Independent practice Barnham Opticians won in the newly established 2022 Optician Award category, Build Back Better. With extensive business disruptions from pandemic impacts, supply chain bottlenecks, and inflated costs, businesses were challenged to be innovative and bold in their short and long-term business strategies.
Judges found that many finalists had decided to ‘build back better’ by expanding services, relocating to larger premises, and moving to planned payments. However, Barnham Opticians had the edge when it came to excelling in customer focus and growth, and went the extra mile by providing pre-appointment questionnaires and home deliveries.
Financial flexibility
One of the key changes implemented to boost growth and ensure business resilience during the peak of the pandemic was to introduce a customer finance plan in various areas. Tony Corbett, finance and marketing manager at Barnham Opticians, said: ‘Financial pressure was a concern as the pandemic hit. We introduced an interest-free direct debit scheme for patients purchasing spectacles as we realised that many were interested in spreading the cost over 12 months. We quickly noticed sales increased and patients bought better quality or multiple pairs of spectacles.
‘Working through the pandemic created many challenges for the practice. We had to adapt to immediate changes that were forced upon us. We implemented bespoke monthly direct debit plans for contact lens patients, which covers contact lenses, solutions and aftercare, giving the patient peace of mind that everything is organised. As the number of contact lens patients has increased, the direct debit scheme has been invaluable to the efficiency of ordering and regular cash flow entering the business.’
As a result of the flexibility for customers, the practice had a record sales performance in 2021, despite the practice being forced to close for three months, with business turnover for 2022 also increasing by 38%.
Corbett adds: ‘This proves the measures we implemented enabled the practice to emerge from the pandemic stronger than when it struck.’
No risk, no gain
Barnham Opticians had prior plans to expand the practice premises and made the bold leap to continue due to safety concerns over space for staff and patients and Covid-19 health regulations, such as social distancing.
Corbett says: ‘The practice had plans to move premises as the pandemic struck. After much consideration, the business decided to continue the plans to move, even though this required a significant financial investment during an uncertain economic climate.
‘Immediately upon re-opening, we moved forward with completely redesigning and refurbishing our new, much larger premises, and rebranding the business.’
While some may have seen this as a high-risk business decision, for Barnham Opticians, the leap of faith during such uncertain times paid off.
‘More space has resulted in a more organised layout, so we can offer a better, more professional service to our patients. Since moving, we have seen a 20% increase in new patients gained, averaging 65 a month, through recommendations, reviews and social media campaigns,’ says Corbett. ‘With the increased capacity, we gained the opportunity to open up a second consultancy room as the practice became increasingly busier. We also launched an audiology clinic at the beginning of September 2022.’
Improving customer-centricity
The practice found that the pandemic had some beneficial effects too as, ‘ultimately, patients look to value their health and wellbeing at a greater level.’
Corbett says they met these changing market expectations regarding services with personalised services and more time spent with each patient, including the option to deliver products to patients’ homes.
‘We increased appointment times from 30 to 45 minutes to allow equipment cleaning and sterilisation between patients. We continue to offer longer appointments as we feel patients need more time, care, high quality products and a differentiated clinical experience. We offer a personal shopping experience where we choose suitable frames for the patient, depending on colour, size and design. This enhances the whole optical journey and makes the patient feel valued.’
New strategies and services implemented due to the pandemic were kept as they boosted the efficiency of daily operations, ensuring the smooth running of the clinic. This has included using an appointment-based system and having pre-appointment questionnaires to ensure the appointment was deemed necessary.