Supply Chain


If success is a puzzle 


General Optical (GenOp) has developed an Integrated Supply Chain Solution (ISCS) to deliver a competitive advantage to independent optometry, designed with the challenges & the competition of the market in mind.

GenOp’s goal is to give their customers access to the resources, features, and benefits of a retail chain, while allowing them to still maintain control of their independence. General Optical’s ISCS saves time, improves efficiency, increases profitability and helps you deliver patient satisfaction. Implementing the ever evolving ISCS in your practice can help build a highly competitive, efficient and thriving business.



• Automatic download of the GenOp catalogue eliminates data entry in the practice
• Faster stock arrival using the barcode scanner
• GenOp frames are stored for immediate lens fitting at the GenOp premises
• Improved Optomate order screen to streamline the job order process
• Use of the barcode scanner for ordering jobs improves data accuracy and saves time



• Maximise your retail sales potential by maintaining display stock at all times, including your best selling frames
• Improved margins for frame and lens orders enable you to price more competitively, including no charge for fitting on GenOp frames (except for rimless)
• Expand your optical and sunglass ranges without the financial investment
• Access to dynamic and cost effective marketing campaigns that attract new and existing customers
• Eliminate freight charges on frame and lens packages ordered through the GenOp Lab



• Access to comprehensive brand portfolio and online frame library
• Ordering through GenOp allows patients to receive a brand new quality frame with lenses
• Fast turnaround due to supply chain efficiencies
• Free up your staff, to add real value to your business through improved patient care and service
• Position your practice as a contemporary optometry retailer



• Complimentary upgrade for your practice management software to Optomate Online
• Convenient one step frame and lens ordering, minimising order processing and administration
• Track online orders in real time using Optomate Online
• Automatically generate an inventory replenishment report that converts to a purchase order
• Maintain accurate stock on hand levels at all times