Retail Evaluation Section 1: Introduction & Retail Environment 1.1- Retailer overview

The retail store we will be evaluating in the following report is Specsavers. Specsavers is a

British Multinational optical retail chain notorious for its expertise in eye health and

fashionable eyewear. The service that Specsavers provides includes Eye health testing and

Audiology testing (Hearing tests). Specsavers also sells a variety of products (high end and

affordable brands) including three types of glasses- glasses, sunglasses and designer glasses,

a range of different contact lenses, hearing aids including batteries and accessories. The

product and service Specsavers provide are available for women, men and children.

According to the Specsavers 2018/2019 annual report, in Victoria, 330 stores are operating

around the state with 86 of those stores also offering audiology services and products since

opening its first store in 2008. (Appendix 1.1)

The firms operate under a joint or shared venture partnership that consists of a partnership

between an optometry director and a retail director. The operation is similar to a franchise

agreement, although a customer will receive the same service if they were to go to a different

branch.

The multi-billionaire success chain was first founded in 1984 by a husband and wife (Doug

and Mary Perkins)(Appendix 1.2). The couple seized the opportunity to change the optical

industry after its deregulation in 1983. At the time patients who needed optical help were not

confident with the service and opticians were dissatisfied with their jobs. As there was not

much knowledge or opportunity on how to own an optical business, a new act allowed the

Perkins’ to be able to change the industry for the better.

Now over 37 years later the optical group has expanded across to Norway, Sweden, Finland,

Denmark, Netherlands, Spain, ROI, New Zealand, Australia and not to forget where it all

began- the UK. The eyewear industry in Australia is currently sought to be one of the most

highly competitive industries, with large scale multinationals dominating and entering new

and upcoming licensing agreements (Passport, Global players dominate eyewear in

Australia), companies such as Specsavers are forced to implement new business strategies

and aim to ensure they offer the best possible experience and value to their customers. The

way in which Specsavers attempts to address the highly competitive market is to ensure they

have the best service in eye health and audiology and to ensure their product range is always

widespread.

1.2- Industry and sector analysis

Competitors Infor: Oscar wylee https://www.oscarwylee.com.au/pub/media/wysiwyg/pdf/Joint_Venture_Partnership.pdf The word Optical is a term used to describe anything to do with the eyes. (eyewear in

Australia, 2019) Eyewear in Australia has expressively grown in more recent times in both

value and volume. With the increase in our aging and elderly population the prevalence of

eye issues has risen. With the evolving dynamics of the optical world it has enforced

merchants such as Specsavers to enforce approaches to meet the needs of the demanding

market.

Above is the Year to Year growth of the eyewear industry in Australia. From this Graph we

can observe trends from 2005 to the predicted trend for 2024. As the graph shows we can see

the industry has both increased and decreased especially from 2011-2017. We can observe

the forecast that shows there is a possibility for more growth over the next 4 years

(2021-2024).

The potential reason why there may be continuing growth for this industry is that with the age

of technology pushing forward, children and young adults alike are constantly staring at

screens that could affect their eyesight, in return means they need opticals to help their

compromised eyes. With the transition of man day to day activities moving to the digital, for

example. Children using Ipads and computer devices rather than worksheets and hard copy

books, there seems to be a higher need for healthy eyes and such spectacles and eyewear are

needed. In Australia with our aging population such as Baby boomers and generation Jones,

eyesight significantly decreases with age, in return more people are needing help with their

eyesight.

This is supported by the industry's breakdown of which eyewear has contributed the most. As

illustrated by the above graph, spectacles related dominate the top 3 followed by sunglasses.

However, this graph illustrates the overall sales performance of retailing. As we can see

Australia’s retailing sector had a year on year growth value of 3.2%. When looking at the

figures for eyewear it appears to be doing well as there is a growth, however when seen it

comparatively with the retailing sector, we can deduce that it is not contributing much to the

economy. If we multiply the growth of the eyewear sector (1.8%) alongside the growth of

retailing (3.2%), we can find the contribution of eyewear is .0576%. This is an indication that

eyewear has not been in the forefront of the growth of retailing. In fact, when compared to

other companies we can see that the eyewear sector is one of the lower impacts and as such is

actually not significant to the retail sector. This could be due to the fact that eyewear is

considered a medical category, as such it caters to a specific need in people that is not

necessarily of the utmost importance to people. There are practises that can avoid damage to

the eye, and as such in comparison to categories such as food, beverages and clothing who

will always have a place in retailing, eyewear does not appeal to the masses.

Performance of Competitors Sunglass hut is a well-known international retailer of sunglasses. Sunglass hut is a part of the

world’s largest eyewear company Luxottica group. As a whole according to statistics

(Company Shares of Eyewear, Passport), the Luxottica group has the biggest share (19.3%)

in the eyewear sector. Sunglass hut comparatively would not perform as strongly as

Specsavers due to the nature of their business. As they specialise in sunglasses, which can be

used for practicality and style, simply does not compete against the amount of people who

purchase spectacles. Spectacles also covers three different categories; spectacles, spectacle

frames and spectacle glass, in contrast to sunglasses which fill up one category. Although

Sunglass hut is a part of the Luxottica brand as mentioned above, the revenue is combined

with all other groups.

OPSM is well known internationally with 400 retail store locations in Australia, New

Zealand, Hong Kong, Singapore as well as Malaysia. It was acquired by Italian group

Luxicotta in July 2004. Similarly, to Specsavers, OPSM offers its customers with three

categories of spectacles, sunglasses and contact lenses. OPSM differentiates with Specsavers

as they provide named brand spectacle frames from Prada, Michael Kors, Vogue, Oakley,

Ray-Ban as well as their own brand products. The contact lenses category offered by them is

also populated by named-brands such as Acevue, My Day, Dailies Biofinity, Pure Vision, Air

Optix, Freshlock as well as their own brand items. OPSM also offers eye test services in

combat with other retailers such as Specsavers. As OPSM is part of the Luxottica group, it

has 19.3 % share in the eyewear sector, however OPSM only contributed to the large share

and was not solely responsible for it.

The family run business Oscar Wylee, entered the Australian market in 2012, with over 50 stores across Australia the fashionable eyewear brand has grown to 15 stores in Victoria. Despite the industry being competitive in 2019

1001 Optical is Australian owned company with 18 retail stores and one kiosk located in

Melbourne and Sydney. Similarly, to OPSM, 1001 Optical also carries named brands such as

Fendi, Burberry, Coach, Gucci, Jimmy Choo as well as their own in-house brands which are

categorised into 1001 Optical, 1001 Classic and 1001 Premium. Optical 1001 also provides

named contact lenses brands to its customers such as Acevue, Air Optix, Dailies, Freshllook

and Strarlen. Optical 1001 also provides eye test services to its customers as well.

Performance reports of 1001Optical are virtually non-existent due to its small size operation

when compared to others in the industry such as Specsavers, Sunglass Hut and OPSM.

However, an assumption is made here as it is a small community provider, it is the

assumption that the organisation has better relationships with its customers when compared to

other larger operational organisations such as Specsavers or OPSM.

A Pest analysis was conducted on the eyewear industry to see factors that are likely to impact

spec savers. For Political factor, the highest totals calculated were for federal funding for

Medicare with a total of 20, Policy and programs to improve eye health services with a total

of 16 followed by import tax increasing with a total of 16 and lastly, changes in safety

regulations and low trust in the government with totals of 12. (Appendix 1.6)

Economic analysis was then conducted. The highest total in this section was Corona virus

affecting the economy with the highest total of 25 followed by rising competition with a total

of 16. Household disposable income set to increase was the third highest with a total of 12

and lastly product discounting with a total of 9. (Appendix 1.7)

Next the social analysis was conducted. Aging population was the highest in this section with

a total of 16. Increasing digital eye strain was the second highest with a total of 15 followed

by alternative vision correction and new contact lenses with a total of 12. (Appendix 1.8)

The last analysis conducted was on technology. Maturity of technology- advanced optical

machinery was the highest total of 20. Changes to retail method and convenience (online)

was the second highest with a total of 12 followed by New CRT lenses with a total of 9.

(Appendix 1.9)

In relation to Specsavers’ competitors, we constructed a positioning map (above) to outline

how their competitors stand amongst each other. Through research we found the general

demographic of consumers of eyewear are focused on how expensive it was and if they

wanted to purchase glasses for medical reasons or fashion. Through this position map we can

illustrate where specsavers sit within their demographic; a more affordable demographic that

seeks to obtain better vision in their eyewear. The closest competitor that illustrates this is

1001 Optical who are aimed at providing large discounts to big brand names while providing

the ability to get any prescription online.

This is in direct contrast to Oscar Wylee who targets a more expensive stylistic branding. The

main reason why we consider Oscar Wylee to be more focused on styles is due to the fact that

they are the only retailer out of Specsavers’ competitors who focus on selling their own

products, rather than selling frames and glasses from other brands. In comparison to their

branding vs specsaver/sunglass hut branded products, they are significantly more expensive.

Within the same realm of fashion, Sunglass Hut is positioned as a cheaper alternative of

fashionable eyewear when compared to other competitors.

1.3- Target Market and Selection

Persona Primary - 10 year old child that needs prescription glasses Secondary- 21yrs looking for driving sunglasses (proper protected sunnies)

Section 2: Store location and Operation 1.4- Store Location

The store location that we are focusing this report from is the Specsavers store on level 1

Fountain Gate, Narre Warren. It is located near the optometry section and fresh produce

section on the left of the shopping centre. The closest stores located near Specsavers are

Woolworths, OPSM and Fountain Gate market. As many typical families that go shopping do

end up going to Woolworths or the market, Specsavers is ideally located as many parents

would be taking their kids in that direction. If they are in need of an eye test, it permits easy

access to get groceries while that is happening, or it also permits ease of convenience as they

are passing that direction regardless. Within 50m there is also the escalator that leads to the

rooftop parking, which is one of the busiest car parks in the shopping centre. This suggests

that it is generally easy to find the store should new consumers come into the shopping

centre.

Narre Warren is an up and coming suburb as many families are moving away from the city

nowadays and being a suburb with a Westfield shopping centre as one of the largest shopping

centre companies in Australia, holding 6/10 of the largest shopping centres across Australia

appendix 1.3. it is ideal for young families to move into. The demographic in Narre Warren

as a suburb are young adults to young families. This demographic is a large focus for

Specsavers, as they are positioned as a less expensive, medical optometrists, which may help

families look for ideal medical eyewear without spending as much money as if you were to

shop for Oscar Wylee. As seen in appendix 1.1, the store front at the moment we analysed it,

had a long banner talking about a 30% discount promotion which would appeal to consumers'

monetary value as the general demographic of people living in Narre Warren earn less than

Melbourne central.

Similarly, the online store of Specsavers follows the focus on monetary value, as shown in

appendix 1.4, shows the promotion of the 30% discount. Specsavers can be seen as up to date

with the times, as there is a banner that indicates they are still open following the Covid-19

pandemic, followed by saying they are “here to help” indicating they will assist with your

hearing and eyesight. The site follows a traditional format with tabs at the top in order to

navigate to the pages necessarily. This is followed by a green “Book an Appointment” which

stands out from the white backdrop of the website. This illustrates emphasise the importance

of appointments and even as you navigate the pages you are able to choose by suburb to

locate the closest store for yourself. As you scroll down the websites, you are able to view top

popular products Specsavers sell such as brands, and their other audiology services.

When booking for an appointment, Specsavers gives you the option of using your postcode or

current location if you were using your mobile devices. It gives you options of your closest

stores with their distance away from you. Following this, there are two options of

appointment types (eyewear, contact lenses) and allows you to choose the date and time for

your convenience. All that is required are some identification details such as Date of birth and

full name.

If purchasing glasses, in reference to appendix 1.4 you are able to see the brand, pricing, any

promotions and the ability to use your camera to try it on. This feature is especially handy as

many consumers often think about the styling of the glasses and how they appear on them, by

allowing to see yourself, using your camera, with the glasses it encourages purchases of the

glasses, as this closely ties into a realistic shopping experience as if you were to enter the

store. When choosing to purchase, you are given the ability to enter your prescription in a

very precise manner, to ensure perfect fitment for glasses purchases. To set the expectation,

should the online store be unable to fulfil your prescription, then they give you an apology

and an option to visit a store, as they are able to fulfil your order. If they have your supply of

glasses, they give you options in terms of lens thickness and lens coating, in which each

option gives you a short summary of the benefits of upselling and paying more. This works as

way to upsell at the point of sale, an effective tool at generating a personalised experience

whilst creating an increased revenue. The checkout basket allows you to add another product,

and select an option if you have a health fund to create a discount for yourself.

1.5- Operations

Specsavers Fountain Gate operate at standard retail hours that retail shops do at Fountain

Gate. This allows shoppers to comfortably visit their store with their shopping, and increases

the probability that a customer that is passing by to do groceries, to pop into the store and

make enquiries. Their staff were all dressed professionally, and each welcomed customers

with a warm smile when being passed by. There was one staff, presumably the optometrists,

who was on a computer desk that looked like she was doing notes for her patients. The

overall store was very neat and did not have any sense of clutter at all, rather they used their

large space to divide the eyewear into multiple sections. As seen in Appendix 1.1, we can see

there is a females, males, sunglasses and children’s section, to allow customers to directly

find which piece of eyewear would suit them. The products were filled vertically with the

pricing at the top, indicating that they sort through the glasses by pricing. Doing this, not

only allows customers to see which glasses are available to them for their price range, but

also gives the staff opportunities to identify the needs of the customer. By letting them lead

the direction of their purchasing decisions, the worker can identify the needs of the customer

and what budget they can afford. In relation to pricing, Specsavers implores a competitive,

bundling pricing strategy. This is evident in their store banners where they offer a

competitive price for 2 pairs of glasses. This is obtained by the fact that many people are led

to believe they need two pairs of glasses, using the spare as a back-up pair, or using it in the

office. Specsavers gives you the ability to buy one pair of reading prescription glasses and

one pair of sunglasses which will cater to many people and is an effective upsell technique

which only Specsavers employs.

Overall the store uses its green colored logo spread amongst natural colors of white and

brown. Unlike its competitor, OPSM, Specsavers looks to appeal to a wider population and

makes them feel welcomed inside making them feel more like a retail store rather than an

optometrist. This is made evident through the contrast of the colors, giving a more natural

warm feel, whereas OPSM uses a much brighter white color within the store. The store is laid

out with the mens section on the right, women and kids section on the left, sunglasses in the

middle, with the sale counter clearly at the back with a large desk. On the left you are able to

see the optometrists and the rooms where they conduct eye tests. Most notably around the

room are many different pictures of their eyewear on models, which may seem attractive as it

associates that beauty can be found when wearing glasses. Following this many banners of

sales are hung around which make it easier for random awareness, as this tactic may be

beneficial for browsing customers who are both in the market for glasses, and have a strong

sense of monetary value. Overall the store exhibits a large open space however does not make

it hard for you to explore the various products they sell. In comparison to their competitors,

they appear more welcoming and less more like a medical area, due to catering to younger

families.

Specsavers being founded in 1984, it has been one of the longest eyewear companies to be

successful across the world. Going by their product releases, updates to websites and

technological advancement, it is fair to come up to the conclusion that Specsavers has

reached their retail life cycle of the maturity stage. This reason why it is logical to assume

they are in their maturity stage is firstly due to their age, being in the retail space for almost

30 years, they are one of the leading eyewear companies, holding 40% of eyewear customers.

They have made technological advancements through their websites such as the ability to test

their glasses online, purchasing online and making it convenient to book an appointment.

However they have assumed to have peaked in the eyewear industry as they try to increase

their range of offerings through the audiology department. This is an indication that within

the eyewear retail, they have reached maturity as they cannot offer any more services than

they already have. Due to their large market share within the industry, it is apparent they are

not on a decline, however should their market share reduce less by the years, then it could be

an indication a decline is on its way. Companies aim to be within the maturity lifecycle as

there is less cost involved in development and more focus on selling to make profits, and as

such Specsavers is in a strong position within the Australian eyewear retail industry.

On the 26th of March, 2020 A mystery shopper experience was conducted in the Fountain

Gate store in order to gain an understanding of the level of customer service that is expected

from the store. We created a preset criteria in order to understand the big picture experience

each individual will get when entering their store. Referring to appendix 1.5, we can see that

categorized by the different steps that involve customer service. Starting with the approach all

the way to after sales, and the closing of sales we rated the team member that approached us

(due to privacy reasons changed the name to Jess). The questions were made with intention to

grasp the workers ability to satisfy the customer, build a rapport and to appropriately measure

the team members' selling skills. As seen in appendix 1.6, Jess got an overall score of 32/35

due to her enthusiasm and helpfulness to the customer. The aim of this mystery shop was to

gauge the customer service out of the Fountain Gate Specsavers score, and by our judgment it

seemed they had been trained thoroughly in their knowledge of eyewear.

Section 3: Digital 1.6- Review of Client website and the 4 competitors.

Specsavers

The websites layout and design are straightforward and easy to navigate to enhance their

users’ ability to browse the site. The site also highlights the offers, promotions and the

contact number for customer services in large fonts for best visibility. The website uses its

signature green and white colour pallet of the company and provides a contrast of black and

white fonts for comfortable reading. (Image 1.6.1)

(Image 1.6.1: Website context and content)

The website also offers multiple images of different products for easier identification by its

users. However, the site does not provide any audio or video presentations of their products

as shown in Image 1.6.2.

(Image 1.6.2: Images of offered products on the site)

The site utilises the shared GPS location of the customer’s device to provide the closest store

available to them as well as clear access to the care team’s contact number to facilitate better

communication between their users. The sites utilise a standardised format and layout which

does not allow any customisation made to it. The user-to site communication is facilitated

only in terms of booking an appointment or placing orders and does not support two way

communication. (Image 1.6.3)

(Image 1.6.3: Booking an appointment)

External site access is not available but sub-domains related to shopping, services, health and

information about the company are available as well as social media links. Online orders and

transactions are available to support commercial transactions on the website. The user have

the options of VISA and Mastercard for their online transactions.

OPSM

OPSM’s website is highly clustered with information filled into a single page, making it

uncomfortable to navigate. The site uses standard size font for the headlines and the text

utilises the OPSM’s label colour palettes of white, blue and green to provide contrast and

differentiate the multiple sections. Sounds and videos are unlike Specsavers, also absent from

the site. (Image 1.6.4)

(Image 1.6.4: Front page of OPSM website)

The website does not support user-to-user communication or the option to post reviews and

ratings for the products which other users can follow. Similarly, OPSM’s website does not

have the option for customisation but does provide the user to save specific products to their

favourite list or in-cart for later purchase. The site also provides an easy to use filter for users

to easily locate their desired options for their product as shown in Image 1.6.5.

(Image 1.6.5: Add to cart and product filter available)

Site-to-user communication is provided through individual logins and e-mails, user-to-site

communication as well as two-way communication are not supported. No links to other

websites are present but the sites does provide options to connect to Facebook and Instagram.

(Image 1.6.6)

(Image 1.6.6: Social media link and multiple payment options)

The site also supports additional payment options of American Express, PayPal and Afterpay

from the choices of Visa And Mastercard by Specsavers as shown in the image above.

Oscar Wylee

The design for the website maintains a very soothing and aesthetic colour palette with well

structured and segmented positions for easy navigation of products and services by the user.

The text is kept in simple black and white with large bold fonts with pictures that are

well-defined and large for good visibility. (Image 1.6.7)

(Image 1.6.7: Oscar Wylee Website Front Page)

The user is provided with images of the products by selecting their desired options of the

product through the website as shown by the image below. An eye test can also be booked

through the site by the option shown on the top middle of the site.

(Image 1.6.7: Product selection and pictures)

No customisation is allowed to be made to the site as following the example made in

Specsavers. Site-to-user communication is supported through the mailing subscription option

through the provision of contact and mailing details by the user. Limited user-to-site

communication is provided through the online booking of an eye-test and two-way

communication is not supported on the website as well. Online transactions are also

supported by the site through the usual service providers.The organisation’s social media link

is provided through the site but no other external sites are available. Images sent by their

customers with their products were available for other users to view on their website. (Image

1.6.8)

(Image 1.6.8: Social media images of customers with the products and subscription signup option)

Optical 1001

The site is up to date by flashing all current sales and discounts in the front layout.

Segmentation in categories in terms of offers, best-selling products and users preferences are

present. The font for the text used is big and comfortable for users to read and navigate with

the colour palette of black, white and different shades of blue as the website design. Minimal

images were used and as such, it is more text-oriented with the video and audio aspects not

present. (Image 1.6.9)

(Image 1.6.9: Optical 1001 website front page)

The site follows the trend of providing online payment to their users through the usual

payment service providers as well. Optical 1001 provides a unique option of a blog through

their website where users can read about other user’s experience as well as some tips about

their products as shown in Image 1.6.10.

(Image.1.6.10: Blog of users accessed through website)

The site also provides the option of signing in and saving the desired products for later

purchase. Site-to-user communication is supported through pop-up ads and user-to-site

communication communication is supported through subscription options, social media

connections and customer care contact. (Image 1.6.11) Two-way communication is also

absent from this site as well as other external links are not directly accessible to the user.

(Image1.6.11: Pop-up advertisement of subscription)

Sunglass Hut

Sunglass Hut’s website design and layout are very trendy and stylish so as to give an accurate

idea to their users as to how the products will fit their choice. It puts a good focus on product

diversity and brand availability. The site heavily relies on images of the product as well as

their advertisements to showcase their products. The text used is the standard black and white

colour to make it simple and clear but chose to use the smallest text font when compared to

other sites. No videos or audio is incorporated in the site, following Specsavers’ trend.

(Image 1.6.12-13)

(Image 1.6.12: Advertisement of product on Sunglass Hut Site)

(Image1.6.13: Product images on Sunglass Hut Site) Social Media links are provided as well through the site. Communication is only done

through e-mails as well as a monthly subscription as shown in Image.1.6.14 which is not in

real time and the only user-to-site communication method available to the user. Users are also

able to post reviews of the products on the site but no further communication between the site

and user exists.

(Image1.6.14: Subscription, social media and email link)

Online payment is also available as shown by the image above through the usual methods. No

personalisation is offered by the site to the user.

Section 4: Developing strategic recommendations 1.7- TOWS

1.8- Recommend Strategies

Bricks and Mortar

Creating specific store outlines for more wealthy areas that have a higher focus on designer brands such as Gucci, Kenzo, Hugo Boss will create opportunities for increased revenue and exposure to luxury brands.

For each store, hire a staff that is trained in fashion advice to give the best fit for customers to build confidence in customers purchasing eyewear for fashion.

Digital

Create a virtual access to your optometrist notes, so that customers can actively view the conditions on their eye, so that they don’t have to find out their prescription before purchasing glasses online

Create a stronger online presence by creating digital marketing in social media such as Facebook, Instagram, Snapchat to increase online stores sales.

Thevisioncouncil.org.2015.[online]Available at <https://www.thevisioncouncil.org/sites/default/files/Q415-Topline-Overview-Presentation-Stats-with-Notes-FINAL.PDF> [Accessed 5 April 2020].

Specsavers.com.au. 2020. About Specsavers | Specsavers Australia. [online] Available at: <https://www.specsavers.com.au/about> [Accessed 5 April 2020].

En.specsavers.es. 2020. History | About Specsavers | Specsavers Opticians | Specsavers Opticas Spain. [online] Available at: <https://en.specsavers.es/about/history> [Accessed 5 April 2020].

Www-portal-euromonitor-com.ezproxy.lib.rmit.edu.au. 2020. Shibboleth Authentication Request.[online]Available at: <https://www-portal-euromonitor-com.ezproxy.lib.rmit.edu.au/portal/analysis/tab> [Accessed 5 April 2020].

Luxottica.com.2018.[online]Availableat:<http://www.luxottica.com/sites/luxottica.com/files/luxottica_group_relazione_finanziaria_annuale_2018_eng_20190410.pdf> [Accessed 5 April 2020].

Luxottica.n.d.Luxottica In The World. [online] Available at: <http://www.luxottica.com/en/about-us/company-profile/luxottica-world> [Accessed 5 April 2020].

Pariona, A., 2019. The Largest Shopping Centres In Australia. [online] WorldAtlas. Available at: <https://www.worldatlas.com/articles/the-largest-shopping-centres-in-australia.html> [Accessed 5 April 2020].

mivision. 2018. Specsavers Celebrates 10 Years In Australia - Mivision. [online] Available at: <https://www.mivision.com.au/2018/02/specsavers-celebrates-10-years-in-australia/> [Accessed 5 April 2020].

Richardson, A., 2020. Optometry And Optical Dispensing In Australia. [online] My-ibisworld-com. Available at: <https://my-ibisworld-com.ezproxy.lib.rmit.edu.au/au/en/industry/q8532/industry-at-a-glance#key-statistics-snapshot> [Accessed 5 April 2020].

McCormack, M., 2017. Consumer Goods (Sunglasses And Fashion Spectacles) Safety Standard 2017. [online] Legislation.gov.au. Available at: <https://www.legislation.gov.au/Details/F2017L01391> [Accessed 5 April 2020].

Boone, L., 2020. Coronavirus: The World Economy At Risk. [online] Oecd.org. Available at: <https://www.oecd.org/berlin/publikationen/Interim-Economic-Assessment-2-March-2020.pdf> [Accessed 5 April 2020].

Vision, P., 2020. Have You Heard Of Overnight Contact Lenses Like Paragon CRT®?.

[online] Blog.paragonvision.com. Available at:

<http://blog.paragonvision.com/blog/have-you-heard-of-overnight-contact-lenses-like-parago

n-crt> [Accessed 5 April 2020].

One group: wear opticals for everything (multi focals) close up and distant- need prescription sunglasses , Might use sunglasses, Reading glasses onlyHEavier uses than light users Section 6: Appendix 1.1 SpecSavers Fountain gate, 2020

(Optical glasses and Optical sunglasses, Fountain gate, 2020) 1.2 Founders of SpecSavers, Doug and Mary Perkins

1.3 Shopping centre size in square metres in Australia

1.4 Online Store

1.5 Mystery shop

1.6 PEST (political)

1.7 PEST (Economic)

1.8 PEST (Social)

1.9 PEST (Technological)