Patient Loyalty Builds Practice Success
Customers who feel they are getting added value from a product or service delivered by a business are far more likely to remain a loyal customer of that business. This loyalty can be reinforced by the business building a unique identity or differential that sets it apart from the competition and therefore reinforces the customers decision to remain loyal. Building a loyal customer base is central to long-term business success.
One way that a business can build this differential over its competitors and generate greater customer loyalty and revenue is by offering its own distinctive and quality brand or private label. Customers feel attached to the brand and the feeling that they are among the select few who own it, while its exclusivity means the retailer can market the brand and create demand for it.
For many independent optical practices, the opportunity to offer its customers a private label or exclusive brand could complement their existing patient loyalty activities such as personaliSed eye care, subscription schemes, home delivery and remote consultations.
Although desirable for most independent practices, being able to offer its patients a private label remains unachievable. In most cases a smaller Independent Optical business cannot hope to have the high volumes necessary to have their very own Private label which are typically subject to minimum order quantities and are therefore out-of-reach for most small-to-medium sized practices.
However, from April 12th, CooperVision, working with SightCare, will be offering SightCare SPECS members their very own House brand, under the name of cadence. ® Exclusive to SPECS members, cadence ® will be unavailable elsewhere, including online. The cadence ® portfolio will offer patients a comprehensive range of contact lenses and lens care products to suit their routine, lifestyle, budget and prescription, from super-value choices for short wear-times to high-performance lenses for longer days.
The new range will give SightCare SPECS members the ability to stand out by differentiating themselves from their competitors and providing them with a unique product range, protecting prices and margins. It is designed to act like a private label, with potential patient retention and loyalty benefits, but without the condition of annual minimum order quantities. A recent study showed that 29% more private label contact wearers stay with the same retailer for 5+ years and are less likely to switch to an online supplier or change their purchasing habits. What’s more private label contact lenses can also drive spectacle sales with 7 out of 10 private label lens wearers buying their spectacles from the same retailer as their contact lenses.
The cadence® house brand portfolio will include daily disposable lenses, monthly disposable lenses, and lens care solutions. Behind each cadence® label is a trusted CooperVision product (e.g., Biofinity,® MyDay,® Hy-Care® etc.) giving SPECS members the reassurance of a world-leading manufacturer and future-proofing their business by making their patients feel like they are getting a personalised product and service. What is more, cadence® products will be available at the same price as the CooperVision-branded equivalent.
The launch is fully backed up with a comprehensive support package available from CooperVision including a “How to Guide” together with a welcome pack of practice reference tools and patient letter templates, instore promotional support, and a digital banner to build awareness on social media, email, and website. In addition, a CooperVision Business Development Manager will also be available to support practices to make the most of the opportunity.
CooperVision will be running the following 30 -minute introductory webinars throughout April to give SightCare members the opportunity to find out more.
Lunchtime 1.00 pm, 6th April 2021 Book Now
Pre-clinic 8.30am, 7th April 2021 Book Now
Post-clinic 6.30pm, 8th April 2021 Book Now
SPECS, (SightCare Preferred Eye Care Suppliers), the SightCare buying group, works closely with over 70 suppliers of frames, lenses, contact lenses and accessories to help its members and their patients benefit from reduced pre negotiated prices. In addition, for the cost of the small monthly membership fee, the scheme gives members the benefit of SightCare processing invoices and consolidating statements, saving SPECS members time and administration costs. To find out more about SPECS email firstname.lastname@example.org