In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Optometrist chain OPSM and flybuys have announced a partnership. Customers at the franchise's 339 stores will receive a flybuys point for every dollar spent.
Customers will also until the end of the year receive extra points for buying spinach and kale at Coles supermarkets; both foods are high in antioxidants and considered beneficial to eye health.
An OPSM partnership with website I Quit Sugar is also part of the initiative. The website will provide recipes containing spinach or kale which will be distributed at OPSM stores.
The flybuys partnership is part of OPSM's 'Eye Am Healthy' preventative health initiative.
“The exclusive partnership provides customers with value for money and also rewards them not only for shopping at OPSM but also for making the right decisions for their eye health needs,” OPSM vice-president Melinda Spencer said.
In its annual report earlier this month, Coles owner Wesfarmers said that driving targeted marketing through flybuys was a focus for coming years.