For many UK businesses - including several Specsavers practices around the country - last month's floods were a perfect demonstration that there are some things you just can't control.
As a city centre practice located in a large shopping centre, we tend to be less affected by the vagaries of the weather - if anything, our footfall probably increased as a result of the wet start to the summer. However, no business is immune to changing circumstances. While there will always be the unforeseen and unpredictable, most changes that impact on our industry can be identified and controlled - if you're prepared to keep abreast of your customers' wants and adapt your business accordingly.
Like our store, our customers are becoming busier and busier. They want access to a professional, trustworthy service at a time that's convenient for them. And increasingly, that means weekends and evenings. It's the reason we've been open on Sundays for the last eight years, and the reason we extended our evening trading hours, with the full backing of our local council.
Of course, opening for 10 or 12 hours a day presents its own challenges - our customers, after all, expect the same level of expertise and customer service regardless of what time they visit. The key to this is empowering our staff. We have a strong management team who understand the clinical and retail aspects of the business inside out, not just from an operational point of view, but also 'the bigger picture' - ie what we're aiming for and what our values are as a community eye care provider. Providing our senior professional and retail staff with the commercial acumen and responsibility to take the business forward is a powerful motivational tool. In turn, their enthusiasm and commitment to customer service filters down to all the staff, creating a vibrant atmosphere in which to work - something which customers certainly pick up on.
The rise of internet suppliers has now created a 24/7 trading environment. While we may not be able to control their proliferation, we can certainly control their impact by providing an in-store environment and a professional service that customers want to experience. Yes, consumers are changing, but they haven't changed that much. And the value of good old-fashioned 'service with a smile' must never be underestimated.