The Designer Outlet is an optical practice open to the public, which SA said would enable it to develop, plan and test new sales opportunities and marketing initiatives to support KLVCs (News 03.12.10).
SA managing director Mark Dingley said the centre was ‘a creative think-tank helping KLVCs to focus their business and motivating them to fight-back’. He explained that it could be used to ‘try out the initiatives and promotions’ that KLVCs wanted to test themselves but might be ‘too scared to do so’.
The Designer Outlet will test marketing and sales ideas suggested by KLVC partners and present the data on their effectiveness. Examples of current promotions include a refund on sight tests if a pair of spectacles is purchased and an offer of Kodak digital varifocal lenses as standard in its ‘good, better, best’ deal rather than non-digital varifocals. It also features a testing room furnished with ‘top-end equipment’ including a fundus camera.
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