With all my problems health wise, and especially my eyes, (see The most precious thing in life, sight), and the fact that a pair of my reading glasses had fallen apart, the arms had become detached, and I having had constant reminders in the post to get my eyes tested, I decided to visit my local SpecSavers in Kingston upon Thames.
SpecSavers, although being a very large organisation, with perhaps an outlet in every town here in the UK, have always been good to me, the staff are pleasant, mostly knowing what they are doing, the only drawback is that there seems to be long waiting times, this time almost three hours. OK, there was lots to do.
SpecSavers have a marketing campaign that says “Clear Price is here“.
SpecSavers marketing campaign
It purports to say that you know what you are going to pay for, which is true, you choose the frames at a price, say £99. Not bad for glasses, but, hang-on, add the price of the extras, the special anti-glare, plus the anti-scratch, plus the reaction coating darkening when in bright sunlight, plus, plus plus, and then you get to the total price.
OK, I can cope with that, I passed my maths exam, even if the SpecSavers assistant needed a calculator to work out the total cost three times.
Then there are the offers, “Buy one, get one free“, or “2 for 1“.
I like that offer, as like any modern products, there seems to be a built-in a life span, after which the product dies. In the case of my previous glasses, both arms became unglued and dropped off, this after two years. SpecSavers suggest everyone should have their eyes tested every two years. Strange that my glasses died and needed replacing just on two years. Good job I had a spare pair.
So I ask for a free second pair offer.
Wait, I am told I have to pay for the extras on the second pair.
OK Clear Price, I will not have all the add-ons on the second pair.
I order the new glasses, happy, but the total price not £99, but £287.
When I get home, on the doormat is a flyer, or marketing leaflet for SpecSavers, saying “FREE REACTIONS“, (the glasses go dark in the sun becoming sunglasses). “2 FOR 1 GLASSES“, “FREE EYE TEST“.
SpecSavers leaflet giving ‘special’ offers
I am entitled to free eye tests, so I did not get that or need that offer.
I got 2 for 1, even if SpecSavers only meant the physical glasses and not the add-ons.
What about the “FREE REACTIONS” written the leaflet? I had paid for that, and only for got it for one pair of glasses.
I look at the back of the leaflet. A lovely lady wearing dark glasses, and in bold capital letters “FREE REACTIONS“.
I read on.
“Buy any pair of glasses from our £75 or above and have them fitted with Reactions photochromic lenses at no extra cost………”
So why did I have to pay? It clearly says “FREE“.
Under the article is written “*Conditions apply. See leaflets in-store for details.” in small print.
Because I had taken the 2 for 1 offer, I could not get the FREE REACTIONS offer. This is not what your advertisement says. Sorry, it does in small print, hidden somewhere in your shops.
I hate this type of marketing, it is not “CLEAR PRICE“, it is bad marketing, bad advertising. it is not clear.
Another advertising campaign states, “30% off” for those over a certain age, well I am, I’m 95 (joke) so am I entitled to that offer. No I’m not, I have taken the “2 for 1” offer so the “30%” is not applicable.
SpecSavers, you are hiding the truth, in small print, especially not correct when serving people with possible sight problems. You are getting people into your shops with a promise of an offer, which is has conditions.
I am upset, why would I write this. How many other customers are you loosing by this bad marketing.
Yes, other companies do it and are being told to stop by National Governments and the European Parliament set in law. Companies like Ryann Air and other airlines who advertise, “Fly to XYZ for £10.” But, when you add-on taxes, airport duty, handling fee, baggage fee, and because I did not book six months in advance the £10 ticket is not available, the total cost is greater than a scheduled airline.
Come on SpecSavers, if you say Clear Price, then keep to it.
I would still buy from you and recommend you though.