Save the independents move by key suppliers

Two optical industry giants have invested a six-figure sum to save smaller opticians and protect the independents' market share.

UK supply heavyweights the Norville Group and Bausch & Lomb UK are helping independents to the tune of £100,000 by providing free membership to a dedicated marketing support group for those outside the multiple/franchise sector.

They are stumping up the cash for independents to enrol in the Independent Marketing Partnership, and take advantage of its services.
With retail conditions tough, and the independent sector being squeezed by multiple competitors, Norville and B&L  hope this offer could be of significant benefit to many practice owners and just the sort of 'wake-up call'  independents require to save their sector.

Research shows that today's independent sector is in serious decline: over the last three years the number of eye examinations carried out by independents practices has fallen by over 10 per cent.

While the financial impact of this has been off-set by higher dispensing values, organisers of the initiative warn that this downward trend in appointments is unsustainable in the longer term.

B&L and Norville have provided the funding because they 'want to see a strong and commercially successful independent sector'.
Frank Norville, chairman of the Norville Group, commented: 'Optical demand is flat and there is no indication this will change in the forthcoming months.

'But most practices already have a large patient base who can be prompted to make more visits and product requests. Now is the right time for independent practices to review their marketing strategy.'
Nick Loan, B&L's managing director, said: 'While we cannot artificially insulate any practice from the commercial realities of today's competitive market, we will continue to help independent practices compete and succeed.'

By sponsoring marketing support, the two companies believe independents can increase their business from existing customers, as well as attracting new ones.

Loan added that improving business through 'tailored communication is a proven and powerful business tool, one which we will continue to support and encourage'.