Multiples work harder for fewer add-on sales

Multiples are more aware of the profit potential of accessories and are more likely to ask customers if they would like to buy them, but independents still sell accessories more often than the chains.

According to research carried out by Optician on behalf of Calotherm, 33 per cent of independent practices consider accessory sales to be very or fairly important. Within the multiple sector that figures rises to 53 per cent. When asked, 38 per cent of independents said accessories were considered a freebie against 28 per cent of multiples.

When quizzed about their margins on accessories such as cases and cloths, multiples had an average mark-up of 70.3 per cent and independents 66 per cent. Multiples also positioned their accessories closer to frames and incentivised staff to sell them more often than the independents.