What’s your USP?

Most independent opticians believe they deserve to be successful just because they are independent. As if that word has magic in it. Fact is, a lot of independent opticians deliver a worse experience than the multiples. That’s why they are closing at a rate of 300 practices per year. Yes, it’s true that independent businesses are ideally placed to deliver a better and more individual experience to customers who want it – especially affluent customers. But we have to be better in some way – better in many ways. A better range of products, better advice, more skilled, educated, confident staff.