Optical Store Manager - PowerPoint

							The Times 100
Business Case Studies
Edition 15


                Job roles at Specsavers

                           Specsavers
Introduction to Specsavers

   One of the best known names in optical retailing
       Founded in 1984 – first stores in Bristol and Guernsey
       Market leader in UK - annual turnover £1 billion
       Over 1,300 stores worldwide
   Optical retailing requires clinical (eye
    testing) and commercial (selling) skills
   Specsavers’ culture is about service
       Involves high levels of customer interaction
       Delivers highest standards of customer care
       Depends on its people to do this
Ownership
   Specsavers’ business based on partnership/ joint
    venture model
       Business Owners buy into the Specsavers brand
           Typically two owners per store – one clinical, one retail
           Single initial fee to Specsavers
       Partners trade under the Specsavers name
       Partners take profits from trading
   Supported by Specsavers centralised purchasing,
    IT, finance, legal functions
   Decentralised store structure gives local decision
    making/responsibility
Organisational structure
   Hierarchical structure
       Many layers, long chain of command, (usually)
        narrow span of control
   Flat structure
       Fewer layers, short chain of
        command, wider span of control
   Matrix structure
       Multi-disciplinary, draws people from different
        areas, often project-based
Specsavers structure
   Individual stores have                  Each store needs to
    hierarchical structure                   ensure both sides work
       All layers report to                 together in matrix
        Business Owners                      approach
   Within stores, two lines of                 Ensures effective
    command                                      communication and
                                                 customer service
       Retail
           Store manager >
            Management support >
            Optical Assistants
       Clinical
           Optometrist Director > Lab
            Assistants > Dispensing
            Opticians
Specsavers roles
   Each Specsavers store needs people with wide
    mix of skills and competencies
   Levels of responsibility determined by
       Individual’s levels of expertise and training - e.g.
        Dispensing Optician ensures correct glasses provided
       Activities associated with role - e.g. Optical Assistant deals
        with customer enquiries
   Specsavers puts emphasis on recruiting and
    training highly motivated employees
       Shared vision delivers best possible service
       Motivation enhanced with above-industry pay and benefits
        as well as opportunity for personal development
Professional roles
   Optometrist
       Conducts eye examinations, provides dispensing
        advice to patients
   Dispensing Optician
       Provides guidance on frame and lens choice; can
   Contact Lens Specialist
       Further qualifications required
   Lab Assistant
       Make up glasses to prescription
   Trained hearing test professionals
Retail roles

   Store manager
       Reports to Business Owners
       Responsible for meeting business objectives and
        targets, recruitment and motivation of store team
   Optical Assistant
       First point of contact with customers
       Requires understanding of visual
        defects
       Needs good communication and
        professional manner
Support roles
   Specsavers provides a range of support
    functions including
       IT involves
           Front line support – diagnosing/putting right technical
            issues
           Setting up systems to improve business, e.g. a customer
            database
       Procurement involves
           bulk buying to enable stores to take advantage of
            discounts
   Support roles may be at Head Office or ‘in
    the field’