M&S is launching its popular M&S Opticians service across its UK estate. The service will launch in 55 stores over the next 18 months (by April 2023). The rollout follows a successful trial, during which the service received a customer satisfaction rate of 96% and a customer recommendation rate of 96%. Recent openings at Longbridge (Birmingham), Metro Centre (Gateshead), Hedge End & West Quay (both Southampton), Bluewater (Dartford) and Culverhouse Cross (Cardiff) have already kickstarted the rollout and increased the M&S Opticians footprint to 12 stores, with a further 43 to follow over the next 18 months. All 55 branches will be operated by leading opticians and hearing care provider Owl Optical, part of the Scrivens Group of Companies, with an extensive range of M&S branded and third-party branded frames on offer for customers to choose from.
The M&S Opticians strategy is all about diversifying the customer offer by introducing relevant services that give customers even more reasons to shop at M&S. Furthermore, M&S is able to introduce these complementary services within its existing store footprint, utilising the space available across its vast store estate. The M&S Opticians service is already incorporated within M&S’s Sparks loyalty programme, with local customers receiving targeted M&S Opticians emails, offers and rewards.
This is all part of the M&S strategy to offer a truly omnichannel experience that allows customers to shop the way they want to shop - whether in-store or online. In addition to the physical experience in-store, customers can book appointments online, as well as view, purchase and try on glasses via the innovative ‘virtual try on’ tool.
Sacha Berendji; Group Property, Store Development and IT Director at M&S said: “We know our customers trust us to deliver first-rate specialist services – whether it’s a suit-fit for a big occasion or a bra fit appointment with one of our expert colleagues – and M&S Opticians is just the latest example of this. Feedback from our trial showed that customers loved the convenience of having an Opticians within our store, and we’re really excited to be introducing the service to more stores across the UK and giving customers even more reasons to shop at M&S.”
Nicholas Georgevic; Chairman of Owl Optical said: "Following a very successful trial, we are extremely excited by the expansion plan for M&S Opticians over the next 18 months. Working in partnership with M&S, we aim to offer a market-leading optical and hearing care service across the whole of the UK - spanning M&S glasses, designer brands, sunglasses, and our comprehensive hearing care customer proposition. We’re particularly looking forward to growing our M&S Opticians team to deliver this plan and are actively recruiting eyecare and hearing care professionals as well as front of house and back-office staff.”
