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.
The proportion of practices asking customers if they would like to buy accessories is largely similar but more proactive in multiple practices. A quarter of independents admitted to never offering accessories to customers. Respondents often blamed the low value of accessories as a reason for not trying to sell them.
Despite the extra activity by multiples, when it came to sales 2.4 out of 10 customers bought accessories in multiple practices but 2.5 out of 10 in independents. Multiples are slightly better at running promotions on accessories, with 22 per cent doing so seasonally compared with 15 per cent of independents. Multiples are also more likely to review product lines.
The survey of around 240 UK practitioners showed that most sold lens cloths, sprays, cases and chains.
? Optician will publish the full findings later this summer.