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New area at Opti to focus on the customer journey

Showcase will focus on the three pillars of the customer journey – ‘Need,’ ‘Buy’ and ‘Use’

06 Dec 2018 by Andrew McClean

Opti will launch a new area dedicated to marketing for optometry that will have a focus on the customer journey when the German trade show returns to Munich on 25–27 January, 2019.
 
The theme will be explored by experts through best practice examples and interactive sessions for practice owners at Showcase in hall C4 of the exhibition.
 
Project manager of the trade show, Bettina Reiter, said: “Our objective is to provide trade visitors with ideas and concrete tips enabling them to move their business forward.”
 
“Opticians should recognise and understand the channels through which customers inform themselves today, the factors shaping their decisions and how they ultimately choose a certain product and company,” Ms Reiter added. 
 
Showcase will focus on the three pillars of the customer journey – ‘Need,’ ‘Buy’ and ‘Use’ – which will be form consultation spaces in the area. 
 
The ‘Need’ space will cover the point at which customers encounter a brand or company for the first time. It will explore show window design, websites, press relations, social media and advertising.
 
Shop concepts, product presentation, employee training and customer service will be the focus on the ‘Buy’ space while the ‘Use’ area will look at customer recommendations, designing newsletters as well as how to organise and moderate a community. 
 
A fourth ‘Strategy’ space will focus on corporate design, market positioning, target groups and product ranges.
 
At the Opti Forum on the Saturday, managing director of the Retail Performance Company, Jan Schemuth, will give a presentation on the customer journey.
 
Speaking about the session, Mr Schemuth said: “Conventional sales, like five or ten years ago, do not stand a chance today. In those days, traditional forms of advertising brought the customer’s attention to a product, who would then come to the shop, receive advice and make a purchase. They now have many more opportunities to obtain information and to eventually buy.” 

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