OPTICIAN COMPANY

Henry Smith + Hamylton Opticians
Organisation background: (Include a brief overview of who you are and what you do)

Henry Smith & Hamylton are a family based opticians, established in 1887 providing professional eyecare for over 130 years. Registered with the General Optical Council, Harley Street.

As a 3rd generation family run independent opticians we pride ourselves on our unhurried eye examinations, professional advice & friendly individual service.

All our professional staff are fully qualified and expertly trained. Incorporating the latest modern sight test & screening equipment, as well as our impressive selection of designer & fashion eyewear, many are exclusive to our Leicestershire & Peterborough practices.

We carry many independent and unique eyewear brands including eyewear produced using 100% recycled ocean waste, 3D printed eyewear along side our own eyewear collections produced by our sister company, Henry Beaumont.

1. Project Outline
The way in which retail has changed within the past decade & the difficulties that many city centres have faced across the UK, we find more consumers opt to shop online or within a shopping centre environment, automatically visiting high street chains. High street multiples are very good at brand awareness, consistency & although the consumer knows it might not be the best service or quality, they feel reassured as to know what to expect.

The optical industry is seeing one of the biggest and fastest changes in its history. Within the past couple of years, the worlds largest frame manufacturer (Luxottica) merged with the worlds largest lens manufacturer (Essilor). Earlier this year, the group announced they were purchasing ‘Grand Optical,’ who own Vision Express & Tesco Opticians. The Essilor/Luxottica group also own Sunglasses Hut, David Clulow, and Glasses Direct. This alongside the aggressive & strategic domination of Specsavers (who now have the highest market share within the optical industry) has a huge impact on the Independent market.

Independent retailers need to offer a different service to high street chains, to be unique and give a far superior experience & product mix however in doing so does this then become a barrier and in fact cause the consumer to feel intimidated to step through the door?

Multiples are very good at advertising lower priced goods, however the price advertised is very rarely paid as ‘add on’s’ very quickly increase the purchase value. Most Independents are perceived as expensive even though the final price paid between Multiples and Independents are usually similar.

The demographic within Leicester City has shifted to more students and young professionals living in the City Centre and with established businesses moving their offices into the city (IBM, Mattioli Woods, Octopus Energy etc) an increase in office workers. However the big multiples have undercut the Independent market with their corporate packages, this with direct marketing to this demographic, it makes it harder for the Independent to target.
How can we as Independents become noticeable to the demographic within the city? How can we encourage potential customers to escape the bubble of the shopping centres and to explore what the Independent retailers have to offer?
What can Independents do to overcome psychological barriers and price expectations?