Beating Costco Optical on Value (Not Price): The Canadian Independent's Differentiation Playbook
Sell More Frames · Playbook · 18 min read
Beating Costco Optical on Value (Not Price): The Canadian Independent’s Differentiation Playbook
Costco Optical undercuts the independent median by roughly 25% on like-for-like dispenses. Independents can’t match the price floor. And they don’t need to. This playbook covers the positioning, signage, scripts, and service moves that win on value.
Status Full version publishing Q2 2026.
What this playbook covers
- What this playbook covers
- Where Costco actually wins (and where they don’t)
- The structural advantages independents have
- Signage that anchors value without bashing the competition
- The 3-line counter script for “but Costco is cheaper”
- Service moves that build loyalty Costco can’t replicate
- When to actually refer to Costco (and why doing so builds trust)
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