Here is just an idea that could work to compete with online opticals pricing.

Chains have a much larger purchasing power, while the *Dispensing Opticians* have a relatively higher overhead, because of the service they provide at a convenient local location.

*On Line opticals* have the purchasing power and a relatively smaller overhead, because they provide no personalized service, and provide waylower selling prices.

The consumer does not realize that, but is computer savvy and flips his cell phone sitting on a bus, or the toilette, to access information.

If the local **Dispensing Opticians* * could decide to change their charging system into separate items :(example, taylor details to your own needs )

1) charge for the glasses sold = cost plus 30% markup

2) charge for the service = 30 %

3) charge for warranty = 15 %

4) charge for various = 15 %
____________________________________________

Total 100% of present selling price at no change to customers

That way the consumer could understand the way of the price calculation, and choose the items, with the professionals selling price, is very close to the online businesses and compete on the same level, but offer the option of getting personalized and itemized service.

There is even the possibility to give service to online purchased glasses.




...........................now open for discussion