Pearle prolonged its “all frames for 39 euro only” promotion until the end of June. At Eyewish you will get a 50% discount and even 100% when you decide to buy two pairs of glasses, even if you do so with two people. Frames for free, it can’t get cheaper. Specsavers offers glasses for 79 euro with a second one for free. Eyes & More charges 100, 60 or 40 euro. At Hans Anders you pay 55 euro and at Eyelove only 49. Online you can find a pair of glasses complete with lenses for only 39 euro. What should be the answer of the independent optician? First of all: sell other brands as the discounting chains do and make sure your collection of eyewear and lenses simply can’t be compared. Put your cards on quality and innovation for a honest price and communicate in- and out store authenticity, empathy, quality, passion and love for your work. And most of all, choose emotion instead of rational arguments. Simple? Not at all but certainly effective if the execution is perfect!
