Vision Service Group Convention: the results
The Vision Service Group Convention titled “The birth of the glocal optics era” was held May 1 through 3 in the splendid setting of the Forte Village on the Cagliari coast.
Marco Procacciante, chief executive of VSG, opened the convention by immediately highlighting the positive results achieved as a group and, in particular, with the “VisionOttica” premium chain. “In a market that has experienced one of the worst ever economic crises, our group has not retreated. On the contrary, the figures confirm significant success and by end 2015 we want to be the first optics chain for Italian families in terms of renown and market presence”, Procacciante said.
With 922 optical center associates, the Group can boast the receipt of 239 requests and the installation of 172 VisionOttica signs in just two years since its launch, while continuing to expand with about 3-5 new outlets a month. “We promise all VisionOttica associates consistent objectives and the tools to achieve them” - Procacciante underscored – “So much so that even a competitor like Salmoiraghi&Viganò, Vision Services Group’s partner in the Kentral purchasing center, can be turned into added value thanks to a new way of interpreting the market: co-opetition.” Marco Procacciante concluded that the Group is much stronger after the crisis.
The four main points on which the Group will focus its strategies in order to increase business development opportunities for each optical center are image, renown, trust and loyalty. The first, essential structural intervention in these terms was presented by Sergio Perris, VSG marketing and sales director: the creation of a VisionOttica Customer Advocacy Committee composed of 12 representatives, 3 of which for VSG central management and 9 for the network of associate optical centers. “We want to use this tool to create a path shared by the headquarters and associates for directing the chain’s marketing activities”, Perris added. “The ultimate aim is to build a deeper relationship with the final consumer”.
Lastly, quality and training consultant Maurizio Bianchi outlined the professional performance that can be pursued through a suitable training process and with service quality certification.
