Letters : March 10

Independents need more than mantra

 I don't know Howard A Librae but I read his advertorial (Optician, February 17th) and he makes a lot of sense. Omen (February 24), however, takes umbrage at his suggestion that we should try to beat the chains at their own game.

The chains are taking the independents' patients and with them their profits. If independents want to retain their patients and profits they have no choice but to compete. But how?

Omen's answer is to quote the portentous sounding but totally meaningless mantra that independents should not emulate the big boys but make a virtue of their independence. Great words but what do they mean?

I believe the answer to the independents' problem can be found in the public's different perceptions of the chains and independents.
The chains are perceived as good value for money but poor on personal service; while independents are perceived as strong on personal service but poor value for money. Patients often get a 'proper eye test' from the independent and take their prescription to the chain down the road for what they perceive as cheaper specs. Good retailing and selling skills on the independent's part could prevent this.

Whether you agree with him or not, Mr Librae's attempt to pass on some practical advice on how independents can compete with the chains should be praised, not condemned.

Archie Toppin
Glasgow