Simply put, the more information you know about your customers the more you are able to offer a better standard of care, personlisation and customer convenience.

You can provide a better service, send health information relevant to them, inform them of your offers, promotions and services and keep them up to date with news about your pharmacy.  This will increase loyalty and also increase your profits as the more you know about a customer the more you can sell to them.

Once registered with you and regularly transacting through your site, they are much harder for a competitor to take away.  This is IMPORTANT as there is a building threat to the independent sector coming from circling big businesses - see how can this help protect me from threats to my business?

More information on your customers adds real value to your business.  As prescriptions become less profitable, the valuation of your Pharmacy will change from being based on prescription turnover to being based on the potential value of each customer in terms of retail transactions and services that can be provided, in addition to the prescription turnover per customer.  If you ever decide to sell, your customer base is there and easily available. The more detail you have on your customers' health, the more value you place on each customer.