As the new decade arrives and the Christmas and New Year festivities are over, thoughts typically turn to what the New Year has in store. This may be on a personal level, from a business perspective or thinking of the greater picture within our profession. Our predictions for the year ahead are overlaid with our goals for the year and probably a few New Year's resolutions.
If history of the past year is anything to go by, 2010 will be another year when the optical market continues to become increasingly competitive. The supermarkets will flex their marketing muscle in an attempt to gain market share based on an aggressive price message. This has been demonstrated by Tesco's recent offer of £10 complete spectacles with a free eye examination and Asda's perceived targeting of Specsavers. While many in the more traditional sector of optical practice may scoff as to the quality of the final product received and the service that is given, the convenience of the supermarket may prove irresistible to many, if only to try the offer without the risk of significant financial outlay. As has been demonstrated in other product areas, the supermarkets are well positioned to enter a market and gain market share using aggressive pricing. This is often done as a loss leader to attract customers or keep them engaged in the total food offering. The effect of then setting lower prices as the norm is easy to see and a warning to all.
With this as a backdrop, our business resolutions for 2010 should centre around how we can provide a clear and strong message to our patients that in avoiding budget offers they will be getting a superior quality of frame, lenses that perform better visually and backed by a wealth of knowledge, expertise and service. We must all take the lead with each and every patient we have to communicate this to them in clear and confident language. Word of mouth recommendation is worth its weight in gold.
Many of us will have indulged during the year, in particular over Christmas, and as a result thoughts turn to personal resolutions, typically getting fitter and becoming trimmer. In a similar vein these are two thoughts that should be taken into account for the New Year by our regulator. The recent retention fees' increase cannot be continued in the future and so there must be plans in place to get the organisation in shape for the future, in the process making it more effective, leaner and fitter. Likewise our professional bodies should be cognisant of the fact that life in optical practice is likely to get tougher and they have to continually think about how they can give value for money to their members.
A Happy New Year to all. ?