Research proves service before price brings loyalty

Excellent service, good advice and value for money are key themes for practitioners anxious to keep their contact lens patients loyal, new research has found.

CooperVision Europe commissioned an independent survey of more than 2,000 contact lens wearers in eight European countries.
When asked why they continued to buy from the same source, 45 per cent cited 'excellent service', 40 per cent said it was because of 'good advice' and 38 per cent stated 'good value for money'.

When it comes to switching lenses or brands, 42 per cent were found to do so because their practitioner advised them to, with 31 per cent changing for comfort and only 26 per cent switching because of price.

David Nygren, CooperVision's European marketing director, said: 'This research backs up what CooperVision has known for a long time. It demonstrates that although price is of course an important factor for the consumer, above all they value the service they get from their practitioner and the advice that brings peace of mind for their sight and health.

'Our research also revealed that 61 per cent of wearers chose their current lens because their optician recommended it,' he said. 'This demonstrates that most consumers still look to the practitioner as their major source of information about new lenses, and would only switch on their optician's recommendation.'

The research was undertaken among 2,100 current lens wearers in: France, Germany, Italy, Spain, UK, Netherlands, Sweden and Denmark.  The research was conducted by internet using a consumer panel and it included only disposable contact lens wearers who have worn lenses for more than a year.

In the UK CooperVision has developed the Options product range to help small to medium sized practices increase customer loyalty. The Options range, which is exclusive to independents, enables practitioners to prescribe a unique independent-only practitioner brand. CooperVision also provides supporting promotional materials for all practitioners selling the Options range.