There is always a base level of business in practice that keeps us busy. After all, people will always need sight correction, changes in vision requiring new lenses cannot be put off and customers break glasses. We are also fortunate that the number of people who need glasses increases with demographic trends, resulting in more presbyopes. So there is a constant stream of business that keeps the practice ticking over.
However, like other retailers we are affected by consumer confidence. Reading the newspapers and listening to the media, I hear about the economic consequence of sub-prime mortgage lending and a fall in house prices. Even if this does not directly affect us as individuals, I am sure many of us and our customers as a result will be more cautious with our spending. Reports from other retailers in the high street appear to confirm this is happening and I get the impression from the media that general retail consumer confidence is low.
Fortunately our experience is that business is good, and customers are prepared to spend on spectacles and to try contact lenses. Long may it be the case.
But even when it is going well, my emphasis is to keep ahead of the game. So how do we make our practice resilient to a downturn in confidence? Simply by delivering great service and offering solutions that will exceed the customer's expectations. I believe optical practice has more scope to do this than any other retail business, as customers are unaware of what we have to offer.
Our practice has a large contact lens base, yet we have many customers who do not ask about contact lenses as they have had unsuccessful trials in the past and could not achieve acceptable vision or comfort. Of course, with modern contact lens design and materials, this no longer has to be the case, but it is up to us to let our customers know. How many patients would be aware of the concept of monovision? It works well for many and when a customer tries it can be a revelation. Another recent innovation is new forms of varifocals for office work, which customers love when they try them.
The bad news is we may not be immune to a consumer downturn in the future. The good news is we are well placed to make sure it affects other retailers and not us!