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Spec-tacularly simple prices

Asda announces one complete price for glasses whatever your prescription

Asda is launching a new common sense pricing commitment to help customers save money on their specs. From tomorrow, customers will be able to buy single vision specs of any prescription for £50 for standard frames and £70 for designer frames, with no hidden extras.

Whilst high street opticians lure customers with the promise of a bargain, all too often customers are left with an eye-watering bill for ‘add ons’ such as thinner lenses, anti-scratch or anti-reflective coatings and adjustments.

This clear and simple price is announced as new research from Asda shows a shocking 45 per cent of glasses wearers cite cost as the biggest barrier to updating their glasses and prescription, with the average person spending a staggering £150 on their specs.

Conversely 42 per cent of the same shoppers suggested that a fair price was anything less than £100.
So customers won’t believe their eyes at the deal available at all 84 Asda opticians with 630 frames to choose from.

Nik Langrish-Dixon, head of optical at Asda comments: “Whilst other retailers’ headline prices may sound good in theory, the reality is that nearly 85 per cent of their customers don’t get their glasses at this price and end up paying way more. You could go in expecting to pay £25 for a pair of glasses but, depending on your prescription, could easily end up shelling out over £200.”

“We are offering customers a guiding light by offering a flat price for a pair of specs no matter what their prescription – no hidden extras, no nasty surprises.”

In an industry first, Asda is including an anti-reflective coating on all glasses bought from its in-store opticians which the market leader, SpecSavers, currently charges an extra £30 for. This follows the supermarket’s move to introduce anti-scratch coating as standard for the first time back in 2007.

In addition to the £50 glasses, Asda will also be offering glasses with designer frames for just £70, and two pairs of standard or designer glasses for £90.

All shoppers need to do to find their nearest Asda optician is visit for a store locator.

Posted in Press Centre on 18 October 2009