Specsavers differentiates itself from other providers of spectacles by focusing on two key points of difference: (1) affordable pricing and (2) stylish frames.The company, which partners with local optician professionals in the UK and Australia, as well as in Europe, has some 2,000 retail locations. With buying power like that, Specsavers can offer a variety of fashion frames at popular prices. It is also expanding into the niche of prescription safety glasses through a licensing deal with JCB.
The company seeks efficiency of operations to keep costs and prices low. For instance, it is streamlining its information technology arrangements and outsourcing to the cloud. It is also applying the latest manufacturing technology to the products it sells--including sustainable energy to keep Specsavers green.
Among the marketing techniques Specsavers uses is social media marketing on Facebook and beyond. The #LoveGlasses hashtag highlights images and posts that relate to its style credentials, all part of the marketing plan based on Specsavers' positioning of affordability and fashion.
