I have heard some grumbles about the latest in a long line of programmes jumping on the band wagon of the story that glasses and opticians are a rip off. The programme, Supershoppers, aired in August and showed, in the nicest possible way, idiots (the word idiot comes from the Greek idiotes meaning ‘layman, ignorant person’) having a conversation with other idiots about something they clearly do not understand, and then asking even more idiots, who happened to be passing by, what they thought. This makes excellent TV for masses of idiots who are watching at home.
Their message was predictably, ‘buy your glasses online and save hundreds of pounds, and they look just the same.’ One caveat was: ‘If you wear varifocals, these can be tricky, so just buy your frames online and get your lenses at an optician.’
So, let’s examine the facts. Type ‘men’s glasses’ into Amazon today and you will get over 90,000 results available to browse. This is what Danish philosopher Kierkegaard called the ‘tyranny of choice’. Too many options, combined with the stress of information acquisition. Hesitation leads to worry and even a good decision can be plagued by angst over the alternatives not taken.
What are the chances of a layman finding the most appropriate glasses for them in a heap of 90,000 results? What are the chances they will waste money buying a pair that neither fit them or suit them and are of poor quality? Follow Supershoppers advice and they will forever be frustrated with their glasses and they will never love them or enjoy them.
In Retail Week (18-08-2019) Michael Jary wrote that too much choice is not a good customer experience: ‘It’s one of the reasons online shopping has been so unsuccessful – seriously. After 25 years and hundreds of billions in investment, it has still captured less than 20% of retail.’
In the optical industry, online has captured less than 5% of the market. Here’s where shopping online comes a cropper:
• Where you need guided discovery
• Where you want inspiration
• Where you are not sure what you want or do not even know if you want it at all
• Where you need professional expertise
• Where you want individual, tailored advice for your own specific requirements
The best independent opticians are experts, curators, and advisors who deliver 10 times the value of an online purchase. They are also human beings capable of delivering an enjoyable shopping experience and that elusive thing called personal service.
When you visit the best restaurants are you presented with 50 choices of main course or five? Never forget, you do not add value by giving more and more choices. You add value by being so good at what you do, you can understand a client’s wants and needs and put only a handful of choices in front of them. Each one of which they will be exceptionally happy with.
Conor Heaney, optometrist and director, Jones and Co Styling Opticians/Optical Success Academy