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Breaking barriers to entry and embarking on a market penetration strategy, VisionExpress have created a fully mobile service to offer eye tests and corrective lenses to people, either to walk in at their convenience as part of a strategy to gather market data on whether or not to open a branch, or to reach out and provide a vital service to rural communities that may not have a local optician.

IC Optical could adopt a similar strategy, enabling access to untapped markets or to increase market share with an ageing population, those in rural areas or as part of a series of events at schools.