New services launched to help independents

Dunelm Optical offering free postage, frames discount and new point of sales materials

15 Jul 2015 by Robina Moss

Dunelm Optical has launched a number of new initiatives aimed at further improving the service it offers to independent opticians.

For the first time in its 46-year history, the supplier of prescription eyewear and accessories now offers free postage and packaging for its all-in-glazed prescription frames.

Promoted as a key selling point, the new offer has been created following feedback from practitioners and also comes with an added value of up to a £2 discount off the frame.

Managing director of Dunelm Optical, Peter Beaumont, told OT: “We’ve listened to our opticians who objected to paying for postage, and responded with this new incentive. The convenience of ordering a frame and prescription from one place, free of charge and with a bonus discount, is great for opticians and takes away any previous barriers to ordering.”

In addition, the company has introduced a new selction of marketing materials for practices, including posters, point of sale stands, showcards, brochures.

There is also video footage of Dunelm’s different collections to play on television screens in reception areas, with the aim of inspiring patients with different eyewear solutions. The company’s ecommerce website has also been relaunched so that making orders online is easier and more convenient.

Boosting its operations at its headquarters in Durham, the company has recently invested in new state-of-the-art machinery to significantly speed up the delivery of dry cut lenses available to opticians. This is in line with the introduction of the new ‘Spectre’ lens to its prescription lens offering, a new freeform solution which is said to cater for any prescription scenario.

For more information, visit the Dunelm Optical website.


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