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Going toe to toe with huge multi-million-pound corporate competitors is an overwhelming prospect, no matter what industry you’re in. But in the world of opticians and optometrists, there is a certain understanding that the big players take the lions to share of the customer base, and whilst that may be irritating, it’s something that independent companies will have to come to terms with. That doesn’t mean, however, that success isn’t possible as a dedicated indie business. Read on for our tips on growing your brand as an independent optician.
Put The Customer First
The larger a business gets, the harder it becomes to meet the needs of every one of its customers. This poor customer service can really cost a business too, so avoiding negative experiences for your customers will benefit you in the long run. People are making the switch to independent opticians all the time, and often, this is due to wanting a better quality of treatment and care. Help your customers to feel like they matter by providing them with dedicated, unbridled care and build a rapport with them. Eventually, your reputation for exceptional customer services will spread, and having a great public opinion for your practice will serve as a great foundation for your brand.
Keep Up With Trends
It can be tempting to choose cheaper options for your stock, but supplying your customers with a wide range of options to suit their needs and wants is the optimal choice. Offering a selection of designer frames is ideal but remember to not fall behind with what’s popular. You’ll be surprised at how many customers will be clued up on the brands that are in right now. Work with a quality, professional optical frames supplier such as International Eyewear. Having a supplier that is dedicated to sourcing high quality, sought after frames is a great way to boost customer opinion.
Find A Good Location
Offering your services somewhere with limited access to competitors, especially larger chains, is a great way of capturing a portion of the market. On the reverse of that, setting up in the centre of a large metropolitan city will open you up to sheer numbers of people, many of which may be searching few a new indie optician. You’ll have to weigh up what specific demographic you’re searching for and figure out the best option for you. Ideally, you’ll want to at least identify locations that you should avoid, such as places with an abundance of competitors with lower populations.
Innovate
Thinking up new ways to attract customers, especially in ways that nobody has done before, is the best possible way to make your brand stand out. When opticians began working with audiologists and offering hearing tests, many jumped on the bandwagon, understandably. Always remember that two brains tend to be better than one, so open the floor for your team to think up some great ideas. If you can all figure out an innovative service that will give people a reason to visit you over any other, then you’ve accomplished this step. Otherwise, the second-best option here is to make sure you offer as good a service as your competitors until you figure out a way to get the edge on them.
