31 January 2019
“Why not take the online supply chain to the retailers?” the co-founder of Eden Jones London, Hussain Raza, asked OT at 100% Optical (12–14 January, ExCeL London).
Speaking about what independent practitioners need to do in order to meet the demands of customers who are ordering eyewear online, Mr Raza said: “Bricks and mortar practices need to think like an online retailer, but they are not.”
“People can buy a frame online and then go and have it dispensed in a store. By virtue of it being available, consumers can see it on-screen and have it in two days,” he explained.
He added that independents need to think more conceptually about being an online retailer that deals with real people.
Mr Raza said that many independents are ordering eyewear via conventional methods, which results in stocking a larger inventory. He believes that adopting a method of ordering on a shorter frequency is more efficient.
“Independents need to adopt leaner and more versatile business models when it comes to ordering. They need to be willing to order on a weekly or bi-weekly basis,” he explained, adding: “It can be very ad-hoc and sporadic. They could be running with one or two pieces on the shelf. They don’t need to feel like they have to have lock, stock and everything.”
He told OT that the infrastructure of shipping in the UK and Ireland is “excellent,” which means that fulfilling customer demand is achievable.
Highlighting the pressure put on bricks and mortar practices by online, Mr Raza said that well-known brands are commoditised when it comes to an independent’s perspective.
“The challenge that they have is how do they differentiate their business proposition to the end user other than through customer service?” he concluded.
Speaking about what independent practitioners need to do in order to meet the demands of customers who are ordering eyewear online, Mr Raza said: “Bricks and mortar practices need to think like an online retailer, but they are not.”
“People can buy a frame online and then go and have it dispensed in a store. By virtue of it being available, consumers can see it on-screen and have it in two days,” he explained.
He added that independents need to think more conceptually about being an online retailer that deals with real people.
Mr Raza said that many independents are ordering eyewear via conventional methods, which results in stocking a larger inventory. He believes that adopting a method of ordering on a shorter frequency is more efficient.
“Independents need to adopt leaner and more versatile business models when it comes to ordering. They need to be willing to order on a weekly or bi-weekly basis,” he explained, adding: “It can be very ad-hoc and sporadic. They could be running with one or two pieces on the shelf. They don’t need to feel like they have to have lock, stock and everything.”
He told OT that the infrastructure of shipping in the UK and Ireland is “excellent,” which means that fulfilling customer demand is achievable.
Highlighting the pressure put on bricks and mortar practices by online, Mr Raza said that well-known brands are commoditised when it comes to an independent’s perspective.
“The challenge that they have is how do they differentiate their business proposition to the end user other than through customer service?” he concluded.
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