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Look after your database for improved marketing and sales.

Look after your database for improved marketing and sales.

Exploiting your database to its full extent means an increase in sales and lower costs regarding the ongoing search for new customers. The job of searching for a new clientele interested in your products and services, possibly via traditional marketing which is costly and difficult to monitor, is decidedly less effective than caring for your existing customers.

This is because an existing customer already knows the retailer/manufacturer and thus trusts in their professionalism and products. A trusting customer who has already purchased something at least once is more likely to return to the same optical retailer and is usually happy to spend more than at the first visit. A person who is not familiar with the optical store must first pass in front of the shop and see the advertising, and then be convinced that this store has something more than the other fierce competitors.
Not looking after your existing clientele from the database, not only means offering inadequate after-sale service to customers, but is also a surefire way of losing potential turnover from these customers.

A good management software package is necessary, not only to find customer records easily when necessary, but also for recontacting your customers for marketing initiatives so that they do not forget about your store. Obviously, marketing does not automatically mean sales, but it certainly leads to sales in a natural manner.

There are many ways to use a well-constructed customer database and generate further sales.
Management software is necessary in order to:

● know your customers and their positioning

● interpret customer needs and understand your market

● plan an improved management strategy for the store and its relationship with customers

● act with targeted marketing strategies, creating and promoting your business value

● monitor the optical store activity and progress with data analysis

To do all of this, it is necessary to insert correct, complete and updated information into the software on an ongoing basis. Only in this way can the database be truly of value, allowing us to use it in such a way that the store can expand, with improved customer relations.

It is, however, important to use a management software that can help us keep the database updated (for example, with warnings when a personal data field is not complete) and which offers easily legible and complete data, supporting us with well-constructed analytical results.

For example, Focus 10 of Bludata Informatica provides the analytical data Summary of sell-out by product type, which offers a series of essential data processing figures of sales in the optical store over a specific period of time: revenue by product type (complete finished prescription glasses, graduated sunglasses, lens replacement, etc.), average discount applied, average purchase, and much more.

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