"Customer Loyalty: Bottled"
The incremental visits that you wouldn’t normally get between eye examinations, help generate relationships and open up conversations that can lead to additional sales opportunities.
GLASKLAR comes in a range of 10 different colours to match your practice branding.
Publish Date: 3rd January 2019
We have incorporated a new printing process for you to personalise you GLASKLAR dispenser bottles in a choice of black or white text. This means that your practice name and logo will be larger and even easier for patients to read in the future so why not update your dispenser bottle for a new look in New Year?
Do you want the dispenser to stand out or blend in with your practice décor? No problem as GLASKLAR has got it covered. The glass dispenser bottles come in a stunning choice of colours in matt or shiny finishes to help you colour co-ordinate with your practice branding.
With colours including blue, red, violet and teal, as well as green, orange, silver and black, they really do create great in-practice theatre and a talking point among your customers.
Publish Date: 3rd January 2019
Here at GLASKLAR we think we have the most cost effective way of driving patient footfall back into the practice in between regular eye exams. The GLASKLAR team believe the return on investment in giving away the bottles is seen in the goodwill, loyalty, referrals and additional purchases generated as a result of patients returning to the practice more often.
‘TELL or SELL’
The FREE refill element is the real driver of patient loyalty and every return visit provides opportunities for you to tell your patients about new eyewear, products or services. It helps build their relationship with your practice, encourages them to try on new styles and hopefully buy new eyewear,, or book appointments, thereby helping your business to grow.
While we leave our customers to decide who they gift or sell a bottle to, it is interesting to observe that we have practices that gift GLASKLAR to every spectacle purchase, through to those who sell every bottle and all options in between. Unsurprisingly then, this created good discussion at our first GLASKLAR Hub meeting.
How GLASKLAR can self-fund
Additionally, highlighting the simple concept of how practices could make GLASKLAR pay for itself also received positive feedback and food for thought at the Hub event.
EXAMPLE: Buy 1200 bottles Sell at £7 each
In this scenario the practice only needs to sell 30%* to cover its initial outlay - that’s just 7 bottles a week!
This leaves 800 bottles to give away at no cost to the business.
Of course if sold bottles are at a higher price the practice could afford to give even more away!
Clearly the FREE refill initiative works, whether the bottle is sold of gifted because the cleaning solution is always free from GLASKLAR. + More importantly, patients return to your practice for additional lens cleaner and NOT the supermarket, pharmacy, or worse, one of your competitors.
It’s also a great referral tool!
The Hub meeting also highlights how GLASKLAR is an excellent referral tool because gifting or selling an extra bottle to the patient for a friend or family member is another way of driving footfall to the practice and gaining new customers.
*based on a bottle purchase of £1.99
+subject to a fair usage policy
Publish Date: 3rd January 2019
Our first GLASKLAR Hub meeting to help inspire our customers was such a success that more are now being planned for next year.
Our free inaugural marketing event was launched in October and shared ideas for improving customer service, driving patient loyalty and increasing patient retention.
It had the theme ‘See You Again Soon’ and was held at Regent’s University London, attracting 20 proactive independents.
Explaining the ethos behind the first event, Director of Marketing and Professional Services, Nick Atkins, explained: “GLASKLAR is an excellent customer retention and referral tool and so it made sense that the next development should be to provide further marketing support to our customers.
We already offer point-of-sale and merchandising support and the idea of complimentary marketing seminars seemed a logical development,” he highlighted.
Memorable Spectacle Collections
At the first GLASKLAR Hub, the guest speaker was dispensing optician Dan Scott, one of the most sought-after eyewear stylists in the UK.
“The fitting appointment is the most valuable appointment you can make,” he told delegates in his presentation, ‘Making Spectacle Collections Memorable Experiences.’
Additional Sales
He explained that done well, that single appointment could result in additional spectacle and accessory sales, improve customer retention and increase referrals. It could also lead to good social media content such as positive reviews.
“The patient’s lasting impression of us and the biggest moment for them is the exciting moment they pick u their new glasses,” he emphasised.
Urging practitioners to capitalise on that excitement, he recommended having a checklist to tick off at the fitting appointment so that potential opportunities were not missed.
Supporting him was Nick who further developed Dan’s theme in his presentation ‘Customer Loyalty: Doing a Good Job is No Longer Enough.’
The event concluded with an interactive workshop during which delegates enthusiastically shared their ideas on maximising patient referrals which are working for them in their own practices.
© 2019 Positive Impact Sales | Design & Development by Diligence Digital
ClearViews Volume four| summer-autumn 2018