review - Specsavers

ANNUAL
REVIEW
2013 - 2014
‘This is, simply, a business that never reaches
its destination. In the pursuit of best value and
an unbeatable customer experience, there is
always more we can do.’
Introduction
2013/14 was another phenomenal year for Specsavers, a year
which saw us make huge progress across the business and lay
some solid foundations for future success.
This review outlines just a small selection of business
highlights from the last twelve months: the initiatives and
ideas that have been delivered by partners and have helped
our business advance.
Throughout the document, we also hear first-hand from some
of our store partners on life at Specsavers. These personal
accounts offer a great snapshot of what the partnership
means for our 2,700-plus store partners. And they are incredibly rewarding to read, as they reflect the
hopes and dreams we both had for Specsavers when we opened the first store some 30 years ago: talented
local leaders who are passionate about their store businesses, their customers and their teams; a retail offer
that continually evolves to amaze customers and exceed expectations; a business that remains nimble in a
constantly changing landscape, seizing opportunities, confronting challenges and never standing still.
We hear from Imogen Hoyle, partner of the Mansfield store in the UK, who says: ‘Quite simply, this is a
people business. The results speak for themselves. We achieved all elements of our annual plan through our
people.’ And Michael Simpson of the Mount Barker store in Australia, who says: ‘The Specsavers support
office is continually working on new ways to improve our service delivery… from customer satisfaction
levels to tracking jobs in real time, they encourage best practice to give our customers exceptional service.’
And Anna-Maria Bengtsson from the Uppsala store in Sweden, who will soon be fulfilling her own dream,
having graduated from one of our partner development programmes: ‘It is my ambition to run my own
store and now I feel ready.’
The Specsavers we are part of today has far surpassed our original hopes and dreams, delivering affordable
eyecare and hearing care to almost 29 million customers in more than 1,700 stores across 10 markets.
But we have always believed in setting ambitious targets, in constantly improving what we do and in
pushing our teams to deliver for our partners and customers across the globe. This is, simply, a business
that never reaches its destination. In the pursuit of best value and an unbeatable customer experience,
there is always more we can do.
We can’t wait to see how much the Specsavers partnership can achieve this year.
Doug Perkins
Chairman and Co-founder
Dame Mary Perkins
Co-founder
Our Vision To passionately provide best value eyecare and hearing care
to everyone, simply, clearly and consistently, exceeding customer expectations
every time.
Our Values Treat people as we would like to be treated ourselves.
Passionate about:
• Our customers – the lifeblood of our business
• Our people – supporting our staff to be the best they can be
• Partnership – at the heart of everything we do
• Communities – giving back to and working with our local communities
• Results – keep it simple, get it done, deliver on our promises
Contents
4
6
10
14
18
21
25
26
28
The year in numbers
Customers
People
Partnership
Communities
Results
Building on our success
The Specsavers Board
Contact details
The year in numbers
Number of stores at end of 2013/14
692
UK
46
ROI
118
Netherlands
112
Sweden
Norway
74
77
Denmark
8
Spain
47
Finland
Australia
292
53
New Zealand
optical
586
138
UK
ROI
10
Netherlands
44
30
110
hearing centres / optical stores providing hearing care services
Total revenue end of 2013/14
£1,070m
UK
£63.7m
ROI
£84.8m
Netherlands
£89.7m
Sweden
£72.2m
Norway
£84.4m
Denmark
Spain
Finland
£4.2m
£29.3m
Australia
£368.2m
£50.5m
New Zealand
ay
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1997
2004
2005
2005
2006
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First store
2008
2008
2007
1990
1984
2,700+
30,000+
15.4 million
380 million
Total number
of partners
Total number
of employees
Total number
of frames sold
Total number of
contact lenses sold
7.8%
1,711
203,000+
% increase on
revenue 2012/13
Total number of optical
and hearing centres
Total number of
hearing aids sold
£
£1.9 billion
Total revenue 2013/14
1,900
1,800
1,700
1,600
1,550
1,500
1,450
1,400
1,350
1,300
1,250
1,200
1,150
1,100
1,050
1,000
950
900
850
800
750
700
650
600
550
500
450
400
350
300
250
200
150
100
50
2013
2012
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
2000
1999
1998
1997
1996
1995
1994
1993
1992
1991
1990
1989
1988
1987
1986
1985
0
Number of stores £ million revenue
04 / 05
Passionate about our customers
The lifeblood of our business
Our kids’ two free pairs offer has just launched in the UK and
the Republic of Ireland and offers children a second pair of
glasses for free, on top of the pair they are entitled to under
the National Health Service – better value and peace of
mind for parents. Also in the UK and the Republic of Ireland,
customers can now get a free pair of glasses when they buy
a hearing aid from one of our stores, representing great
value and a natural extension of our 2 for 1 offer.
Our acquisition of UK domiciliary eyecare business
Healthcall last July has allowed us to extend our best
value eyecare offer to the estimated 1.2 million housebound
people who are unable to visit an optician unaided,
many of whom have been loyal Specsavers customers
for many years. We are introducing the partnership
model into the Healthcall business with more than 30
joint venture partnerships to be put in place by the end
of 2014/15. Healthcall customers can now choose from
a selection of 180 frames and are benefiting from huge
improvements in service, including shorter lead times
for appointment bookings and delivery of glasses.
2013/14 saw us further strengthen our retail offer to
deliver even better value to more customers and ensure
that they return to our stores again and again. We now
have close to 29 million registered customers worldwide –
a real testament to our focus in this area.
In 2013/14 we received nearly 1.5 million pieces of
feedback from customers worldwide through MAZE,
our customer satisfaction survey. This information is
like gold dust. It not only allows store teams to follow
up quickly on any issues a customer has faced but
also offers a big-picture view of our strengths and
weaknesses and has led to a number of initiatives to
improve the service we provide.
Improving and extending our offer
We have introduced some great retail initiatives this year, to
provide a better service and better value to our customers.
Customers have welcomed the convenience of Sunday
opening and increased trading hours in more of our UK,
Republic of Ireland and Australasian stores. The introduction
of fundus cameras across our Finnish and Swedish stores
means we now offer digital retinal photography at no
extra cost to customers in all but one of our markets,
underlining our ongoing commitment to professionalism
and clinical care. In Australia and New Zealand we now
offer free polarising lenses with prescription sunglasses,
offering customers much improved vision and comfort by
providing 100% UV protection and eliminating glare.
In the Netherlands, our ‘no gap’ offer means that customers
with the appropriate level of health insurance cover can get
glasses from Specsavers at no extra cost to them.
Clockwise from top left: point of sale poster promoting our ‘kids’ two free pairs’ offer in the UK
and Republic of Ireland; a selection of images from our designer brands (L-R: Aurora, Replay,
Karl Lagerfeld and Cheap Monday); a screenshot of our upgraded website which has significantly
improved click-through rates from the homepage.
‘This year we welcomed a range of new brands including Aurora, Cheap Monday,
Replay, BOSS Orange, Karl Lagerfeld, Bruuns Bazaar and Collette Dinnigan.’
The digital revolution
Digitalisation is permeating our daily lives and is a
massive opportunity that businesses ignore at their peril.
To meet changing trends and adapt to an increasingly
virtual world, we are revolutionising the way we sell glasses.
This is not just about developing our online capabilities
but also about enhancing the retail environment through
digital technology to make the customer experience
slicker, faster and more enjoyable.
In the UK and the Republic of Ireland, we launched
an online corporate eyecare voucher system in July,
transforming the way eyecare is purchased, allocated
and managed for our business and corporate customers.
Vouchers can now be emailed directly to the employee
and then redeemed at any Specsavers store, either by
printing them off or presenting them on a smartphone.
We also introduced loadable gift cards – a popular and
familiar high-street concept.
We have had great feedback on our new customer journey
in our UK pilot stores, where staff use iPads to greet and
register customers and to talk them through the different
stages of their visit. Precision Care, our three-step process
which is live in Australia, New Zealand and the Nordics,
uses technology to help customers choose frames,
select the best lens options for them and get measured
accurately before the glasses are fitted. This includes the
Digital Mirror, which can take multiple photos of a customer
wearing different frames to help them see how the frames
look in profile and from other angles. In addition, our new
virtual dispensing tool helps staff explain the different
parts of the eye and advise customers on the impact their
prescription might have on their choice of lens.
Focus on frames
Over the last few years, we have invested heavily in our
frame ranges to offer an outstanding choice of brands,
colours and styles at all price points.
Some 17 million people accessed our websites in 2013.
Our research has helped us to improve the overall layout
and design of the site across all markets, including the
addition of new CGI frame photography, a ‘Request an
appointment’ feature and enhanced content for local
store pages. The new look offers a more intuitive
experience with a focus on fashion trends, offers, eye
test and eyecare information, and has significantly
improved click-through rates from the homepage.
We refreshed three of our designer ranges – Osiris,
Quiksilver and Tommy Hilfiger – as well as bringing an
abundance of new styles to our own brand. For kids, we
launched the Disney Princess and Star Wars ranges in all
our markets and the hugely successful Moshi Monsters
brand in the UK, the Republic of Ireland, Australia and
New Zealand.
Our online contact lens ordering system, first launched
in Australia and New Zealand in 2012, is now available
to customers in Sweden. The system has driven growth
in Australasia, increasing market share from 12 to 33 per
cent. Orders have already surpassed 30,000 in Sweden
since it was introduced last June.
This year was no exception, with the arrival of new global
brands Aurora, Cheap Monday and Replay as well as
BOSS Orange in the UK, the Republic of Ireland, Australia
and New Zealand. We also introduced a number of locally
relevant brands such as Karl Lagerfeld and Selected by
Helena Christensen in the Netherlands and the Nordics,
Nordic brand Bruuns Bazaar, Collette Dinnigan in
Australia and New Zealand, and Fineform, a new range of
lightweight frames, in the UK and the Republic of Ireland.
Prescription sunglasses were also a big focus for us
this year, with the launch of ranges from Timberland,
Tommy Hilfiger, Karen Millen, Quiksilver, Roxy and Red
or Dead. The Wall of Sun, a new, eye-catching way of
displaying sunglasses, which is now in all our markets,
gives prescription sunglasses much greater prominence
in store. All this activity has led to a significant increase
in sales of prescription sunglasses year-on-year.
06 / 07
New technologies for lenses
This year, we were the first company in the world to
launch our own-label version of a revolutionary new
contact lens. Easyvision magic, now launched in the UK,
the Republic of Ireland, the Nordics and the Netherlands,
is a new daily disposable – the world’s flattest contact
lens. It comes in ultra-slim foil packaging, which means
less waste and better portability and also makes the lens
more hygienic. When the foil is opened, the outer surface
of the lens always presents first, reducing the likelihood
of touching and contaminating the inner surface.
Ultrapurpose, the first contact lens solution to be added
to our portfolio in more than five years, hit the market
in the UK, the Republic of Ireland and the Nordics in
May. The solution offers new benefits to the customer
by mimicking the human eye – matching the pH level
of tears, incorporating the eye’s natural lubricant and
maintaining beneficial tear proteins. This enhances an
already successful contact lens solution business, which
despatches more than 7.5 million bottles each year.
We launched a new hydrophobic lens coating, Ultra Clear
Super Clean, in our four Nordic territories. Initially offered
with varifocal and bifocal lenses, the coating is quick to
clean and highly scratch resistant. It will be available
with single vision lenses soon. We also launched a new
state-of-the-art ophthalmic lens, the PENTAX Delta HD,
in all our markets. The lens uses innovative technology to
improve performance, regardless of the direction of sight,
making it much more effective at meeting specific wearer
needs, such as wide fields of vision and smaller frames.
Advancements in hearing care
We are making fantastic progress in the hearing care
side of our business in the UK, the Republic of Ireland
and the Netherlands.
From left: new contact lens solution
Ultrapurpose, which was introduced
this year; prescription sunglasses
from the Collette Dinnigan range
in Australia and New Zealand.
The introduction in 2012 of the AQP (Any Qualified
Provider) model for purchasing NHS services in England
has opened our hearing care services up to more
customers than ever before, giving them the choice, service
and convenience they have come to expect of Specsavers.
In 2013, GPs referred 55,000 NHS patients to a Specsavers
store for hearing care, giving us a 28 per cent share of the
market. We now offer free NHS hearing aids through 212
stores in the UK and our like-for-like hearing care sales
(AQP and private) were up 40% at the end of 2013.
We have launched a nationwide campaign in the UK and
the Republic of Ireland to raise awareness of our hearing
care services and the fact that we are the number one
provider on the high street. The campaign includes a
TV commercial, door drops, an offer of free glasses with
every hearing aid purchase and guaranteed same-day
testing and fitting.
In the Netherlands, our share of the hearing care market has
increased from 3% to 14%, in large part down to our bidding
for and attaining preferred supplier status with all Dutch
health insurance companies and extending the rollout of
hearing services across more of our optical store network.
Exceeding expectations
Throughout the year, we see countless examples of
store staff going the extra mile for customers, delivering
outstanding service and care, which sets us apart as a
business.
Like Sarah Burrell of the Albion Street store in Leeds, UK,
who arranged a new pair of glasses for an elderly lady
while she was in hospital and made a 36-mile roundtrip in her own time to fit them. Or partner of our Louis
Nielsen store in Køge, Jesper Eghøje, who took testing
equipment and a range of frames to an elderly man who
had broken his glasses, as he had recently suffered a
stroke and was unable to get to a store. Or Ben Cook,
partner at our Kilkenny store in Australia, who visited
a local kindergarten to teach kids about glasses, following
a call from a mother whose twin daughters had been
teased for wearing their new frames.
And it is when we receive messages like this one from a
customer at the Maidenhead store in the UK that we know
we are getting it right: ‘I have now regained the use of my
eye to the point that it has given me a whole new lease of
life. I am more independent and happier as a result. The
persistence that Farzana showed me and her compassion
for her customers is overwhelming. I will never forget her.’
Dominie Dellow
Rundle Mall store
Adelaide, Australia
‘The February 2013 launch of Collette Dinnigan has
worked magic. The brand name is a real pull for
customers and her Sun Rx range is perfect. Customers
love being able to wear such stylish sunglasses and
correct their vision. Her range is versatile, unique and
daring while being very competitively priced. My team
loves to style customers in her range and most of them
have a pair or two themselves.’
08 / 09
Passionate about our people
Supporting our staff to be the best they can be
When a customer leaves one of our stores, it is not the
cutting-edge testing equipment that they will remember
most, nor the fantastic prices or choice of frames on offer.
It is their interactions with our people and the service
they receive: the friendly face when they first walk in;
their appointment going to time; the professionalism
and expertise of those who serve them, giving them the
reassurance that they are in safe hands.
Our store teams are the face of Specsavers and they are
what set us apart in a highly competitive market. Which
is why it is crucial that they are engaged and valued in
their work, knowledgeable and confident in their field
and supported to be the best they can be.
Focus on training and development
We want working life at Specsavers to be much more
than just a job. We invest heavily in people development,
offering a vast range of courses and opportunities to store
teams across our markets, with the potential to take them
on a full career journey from entry level to partner. These
opportunities cover all aspects of the Specsavers business
from customer service, operations and product know-how
to professional qualifications.
Our new optical apprenticeship scheme in the UK
represents the first step on the career ladder. By the
end of 2014/15, the scheme will have recruited several
hundred apprentices into our stores, making it one of
the largest schemes to be accredited by national
governments. The scheme involves a career development
programme, including completion of the Level 2 Diploma
in Optics, monthly assessor visits, observations, online
learning and courses. Gloucester store partner Paul
Chessell said of his first round of applicants: ‘I was spoilt
for choice. The apprentices are looking for a career in
Specsavers, not just a job. I believe they can be our future
and our succession plan.’
‘By the end of 2014/15, our new
optical apprenticeship scheme in
the UK will have recruited several
hundred apprentices into our stores.’
The new Level 4 Certificate in Optical Dispensing in the UK –
based on the successful Australian equivalent Certificate
IV in Optical Dispensing – offers a solid foundation in
optical theory as well as tips and advice on how to bring
prescriptions to life for customers and advise them in a clear
and engaging way. More than 220 UK staff have successfully
completed the course since its launch in September last year
and a further 275 are currently studying toward a Level 4
qualification, with 100 more to join in April. More than 540
students across Australia and New Zealand are enrolled on,
or have completed, the Cert IV and a fast-track version of the
course has just been introduced. The new Optical Dispenser
programme in the Nordics is tipped for similar success.
In the Netherlands, we have opened a brand new academy
that welcomes a new intake of students each term. They
can go on to become fully qualified opticians through a
two-year programme. Specsavers is the only optician in the
country to offer such a facility and, coupled with the five
MBO programmes we offer through the Deltion College,
it further cements our commitment to professionalism in
an industry that remains unregulated in the Netherlands.
A new online learning management system iLearn has been
launched in all our markets to help support all this and
enable staff to become masters of their own development.
The system allows users to browse and book courses
online, access e-learning via a laptop or tablet and record
their continuing professional development (CDP) points.
It will be central to our learning and development strategy
in the coming years.
To help us measure the success of what we do in terms
of people development and employee engagement,
we now run an annual engagement survey for teams
in our UK and Republic of Ireland stores. Last year, this
led to some great initiatives and changes, particularly
at a local, store level. Ninety-six per cent of stores have
signed up to this year’s survey, which shows fantastic
engagement from partners and a real commitment to
listening to and acting on their teams’ feedback.
Clockwise from top left: one of the 12 test rooms in our new optical
academy in the Netherlands; presentation in full flow at the 2014 UK
Managers’ Seminar in Birmingham; team member offering advice about
contact lenses at our Stockport store in the UK.
Guido van Binsbergen
Nijmegen, The Netherlands
‘The team is very enthusiastic about iLearn. It’s early days
with the system but, as my team becomes more familiar
with it, they will be able to explore their own development.
I am doing the course to become a contact lens specialist,
one of my colleagues is focusing on fashion, another on
dispensing and another will become the varifocal expert.
As our customer volumes go up, training and development
is all the more crucial. We have a clear division of tasks
and with store logic we know our own area of expertise
and how we can help the customer.’
10 / 11
Putting customers first
With more customers visiting our stores than ever before,
customer service remains a key focus for Specsavers.
We launched an initiative in UK and Republic of Ireland
stores to help increase focus on team development
and ensure our store staff – the people who serve our
customers day in, day out – remain a top priority.
The initiative, which helps partners achieve people
development targets throughout the year, has been
a huge success and we are building on this in 2014.
This year, our customer service programme, now running
in the UK, the Republic of Ireland, Australia, New Zealand
and the Nordics, has seen more optometrists and store
partners than ever before coming together to share
ideas for improving themselves, their businesses and the
customer experience. The programme first launched in
the UK five years ago and brings together professional
staff to discuss and share best practice on a range of
customer-related issues, from minimising waiting times
and pre-test dos and don’ts, to clinic management, the
three-way handover and how to use customer feedback.
And the Customer First awards, run across our markets,
recognise and reward team members who epitomise the
Specsavers vision and values, going above and beyond
to serve our customers and exceed their expectations.
Bottom right: speaker line-up at the second ANZ Clinical Conference
in Sydney; front cover of the first issue of Winning Team, a pan-Nordic
publication for store teams; branding for Insight, our employee survey.
Top right: delegates enjoying what was on offer at the 2013 UK
Professional Advancement Conference.
Imogen Hoyle
Mansfield store, UK
‘Quite simply, this is a people business. I fully support
the people plan initiative and use it to drive quality
and consistency through our internal learning and
development plan. The results speak for themselves.
We achieved all elements of our 2013/2014 annual
plan... all through our people.’
Networking events and communication
We use a range of media to keep store staff up to date
and engaged in what they do.
Events are a key part of the communications mix,
providing development opportunities as well as
invaluable time to meet and network with peers and
colleagues from other stores.
Our annual Learning and Development Conference in
the UK, aimed at anyone in store who is responsible for
learning and development, was a great success last March,
with a keynote address from international best-selling
author Michael Heppell. Delegate feedback was fantastic
with one team member saying: ‘Loved all of it, the day was
amazing and I was blown away. Made me feel like part of
the big team not just a number. Lots of great ideas to take
back to store.’ And months of preparation culminated in
our 2014 Managers Seminar in the UK, attended by around
900 store managers, which included an inspirational speech
from former England rugby coach Sir Clive Woodward on
his work with Team GB at the 2012 Olympics.
More than 2,200 Specsavers opticians and hearing care
practitioners took part in our biggest-ever event, the
2013 UK Professional Advancement Conference (PAC).
The conference, which has been running for 18 years,
saw a massive increase of nearly 50% on last year’s
attendance and included a varied agenda of lectures,
workshops and peer discussions, as well as full-day
bespoke programmes for trainee dispensing opticians
and pre-registration optometrists. In addition to the
conference in 2014, we are delivering a series of mini
PAC events across our store regions with the aim of
providing all the benefits of the main PAC on a smaller,
more local scale.
The ANZ Clinical Conference, which was originally inspired
by the PAC, ran for the second time this year and was
hailed another success with around 400 delegates and a
fantastic line-up of industry experts and speakers. Topics
covered included glaucoma, vitreoretinal surgery, genetics
and myopia, and the event provided some great clinical
insights to the team, as well as the opportunity to come
together and network with fellow professionals.
As well as face-to-face communications such as these,
we also produce a range of printed and online publications
in all our markets to keep our store teams informed of the
latest Specsavers news and information.
Our primary channel for store-facing communications is
Connect, our global intranet, now live in all markets, which
offers store staff quick and easy access to operational
information and updates. This year, our Nordic teams
received their first issue of Winning Team, a pan-Nordic
publication based on the magazine of the same name
in the UK, the Republic of Ireland and Australia and
New Zealand. This quarterly publication is produced in
five languages with 80% Nordic-wide content and 20%
localised for each market. It includes inspirational stories
from our stores, Q&As with team members, updates on
retail initiatives and products, and customer letters.
Focusing on support teams
Our business relies on highly engaged and skilled office
teams working behind the scenes to support stores. By
providing partners with first-class business support, they can
focus on what matters most: their customers and their teams.
When we recruit new people, it is critical that we aim for
the right calibre, skill set and behaviours to set us up for
future success. This year, we have reduced our reliance
on recruitment agencies, allowing us to have much greater
and more direct control over the resourcing and selection
process, and are developing our use of social media to
tap into the pool of candidates searching for new
opportunities online.
We invest heavily in learning and development to support
our people to be the best they can be and to provide
the right opportunities to help them develop their skills,
capabilities and their careers. The Specsavers Academy
offers a diverse portfolio of courses and programmes to
improve business skills in our support offices worldwide.
We also offer a range of on-the-job opportunities across
the globe, including mentoring, job shadowing and
secondments and offer funding for professional
qualifications and accreditations.
Support for managers was a key focus for us this year.
Almost 500 managers worldwide took part in a series
of workshops across our support offices aimed at raising
the bar on people management, which we know, through
our annual employee survey, Insight, has a huge impact on
how engaged and enabled employees feel. To supplement
the workshops, we have also added five new management
programmes to our academy and created a dedicated
section for managers on Connect. Our global leadership
development programme continued with a two-day event
in 2013, focusing on how to create high-performing
teams. The Connected Leader, our module for 2014,
is now underway and is designed to help leaders develop
the mindset and behaviours that will facilitate greater
collaboration across the business.
Now in its sixth year, the Insight survey is run in
support offices worldwide and continues to help us
identify our strengths and opportunities and to focus
on specific areas to make Specsavers an even better
place to work. Nine out of 10 of our employees took
part in the survey and our overall engagement score
increased this year to rank alongside the world’s
highest performing companies.
12 / 13
Passionate about partnership
At the heart of everything we do
all delivered with the energy and theatre our Nordic
partners have come to expect. Each seminar focused
on the business plan for the coming year, as well as
celebrating the achievements of 2013/14, a year which
saw customer volumes increase by 10.5% across the
Nordic region and sales increase by 7%.
This year we also held the inaugural Partnership Seminar
in Australia. The event welcomed more than 600 partners
for an inspirational day that covered our ambitious
plans for the year ahead, high-impact workshops and a
motivational presentation on leadership. The partners
also had the chance to view the latest shop fit designs,
optical equipment and upcoming frames.
Specsavers is synonymous with partnership. Our support
teams work with our store partners to provide a range
of business support so that they can focus on driving
forward their businesses, looking after their customers
and leading their teams.
Communication, dialogue and events
Partner communication and input are essential ingredients
for us – we cannot succeed as a business without regularly
engaging and working with our partners on current
activities and future plans. Across all markets we link up
with partners through a full programme of face-to-face
activity, including regular regional meetings, leading
partner forums, annual conferences, partner surveys and
regular user groups.
Our regular regional meetings are central to maintaining
two-way communication and help us remain close to what
is happening in our stores from day to day. They allow us
to update partners on current initiatives, to share plans
and to get their thoughts on a range of strategic and
operational issues. As a result we can react quickly and
appropriately to changes in the market and to customer
needs and feedback.
The regional meetings culminate in an annual partner
seminar in each of our territories. The seminars are an
unmissable opportunity for partners and support teams
to meet under one roof and share business plans,
challenges and opportunities through a mix of
presentations, interactive events and networking sessions.
Our two-day Nordic seminars, delivered in each of
our Nordic markets, were a great success this year.
Collectively welcoming more than 1,000 delegates, the
seminars were packed with information and inspiration,
Our Dutch partners enjoyed a seminar with a difference
this year, with almost 200 visiting a number of stores in the
UK to experience first-hand our vision of the future for our
stores in the Netherlands: market leadership, high customer
volumes, greater staff numbers, large retail environments
and, through all this, exceptionally professional standards
and fantastic customer service. These store visits gave
the partners invaluable insight into how to maintain high
standards as volume grows, and the opportunity to speak
directly with UK partners who are running very successful,
high-volume store businesses today.
In addition to the many networking events on offer
throughout the year, we launched ‘Profit through your
leadership’ in the Nordics, the UK and the Republic of
Ireland. ‘Profit through your leadership’ is a partnerled initiative which first kicked off in Australia and New
Zealand and is designed to get partners together to share
ideas and best practice on improving efficiencies – and
therefore profit – in their stores. It combines a programme
of interactive sessions with regular store case studies.
Ultimately, it is about partners tapping into the vast
pool of knowledge and experience that exists across the
network, to help them advance their own businesses.
As well as welcoming direct feedback, we run regular
online surveys to find out what our partners think. The
partner survey in the UK and the Republic of Ireland,
which has been running since 2009 and is now an annual
event, has proved invaluable in helping support office
teams to identify better ways of working and to continue
to build a partnership-focused culture. The first Partnership
Charter survey was run in Australia and New Zealand this
year to get feedback on the service provided by support
office teams and has led to a number of changes and
developments to improve service to partners.
‘Pathway, our programme that develops future partners from within the business,
has become an international success since it was first launched in 2012 with more
than 120 graduates to date, 30 of whom are now store partners.’
Anna-Maria Bengtsson
Uppsala, Sweden
‘The Pathway programme was really good – very
challenging. I found it especially interesting to get a little
more insight into how I am as a leader and my strengths
and weaknesses. We also had a good overview of the
financial side of running a store. The best thing about the
programme was that we were tested and got immediate
feedback. It gave me a good idea of what it is like to run
a Specsavers store. It is my ambition to run my own store
and now I feel ready.’
Top left: exhibition hall at the 2014
Partnership Seminar in Australia.
Above: four partners-to-be – from the
first wave of UK Pathway graduates –
at their graduation ceremony
in Manchester.
14 / 15
Developing and supporting partners
Developing and recruiting store partners of the future is
one of our biggest business priorities – and with the rate at
which the business is growing across the globe, our partner
recruitment needs have never been so great.
We offer a number of partnership development
programmes to build leadership in our stores and to
develop partners of the right calibre to secure our
future success.
Key to our partner pipeline strategy is the development
of home-grown talent. Pathway, our programme that
develops future partners from within the business, has
quickly become an international success since it was first
launched in the UK in 2012. Now live in all our territories,
the programme is designed to identify and develop our
most promising and ambitious talents to become store
partners of the future. To date, more than 120 have
graduated from the course with around 30 store partners
already in place as a result. There are currently well over
120 people on the course across all markets, with many
more signed up. Development programmes such as
these reinforce our commitment to career development,
wherever our people are on that journey.
We put in place a new retail structure across the Nordics
to provide partners with the backing of a full retail support
team, as in our other markets. And in line with our strategy
to adopt a joint venture partnership model in the Nordics,
we have now successfully launched our first joint venture
stores in Sweden and Norway and have established more
than 20 new dual partnerships. Similar plans are underway
in the Netherlands, where Pathway is really helping to
accelerate the development of our partner pipeline.
And this year we introduced a series of interactive guides
to stores in Australia, New Zealand, the Nordics and the
Netherlands, providing an easy-to-use tool for stores to
benchmark their delivery of the customer journey against
best practice. The guides help stores to evaluate, adjust and
lift their performances in all aspects of customer service.
Reaching more customers
Each year we work with leading partner forums and
user groups to introduce a raft of retail initiatives across
our territories, as outlined throughout the pages of this
review. The development of our retail offer delivers ever
better value to customers, inspires store teams and boosts
partner profits.
Our marketing efforts continue to reap rewards – and
awards – driving more customers to our doors year on
year. This year, we continued to develop our core activity
in direct marketing and TV, radio, online and press
advertising, as well as ramping up our use of social media.
Sports sponsorship has been a huge success for us again,
achieving great exposure at Test cricket matches (including
the 2013 Ashes series), the 2013 British and Irish Lions Tour
and the 2014 Australian Open Tennis Championships.
With customer volumes at an all-time high, it is crucial
that we update and upgrade our stores to ensure
they remain fit for purpose. In addition to opening 49
new stores across our markets, we have reconfigured,
relocated and expanded well over 200 stores. This has
included the creation of more than 175 new test rooms in
the UK and the Republic of Ireland and the rollout of new
in-store graphics across the UK, the Republic of Ireland,
the Netherlands, Australia and New Zealand. We have also
been reconfiguring stores in the Netherlands to provide
separate test rooms for optics and hearing care and have
developed comprehensive plans for an exciting, new refit
of our Nordics stores to wow our customers.
A world class supply chain
In order to ensure partners have ongoing and reliable
access to great value products, Specsavers works tirelessly
to create strong, long-lasting strategic relationships across
its entire supplier base. In fact, our manufacturing and
distribution sites also operate on a joint venture partnership
basis, which means better control over quality assurance
and swifter responses to changing market conditions.
‘Almost 200 Dutch partners visited stores in the UK to experience first-hand our future vision
for Dutch stores: market leadership, high customer volumes, large retail environments and,
through all this, exceptionally professional standards and fantastic service.’
‘Each of our Nordic seminars
focused on plans for the
coming year as well as
celebrating the
achievements of 2013/14,
a year which saw customer
volumes increase by 10.5%
across the Nordic region.’
All our established sites are now accredited with the Carl Zeiss Vision
three-star standard of operational excellence – an unparalleled result
in the industry. And our rigorous quality and service-level guarantees
continue to ensure outstanding service to stores, with less than 0.2% of
glasses now being returned to our sites due to error or failure of quality.
The Specsavers supply chain expanded further this year, with the
addition of two new facilities to help meet the growing demands of our
Australasian business. Lion Distribution, our new contact lens fulfilment
centre in Singapore, opened its doors last November, delivering thousands
of contact lenses direct to customers every day. This will increase to
20,000 a day when the site is fully staffed. A new glazing lab is also now
operational in China, to set us up for future growth.
A new programme is underway to improve how we manage our operational
and IT data, with the main aim of creating a central, global database of
product information that can be accessed instantly. This is hugely beneficial
for stores, as meaningful product data will be available far in advance of a
product launch. Our contact lens data is already live on the system and has
reduced by two thirds the time it takes to launch a new product.
As part of our ongoing commitment to deliver better
value to partners, we conducted a major review of frame
suppliers this year, which has led to a 30% reduction
in the number of suppliers we use. This drives better
economies of scale and keener costs to partners as a
result. Our support teams continue to protect partner
profits by driving down operational costs. We offer
budget holders training and guidance across the whole
procurement process, from sourcing to managing
supplier relationships, to ensure we are getting the
best possible deal at all times.
Michael Simpson
Mount Barker store, Australia
From top: referee strips and branding from the Specsavers-sponsored 2013
British and Irish Lions Rugby Tour; Lion Distribution’s joint venture partner
Kenny Chang checking stock; delegates discussing the agenda at Louis Nielsen’s
2014 Partner Seminar.
‘The Specsavers partnership has enabled huge growth
in our store. Instead of devoting time to marketing,
advertising ideas and recall systems, we can focus on
helping more customers. The Specsavers support office is
continually working on new ways to improve our service
delivery. From customer satisfaction levels to tracking
jobs in real time, they encourage best practice to give our
customers exceptional service. Having a local training
team at our disposal allows us to consistently train staff
and develop their careers. The regional development team
helps us track our business and brings business expertise
and guidance that many health professionals lack.’
16 / 17
Passionate about our communities
Giving back to and working with our local communities
We believe in citizenship and are passionate about
supporting our local communities and national good
causes. We are also committed to supporting eyecare
and hearing care projects in developing countries.
In the past 12 months, Specsavers has raised more than
£2m across the world for charities and good causes.
Our stores support numerous charities and good causes
throughout the year, ranging from very local initiatives
to national charities, including Guide Dogs for the Blind
in the UK and the Republic of Ireland. And our support
office staff are encouraged to give their time to good
causes through our ‘Giving back to local communities’
volunteer programme.
6
Find out more about Specsavers’ community involvement,
as well as our ethical and environmental commitments,
in the Specsavers Corporate Responsibility report, which
is available on our website.
1 We opened two more outreach vision centres in
Zambia to add to the six already opened through our
long-standing partnership with Vision Aid Overseas
(VAO), with whom we aim to provide eyecare for the
people of the southern African nation. We worked with
VAO to help make the vision centres self-sufficient,
contributing £156,000 to this end. Our stores in the UK
and the Republic of Ireland also donated more than a
million pairs of glasses for use in Zambia.
5
1
3
4
2 We raised £260,000 to train 25 puppies for Guide Dogs
for the Blind in the UK, exceeding our target pledge.
3 Our stores and support offices in the UK and the
Republic of Ireland raised more than £682,000 for
various local charities and good causes, including
the Movember appeal, the Lincolnshire and
Nottinghamshire Air Ambulance, the Hampshire Air
Ambulance and Specsavers Children’s Charity.
6 Across the Nordics, we gave an incredible amount of
support to develop eyecare in Tanzania, with Louis
Nielsen arranging seven week-long eye camps to
provide eye tests and glasses to 8,000 people, while
stores in Denmark, Finland, Sweden and Norway
donated tens of thousands of glasses to the project.
4 Specsavers’ charity foundation in the Netherlands,
the Stichting Specsavers Steunt, raised the record
amount of €421,800 (£349,000) for 218 local
charities – almost double what was raised in
previous years.
5 Since launching our Australia and New Zealand
community programme in September 2013,
our stores have raised AUD 380,000 (£211,400)
for a range of local charities, including the Fred
Hollows Foundation, which aims to prevent
avoidable blindness.
2
18 / 19
7 Louis Nielsen sponsored Søren Grotum, the first
blind man to do the Team Rynkeby charity bicycle
race from Denmark to Paris for the Danish Children’s
Cancer Foundation. Our stores also donated DKK
15,000 (£1,700) for Danish children with cancer.
8 As the main sponsor of the Helsinki City Run,
Specsavers Optikko raised €10,000 (£8,300) for local
diabetic family clubs.
9 We provided free eye tests and glasses to homeless
people in Kristiansand and Lillestrøm in Norway.
10 In Sweden, we began a new collaboration with SOS
Children’s Villages and collected more than 6,000
pairs of glasses during a three-week fund-raising
campaign. Stores also sold SOS Children’s Villages
bracelets and raised more than SEK 17,000 (£1,600)
for a kindergarten in Mozambique.
11 Almost SEK 72,000 (£6,500) was raised by
Specsavershanden, a group of volunteers at our
office in Gothenburg, for youngsters in need.
Stephan John-Thomsen
Frederiksburg, Denmark
‘Our eyecare centres make an unbelievable difference
to the people of Tanzania. Over three years, we have
helped about 18,000 people. We have helped adults
who haven’t been able to read newspapers or the
bible and children who are having a hard time at
school because of poor sight. I grew up in Africa, and
it was unbelievable to go back there as a professional
optometrist and be able to give something back to the
people I love so much. It makes me feel very proud to
work for a company where giving back is a core value.’
7
Passionate about results
Keep it simple, get it done, deliver on our promises
It has been another incredible year for Specsavers and,
despite continued economic challenges across our
markets, the partnership has delivered some great results.
Worldwide
• Opening 49 stores
• Achieving a 7.8% increase in group revenue
• Reaching record customer numbers with almost 29
million people now registered with us
• Welcoming around 17 million visitors to our websites
– about 25% more than the previous year
• Winning a plethora of marketing awards, including our
first for a social media campaign
• Attaining Carl Zeiss three-star ratings in all our
manufacturing and distribution sites and outperforming
industry standards in terms of our service and quality,
with store returns due to error or quality issues less
than 0.2%
UK, Republic of Ireland and Spain
• Carrying out 8.6 million eye tests
• Three quarters of our stores in the UK and the
Republic of Ireland enjoying record weeks
• Increasing UK sales in hearing (AQP and private) by 40%
and private sales in the Republic of Ireland by 23%
• Increasing contact lens sales by 6.4%
• Acquiring domiciliary eyecare business Healthcall to
extend our best value offer to even more people
• Being voted ninth for customer service out of 100
big brands in the UK, in a public survey by Which?
magazine and gaining a silver award for the second
year running in Management Today’s ‘Most Admired
Specialist Retailer’ survey, as voted for by other
retail businesses
• Performing well despite tough economic conditions
and increasing our proportion of Spanish customers
to more than a fifth
We have a hearing aid that can
help you see more clearly
Buy a hearing aid, get glasses free
From top: our Seven Hills store in Greater Western Sydney, Australia; point-of-sale from our free
glasses with hearing aids campaign in the UK and Republic of Ireland.
Ask staff for details.
The Specsavers Partnership is the world’s largest privately owned optical group, with more
than 1,700 optical stores and hearing centres operating across 10 countries.
20 / 21
Netherlands
• Achieving 20% growth in customer volume
• Increasing the hearing care business by 53% year-onyear, by becoming the preferred supplier for all health
insurance companies in the Netherlands
• Launching our ‘face of Specsavers’ campaign with
Dutch store partner Tom Kother
• Achieving a number of record sales weeks in 2013,
including one which saw a growth in volume of 69%
against 2012
Denmark, Sweden, Norway and Finland
• Driving customer volume up by 10.5% in the Nordic
region and improving sales by 7%
• Introducing a number of initiatives, including a free
sight test campaign in Denmark to coincide with Louis
Nielsen’s 35th birthday and offering digital retinal
photography free of charge to customers in Finland and
Sweden, leading to increased sales in all four territories
• Surpassing 100,000 registered contact lens customers
• Being nominated for one of Denmark’s most prestigious
retail awards – Berlingskes Detailhandelspris 2013 with Louis Nielsen being judged among the top three
retailers in the country
• Launching our online contact lens ordering system in
Sweden with orders topping 30,000 to date
• Introducing striking frame displays for prescription
sunglasses and designer brands, leading to an increase
in category sales of 39% and 25% respectively
Clockwise from top left: team member fitting a customer with a hearing aid in our Etten-Leur store in
the Netherlands; press ad promoting our market position in Australia and New Zealand; model shot
of our prescription sunglasses; Louis Nielsen promotional flyers celebrating store anniversaries;
Tom Kocher, face of our latest advertising campaign in the Netherlands.
Australia and New Zealand
• Surpassing AUD 15m sales in one week in Australia
and NZD 2m in New Zealand and topping AUD 134,000
in online sales in just one day
• Winning a number of awards including Australian
Retailer of the Year, Australian Retail Employer of the
Year and the Franchise Council of Australia’s Franchisor
of the Year
• Doubling the number of AUD 39 frames on offer,
lowering the price of kids’ glasses to below AUD 100
(2 for 1) for the first time and launching our best ever
designer sale with a range of single pair designers
from AUD 99
• Lifting our market share among health fund customers
to almost 35%
• Increasing our volume share of the contact lens market
from 12% to 33% and opening a new distribution
centre in Singapore to support quicker delivery and
further growth in this area
• Being announced as the number one choice for eye tests
and prescription eyewear in Australia and New Zealand
• Despatching a record 3.2 million orders from our
Melbourne Glazing Services lab
xxxdag xx. måned og serverer kage fra kl. xx-xx
Bestil synsprøve på louisnielsen.dk
eller tlf. 7013 0111
Bestil synsprøve på louisnielsen.dk
eller tlf. 7013 0111
22 / 23
‘Success for us is about the people and stories
behind the numbers – launching exciting brands,
getting savvier online, reaching more customers,
changing people’s lives for the better.’
Building on our success
As we emerge from another tough year for the global economy, it is
with huge pride that I turn the pages of this review and reflect on all
the partnership has achieved.
Together with our partners, we delivered incredible success in
2013/14 and the culmination of this effort and activity across
Specsavers has led to a 7.8% increase in overall revenue, as well as
strong partner profitability across all of our markets.
But we have never defined our success simply through the ringing of
cash tills nor figures on a balance sheet. Success for us is about the
people and stories behind the numbers – launching exciting brands,
getting savvier online, reaching more customers, changing people’s
lives for the better. Each year brings its own challenges but, thanks to
the tireless passion and commitment of our partners and teams, we end the year galvanised and ready
for the fresh challenges and opportunities that undoubtedly lie ahead.
So what about 2014/15? Our markets will, I’m sure, continue to be highly competitive. Our customers will
continue to be demanding – rightly so – and despite improvements in the economy, consumer confidence
remains fragile. As we start our 30th year as a partnership business, Specsavers could not be better placed
to succeed.
In this new world, it is businesses with a strong value proposition – a genuine commitment to be on the side
of the customer – that will prevail. When customers need to get their eyes or ears tested or want to update
their frames, value is at the top of their shopping list – value not only in terms of affordable prices but also
great products and outstanding customer service.
At Specsavers, we prove that great prices need not come at some other cost to the customer. Whatever the
economic weather, we continue to set the benchmark for value, so that our customers get the best possible
deal with no compromise to quality or service. This is all made possible through the Specsavers partnership,
our network of talented, passionate and dedicated store directors, store teams and support teams. It is the
partnership that turns our plans into reality, taking us to new heights and better results.
I look forward to working with partners to achieve more incredible things this year.
John Perkins
Managing Director
24 / 25
The Specsavers Board
Doug Perkins
Chairman and Co-founder
A qualified and registered optometrist, Doug is
responsible for the overall success of the Partnership.
He also has specific responsibilities for driving
professional standards within Specsavers and influencing
the regulatory agenda across all our markets. He and
his wife Mary established Specsavers in 1984 with its
unique joint venture partnership concept and the vision
of making eyecare more affordable. In 2006 and 2012
respectively, he was awarded an Honorary Doctorate
from Anglia Ruskin University and from Plymouth
University. Doug is also an Honorary Fellow of Cardiff
University and of Swansea University.
Dame Mary Perkins
Co-founder
Also a qualified and registered optometrist, Dame Mary
monitors the culture and direction of the company.
She plays an active role on a number of national and
local charities and was made a Dame Commander of
the Order of the British Empire in 2007, as well as being
appointed ambassador for Vision Aid Overseas in 2009.
Dame Mary is an Honorary Fellow of Cardiff University
and was awarded an Honorary Doctorate from Plymouth
University in 2012.
John Perkins
Managing Director
John joined Specsavers in 1998 and worked in UK stores,
operations and the international teams before joining
the Board as Commercial Director in 2003 and thereafter
as Finance Director. In 2007, he was appointed Managing
Director. A qualified chartered accountant with an MBA
in retailing, John spent five years with Deloitte before
joining Specsavers.
Derek Dyson
Group Retail Director
Derek joined Specsavers in 1998 with responsibility
for UK operations. In addition to his responsibilities for
retail advancement across our network, Derek assumed
the role of General Manager of Australasia in January
2012 and, currently based in Melbourne, is leading the
Australian and New Zealand business in its next phase
of development. Before Specsavers, Derek spent 27
years with Tesco, progressing from trainee store manager
to retail operations director.
Nigel Parker
Chief Commercial Officer
Nigel joined the Board in 2006, taking on responsibility
for product development, the sourcing of frames, contact
lenses, spectacles and accessories and for procurement.
Later, he took on responsibility for the group’s commercial
and international expansion activity and, in 2012, assumed
overall responsibility for our Nordic operations, as well
as group manufacturing and distribution. He joined
Specsavers in 1997 from Essilor, the world’s largest
manufacturer of ophthalmic lenses, and became director
of ophthalmic lens development and then director of
commercial development.
Richard Holmes
Group Marketing Director
Richard joined the Board in 2007 as marketing director,
responsible for the development of the brand and for
marketing and PR activities in all countries. He previously
worked for Boots, where he held a number of marketing
roles over 10 years, including being responsible for the
launch of their Advantage Card programme. Prior to this,
he worked for 13 years for Unilever, based in London,
Paris and Milan, focusing on fast-moving consumer goods.
Pauline Best
Group HR Director
Pauline joined Specsavers in 2008 as Group HR Director,
responsible for all elements of people and organisation
strategy and activity across the group. Before joining
Specsavers, she spent 20 years working in mobile
communications, including 12 years with Vodafone,
where she held positions of HR director UK, regional HR
director (northern Europe, Middle East and Africa) and
most recently their global leadership, talent and people
capability director.
Paul Fussey
Chief Financial Officer
Paul joined Specsavers in 2009 and has overall
responsibility for the finance, tax, property, legal and
IT functions of the business. He joined from Boots UK
where he was finance director for the last three years
and also held positions of divisional finance director for
supply chain and shared services and managing director
for Boots’ manufacturing division with operations in the
UK, France, Germany, Poland and the Far East. Prior to
Boots, Paul had various roles at MFI Furniture Group,
including finance director for Hygena, Schreiber and
supply chain.
26 / 27
Contact details
Guernsey
Specsavers Optical Group
La Villiaze
St Andrew’s
GY6 8YP
Southampton
Specsavers Optical Superstores
Forum 6
Solent Business Park
Whiteley
Hampshire
PO15 7PA
Copenhagen support office
Specsavers
Stamholmen 153
4. sal
2650 Hvidovre
Denmark
Tel +45 (0)36 94 4594
Denmark
Louis Nielsen A/S
Indkildevej 2A
9210 Aalborg SØ
Tel +45 (0)70 13 0111
Nottingham
Specsavers Optical Superstores
Cirrus House
10 Experian Way
NG2 1EP
Finland
Specsavers Finland Oy
Neilikkatie 17
01300 Vantaa
Tel +35 (0)810 218 4380
Tel (UK callers) 0845 2020 241
(International callers)
Tel +44 (0)1481 1000 241
Norway
Specsavers Norway AS
Grenseveien 107B
PO Box 0601
Etterstad
N-0601 Oslo
Tel +47 (0)4830 9040
Netherlands
Specsavers International BV
Huizermaatweg 320-322
1276 LJ Huizen
Tel +31 (0)35 628 8311
Sweden
Specsavers Sweden AB
Box 205
SE-401 23 Göteborg
Tel +46 (0)31 771 9800
Hong Kong
Specsavers Procurement
Asia Limited
Unit 1701, 17/F Lu Plaza
No. 2 Wing Yip Street
Kwun Tong
Kowloon
Tel +852 (0) 3719 0000
China
Specsavers Procurement
Asia Representative Office
No. 2163 B/603
Wan Yuan Road
Shanghai
201103
Australia
Specsavers Pty Ltd
The G
520 Graham Street
Port Melbourne
Victoria 3207
Tel +61 (0)3 8645 0700
New Zealand
Specsavers New Zealand Ltd
Unit A, 26 Triton Drive
Mairangi Bay
Auckland 0632
Tel +64 (0)9 475 0250
Partnership opportunities with Specsavers
UK and ROI
Optical – David Martin
+44 (0)7585 307897
Hearing – James Thompson
+44 (0)845 2020 241
+44 (0)7766 498259
Domiciliary – Nick Eaton
+44 (0)7585 983129
Netherlands
Optical and hearing
Robin Loke
Tel +31 61 503 4086
Spain
Jose Angel Moral-Tajadura
+34 637 237320
James West
+44 (0)7879 430844
Finland
Lasse Piira
+358 40 0171 280
Sweden
Daniel Åsberg
+46 702 614 650
Denmark
Karsten Spaabaek
+45 96325103
Norway
Frederik Strindberg
+47 40 92 12 77
Australia and New Zealand
Raj Sundarjee
+61 (0)424 135485
Career opportunities with
Specsavers
specsavers.com/careers
Specsavers
La Villiaze
St Andrew’s
Guernsey
Channel Islands
GY6 8YP
Tel +44 (0)207 2020 241
specsavers.com
Printed on recycled paper
Cover: Specsavers store partners from across the globe.