Letter: Market realities

I was somewhat puzzled after reading Omen's comments in your February 24 issue to the advertorial we placed in the previous week's issue.

I re-read my statement again to see what it was that I had written that should cause such a cynical and ill-informed response to the spirit of what I was trying to say.

Since when have Mintel been the authority on daily life in retail optics? They produce a two-yearly report that is almost six months old by the time it becomes available to an industry, that from where I sit, seems to take on a different dimension and direction almost on a monthly basis.

I know that if I were to listen to comment or advice from anybody then I would prefer it to be from someone who earns their living from and who is in touch with optics on a daily basis as opposed to an organisation that gets paid to produce an expensive historical report.

What I was attempting to say and what was clearly lost on Omen was that there are many independents who, despite having maintained a high standard of professionalism and quality of service, have still seen their business regress and to highlight the fact that it is the consumer who ultimately decides what it is they want or expect from their optician and not the other way around.

The modern retail optical environment is aggressive and fast moving. It can no longer be a profession first and a business second but an equal blend of both. Independent opticians have to acquire quickly the skills to market and innovate their businesses. In an attempt to be part of the solution as opposed to part of the problem, all Brulimar stands guilty of is putting its money where its mouth is and offering free use of our own innovative and professional marketing services at no charge to customers old and new, supported by heavily discounted inexpensive, top quality branded product.

I failed to find anywhere my comment about 'piling it high and selling it cheap'. However, if by being open, transparent, easily understood and saying it like it is makes me some kind of villain then I suppose I am guilty. However, at least I will be hung for attempting to do something right as opposed to doing something wrong, or even worse, if you listen to Omen, being guilty of what in my opinion is the worst crime of all, that of doing nothing.

Howard Librae
Brulimar Optical Group