The view from the High Street

With increasing pressure from supermarkets and dispense-only online retailers, I have seen a massive increase in the number of customers who come in to for an eye test and new eyewear who want to do a deal. On an almost daily basis I see customers coming in asking, 'What's the best price you can do for me'. This is over and above the great prices I offer in store already. The smart optical retailers during the past 12 months have been ready to do whatever it takes to secure the sale.

However, this should not be confused with customers wanting cheap goods. Customers do want high-end products, such as designer frames and high-value lenses, such as Pentax and Zeiss, but they want to feel that the price they are paying is good value and the best on the high street.