Digital customer loyalty “Brix Focus”
by editorial team, February 23, 2024
Smart direct marketing: The digital customer loyalty system “Brix Focus”, developed by Bridge of Trust Digital from Heidelberg for the eye optics industry, combines data collection on glasses and lenses with all information about better vision and promotions from the eye optics business.
Marco Linsenmann and Marie Stopp at the Bridge of Trust Digital stand at opti (Image: Patricia Perlitschke)
Marco Linsenmann, founder and managing director of Bridge of Trust Digital, has already developed the concept for other industries, such as beauty products or drinks. Now he presented his smart customer loyalty system for opticians at opti.
Digital experiences for analog products
The competition is lurking right next door, newsletters are becoming less effective, the multilingualism of customers is a growing challenge – and differentiating yourself from the competition is becoming increasingly difficult anyway.
The targeted digitalization promises that you will never lose contact with your best customers again „Brix Focus“: It brings customers back to the optician’s specialty store with the digital glasses pass, changing educational content and attractive events.
This is achieved using unique stickers for receipts or invoices, for the glasses booklet or in the glasses case. Also available for glasses chains, pendants or built into the glasses frame (NFC chip), there are a number of options:
- Active dialogue marketing without wastage (push and pull),
- always in the correct national language of the customer,
- always have access to all relevant glasses data and purchase information,
- Infotainment to continuously inspire and retain customers and
- Existing online content (website, social media) is seamlessly integrated.
The customer’s smartphone becomes a marketing tool for the optician. No app, no additional hardware or software is required, the company says.
“Brix Focus” presents the optician’s content on its customers’ smartphones; with branch details and the look and feel of the store. Existing content is linked (e.g. website, social media, appointment booking, customer portal). All content can be adapted and expanded at any time, with changes even affecting stickers that have already been distributed.
Scan or click on the QR code and the design, links and content will be adapted to the issuing branch. Glasses data can be maintained by the store and the customer.
New customers become existing customers
Advantages for the specialist store include: More new customers remain existing customers, more sales per customer and standing out from the competition. And the customer always has optician contact and glasses data at hand, including lost & found support and interactive information about the optician’s tailor-made offers and 24/7 contact person for questions about optics.
Bridge of Trust: Making digitalization easy
Digital transformation involves a huge variety of technologies that is difficult for product manufacturers and businesses to manage. Digital product expansions and customer experiences, disruptive business models and innovative services required a high affinity and expertise with the technologies used. What is also needed is the expertise to realize what is sensibly feasible and not to introduce technology for the sake of technology, says Marco Linsenmann, founder and managing director of Bridge of Trust Digital.
Brix Focus: QR code sticker in the glasses case and thus all data on the cell phone (Image: Patricia Perlitschke)
It is not for nothing that the Old Bridge at the company’s headquarters in Heidelberg was the inspiration for the company’s logo, because the credo of Bridge of Trust Digital is: “We build bridges and thus ensure growth, efficiency and future security with innovation and trust.”
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2024-02-23 10:24:42
#Bridge #Trust #Smart #marketing #opticians
