It 'asda be' aftercare

At the risk of further upsetting contact lens-fitting opticians, there is no let up on the pricing front, with Asda now throwing its weight behind online sales of the product.

Under the cheesy headline of 'Online optical prices "Asda be" a sight for sore eyes', the company is now claiming to offer 'Britain's lowest-price contact lenses'. Nonetheless, the example of 'just £56.40 for the equivalent of three-month's worth of disposable contact lenses', actually looks identical in pricing to the Tesco.com offer of £56.40 for a three-month supply of Focus Dailies.

Some of Asda's critics might think that using the terminology of sore eyes in relation to online contact lens sales is asking for trouble, but Asda ticks all the regulatory boxes, including the obligatory explanation of why it will contact the patient's optician if a signed, dated copy of the prescription is not available. Asda added that the online service would be managed by fully qualified opticians and that it would complement the group's existing chain of 80 in-store opticians.

The company is clearly investing in its online business - £7m in its grocery delivery service - and highlights the fact that it recently took pre-orders for the latest Harry Potter book. Therein lies the frustration, that contact lenses have been allowed to be treated as just another consumer item, without any great emphasis on aftercare or future advice.

If ever there were a time that optical practitioners needed to display a friendly, hands-on, caring approach with their customers, it is now. They
need to hammer home the value of contact lens checks and aftercare, and distance themselves from the supermarket price wars.

It is clearly difficult, if well-nigh-impossible to compete on price, so that service and the value of a sustained relationship with customers has to be the emphasis. It's either that, or contact lens fitters clear their shelves of contact lenses and try putting their faith in a product that makes more sense - a fictional children's hero.