Boots staff face an intensive period in the run-up to Christmas as the optical multiple attempts to recover after a worryingly poor second quarter.
Boots staff face an intensive period in the run-up to Christmas as the optical multiple attempts to recover after a worryingly poor second quarter.OPTICIAN understands that the business had a very weak August and September, but aims to bound back from that disappointment with a number of initiatives.
As reported last week, Boots Opticians (BOL) posted a £5m loss for the first half of 2005-06, and sales were down 12 per cent.
Now the business is gearing up to stem the losses and improve its fortunes.
In its third quarter BOL bosses plan to get its employees involved in changes the company is determined to drive through including developing skills, especially practice managers and incentivise them via an enhanced bonus package.
The plans are aimed to deliver an improved third quarter, leading to a final 2005-2006 quarter which will be the best in the current financial year.
This month all BOL practice managers are being invited to special training evenings in which they will receive measures to develop their practice staff.
BOL is resolved to have its outlets managed by optometrists and opticians, and now has a majority of its branches managed by optical professionals.
The business has also changed its bonus scheme to fit in with the current difficult retail market, and the amount for achieving improved monthly figures has been increased for some members of staff.
Longer-term efforts to turn its performance around include the launch of an improved customer contact centre in January, and the introduction of an electronic diary so customers can book eye examinations out of hours, which is being rolled out to all practices.
A new wave of TV advertising is currently attempting to boost the public perception of the chain, while the business is looking to boost sales via more designer frames.
Increased footfall from Boots the Chemist as Christmas approaches is also hoped to improve matters in the optical business.
However, the difficulties that have affected BOL are affecting much of the high street, and retailers who depend on consumers’ discretionary spending have been the worst hit.
david.challinor@rbi.co.uk