Hard times

However, that apart, it is clear that the level of competition in the high street market is taking its toll and that Boots are now finding it more difficult to trade on their image. Is there a lesson for them to learn from Marks and Spencer's problems? It is hardly surprising that revenues have been hit when Boots seem to be offering incentives such as half-price frames, two-for-the-price-of-one and free sunglasses almost continuously throughout the year. Eventually this has meant having to increase their advertising spend to try and maintain their sales volume. Added to this is the somewhat confusing image they present to the public with their up-market promotion of progressive power contact lenses and their down-market price-based promotional image. This contrasts with Vision Express who bit the bullet and moved from a down-market two-for-one image to the highly successful Grand Optical style developed in France. While the initial decision was painful, with a substantial loss of business, the final result can be seen in the new flagship store in Oxford Street, a modern image with an emphasis on quality and innovation that should pull in the crowds. The fact that it took a Frenchman to do it is undoubtedly a comment on the inability of the British to break with the traditional down-market image of eye care and eyewear.