Open days boost trade
Four optical practices held events to boost footfall and promote eyecare.
A panel of experts advised visitors on how to get the best vision and style, while the stores ran special offers for frames and lenses. Ellis and Killpartrick Opticians in Cheltenham, Gloucestershire, reported the best single trading day in nearly 30 years.
Neil Vedmore, practice director, said the open day centred around offering appealing product promotions and information. “We offered discounts and upgrades, alongside expert advice from the EssilorLuxottica team around creating a timeless look with eyewear and achieving optimal light protection with photochromic technology.
“The day gave our patients, old and new, the opportunity to try various products at a heavily discounted price. The benefit to the practice was that these patients are now hopefully long-term purchasers of these products at future visits. Many of the sales on the day were from walk-in prescriptions from new patients to the practice, attracted solely because of the promotion.”
Alan Pitcher, commercial director at Essilor Ltd, said: “It is fantastic to be able to support our customers in this way, utilising the power of our brands and our experience within the team. We were delighted to achieve these results, not only in terms of sales, but in the education of patients and PR for the practice.
“The team thoroughly enjoyed getting hands-on with the events and supporting all the eyecare professionals that took part. We hope this is something we can develop and do more of in the future.”
Drage and Tozer Opticians in Sudbury, Sydney Goldwyn Opticians in Shipley and Walters Opticians in Gainsborough also took part in open days.