Simon Jones: Time for an online rethink

I started working on Optician in 2010, so after the emergence of online eyewear retail, but long before its widespread acceptance. In that time, I’ve seen online eyewear retailers come and go, but I’m yet to see any online eyewear entity rip up the rule book and make a massive success of it.  

Many of the online eyewear retail pioneers have actually adapted their business models to incorporate what they once said was ‘the old way of doing things,’ namely, physical stores.  

There can’t be many retail sectors where so many punches have failed to land, but retail optics seems to be going the distance.