Retail Management Solutions (RMS), located in Olympia, Wash., has integrated PharmacistsOnline's RxLoyaltyGenius program with its Star~Plus point-of-sale system (POS). The move is designed specifically for independent pharmacies.

This will give independents a way to secure and strengthen the customer relationship. According to Brad Jones, CEO of RMS, RxLoyaltyGenius is a unique program to customize reward and promotion programs. Pharmacists can reward frequent buyers, identify purchasing patterns, find missing-in-action customers and bring them back, plus have the potential to increase sales per square foot.

"Pharmacists generally make large investments in POS systems and miss a major benefit, which is using the POS data for marketing purposes," Jones notes. With the RxLoyaltyGenius addition, sales data can be automatically uploaded to a central database to create targeted customer lists for cross-selling and up-selling, and then generate and distribute branded postcards and email promotions.

PharmacistsOnline, a division of Living Naturally, LLC, is an online technology provider to more than 3,000 retailers and suppliers in the healthcare sector. In addition to its RxLoyaltyGenius product, the company provides RxWebGenius, a content-driven Web site product.

RMS specializes in POS systems for retail pharmacies, with systems installed in all 50 states.