The pros and cons of promotional deals

Since the start of the financial crisis in 2008 British consumers have got used to seeing huge signs in shop windows promising the latest promotion or discount to tempt them through the door.

Eight years on and despite a much vaunted economic recovery and concerns that widespread promotions have been responsible for battering business margins, deals and offers are still prominent across all sectors from clothing chains to pizza restaurants.

But what are we seeing in the optical sector? Do independents view promotions as a positive way of attracting much needed custom or as damaging to the bottom line?

It seems, on first glance, that opticians are welded to promotional strategies. Just a quick internet search for ‘optician offers’ reveals a free eye exam at Tesco, two for one pairs of glasses from £69 at Specsavers and a £10 eye test offer from Scrivens Opticians.