairs and student freshers' weeks, as well as national Specsavers events such as the Spectacle Wearer of the Year competition.
A further strength is teaming up with other businesses locally, which includes partnering with hairdressers and beauty salons to offer makeovers for Mother's Day, and even an annual pancake race organised with a local supermarket, all aimed at fostering community spirit.
Clinical investment
The practice is also involved in local eye health schemes. It takes part in an enhanced glaucoma refinement scheme and has five years' experience of direct cataract referral, as well as being registered to carry out DVLA visual field examinations for drivers.
For Clark, investment in equipment to deliver additional services is a priority. 'We've put a lot of money into investing in the infrastructure of the practice. It's good when people come in and see the type of equipment that they might see in Newcastle or Sunderland.'
Staff training and career development is another area for investment. The business has funded seven of the team to complete the Anglia Ruskin University clinical assistants' course and also sponsored one of its optometrists through the Fellowship module on glaucoma management.
Specsavers South Shields has won several Optician Awards in the past, which Clark says is rewarding for the practice staff and shows that their hard work and effort is recognised. 'We feel a tremendous pride in winning. It's not about the brand. It's about giving the team the opportunity to be appreciated by their peers.
'Being part of a large multiple, we do have a mission statement - the company talks about passion, value and meeting expectations. We try to epitomise that in South Shields and personalise it with a local community ethos. It's what makes a good multiple business work.' ?