The world is changing rapidly, and this also applies to the direct marketing of specialist opticians. At a time when digitalization has affected almost all areas of life, everyone is faced with the challenge of keeping pace with the latest developments.
Editorial article in Der Augenoptiker, 12-2023
The opportunity for sustainable success
Understanding scepticism
It is understandable that many owners and managing directors are sceptical about digital changes. After all, they have successfully relied on tried-and-tested methods and personal customer relationships for decades. But the world around them is changing inexorably, and these changes offer enormous opportunities for those who are willing to adapt.
It's also understandable that when you hear the words "smart and digital", the first things that come to mind are the long-established methods: marketing newsletters, social media presence, digital appointment booking and attractive websites. In fact, social media engagement, for example, obviously promises success (see AO, issue 10/2023). In contrast, the effectiveness and measurability of marketing newsletters falls far short of expectations, which is not surprising given the flood of newsletters sent to customers. So what other options are there?
Recognizing the need for action and acting
This is exactly what the Heidelberg-based company Bridge of Trust DIGITAL - the specialists for smart customer loyalty - has been thinking about. They asked themselves which opticians' stores would have the best chance of winning over all generations of customers and surviving the tough competition in city centers. A smart and digital customer loyalty system would therefore have to achieve much more than anything known to date! It would have to continue to inspire customers, appreciate them and attract new customers at the same time. It would simply have to help increase the profitability of each individual store and thus secure its future viability.
Easy and smart for the customer
What if the smartphones of each individual customer could simply be turned into a specialist store's marketing tool? What if every customer had access to everything they need to know about their store and their glasses - without the need for an app? What if the targeted marketing messages reached the customer directly and in the customer's (foreign) language? What if everything could be measured and linked together - including the online measures already taken?
For Marco Linsenmann, Managing Director of Bridge of Trust DIGITAL and himself coming from a family of chain stores, this defined the challenge. The result was the smart customer loyalty system BriX FOCUS, specially developed for specialist opticians. The idea: personalized QR code stickers for each case with accompanying online service, or as NFC for the spectacle frames. Either way, without an app! Each sticker is unique, knows the essentials of the glasses, the history and the issuing store. Meaningful direct marketing and infotainment leads your customers back to your store again and again and thus ensures higher sales per customer and recommendations. No subscription, no contract, no additional software or hardware.
The value of a smart customer loyalty system
A smart, digital customer loyalty system can be more than just a technological toy. It can be a valuable resource that future-proofs your business and gives you a decisive competitive advantage. Here are some of the key benefits of implementing such a system:
- Customer loyalty and satisfaction: With digital customer loyalty systems, you can offer personalized offers and recommendations based on the individual needs of your customers. This leads to higher customer satisfaction and customer loyalty.
- Increased efficiency: Digital systems can optimize processes for everyone involved, manage multilingualism better and control customer frequency in the store in your interests. This saves time and money and allows your employees to focus more on the all-important customer service.
- Competitiveness: At a time when online providers and large chain stores are dominating the market, the introduction of digital systems can help your specialist store stand out from the competition and become more attractive to customers.
- Data-based decisions: Digital systems provide valuable data on customer behaviour that you can use to make informed business decisions. This enables you to adapt your product range in a targeted manner and make marketing measures more effective.
Embracing the digital transformation
The introduction of a smart, digital customer loyalty system certainly requires a certain amount of change and investment. However, especially for owners and managers who are sceptical about digital change, this can be an opportunity to prepare their specialist store for the future. It is not a question of abandoning tried and tested traditions, but of supplementing them with modern tools in order to strengthen customer loyalty and make the business sustainably successful.
The objection that (older) customers are overwhelmed by digital methods is also no longer convincing. After all, who exactly is looking after this target group? It is the children and grandchildren who virtually demand digital solutions! The son or granddaughter will certainly ensure that exactly the "right" optician is contacted. Thanks to the individual QR code sticker, all the information about the store, the glasses, the last eye test, etc. is available.
Conclusion
Specialist opticians, not only in Germany, are facing exciting challenges and opportunities. A smart, digital customer loyalty system can help to modernize the industry and meet the demands of the digital era. It's time to put scepticism aside and recognize the value of these systems. The future belongs to those who are willing to adapt and break new ground.
Take the opportunity to explore the possibilities that a digital customer loyalty system like BriX FOCUS can offer you. Your specialist store could benefit from it and ensure sustainable success in a constantly changing world.
Author: Marco Linsenmann, CEO Bridge of Trust DIGITAL
www.bridgeoftrust.digital
