By Jessica Lim

FESTIVE discounts are the order of the day for The Point Optical, which has 11 outlets across the island. The chain has slashed prices by up to 50 per cent.

A pair of high-index Mona Lisa brand of spectacles has been reduced to $180 from $250. A one-year supply of soft disposable contact lenses now costs $150, down from $180 two months ago.

The chain decided to cut prices in an effort to breathe some life into flagging sales, which have plunged by half in the last two months.

The owner of the chain is Mr Andrew Lim, who has been an optometrist for the past 25 years. He said: 'There is no choice, customers are delaying purchasing and we need to get them to buy more to cover monthly costs like rental and electricity.'

So far, the results have been good.

The outlets combined sell about 70 pairs of spectacles daily, double the number before the discounts were implemented. Still, the sales have cut into already thin profit margins.

'At least we are selling more,' said Mr Lim, with a sigh. 'Now, the customer is king.'

This article was first published in The Straits Times on Dec 24, 2008.

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