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Lenscrafters Case Study

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LensCrafters was founded in 1983 by Dean Butler. Butler was a former employee of Proctor & Gamble and managed over the following products, Ivory liquid, Cheer laundry detergent & Folger’s instant coffee. Butler was not the first to come up with concept. The concept was brought up by New Jersey based company called Eyelab. The concept was to feature mall-based stores with mall hours, onsite lab for lens and option to choose from thousands of frames with a same day turn-around. LensCrafters has revolutionized the eyecare industry by capitalizing on the idea of custom crafted eyewear in about an hour. In 1992, LensCrafters surpasses Pearl Vision and becomes one the nation’s largest chain of eyeglass retailers. In 2006, LensCrafters was …show more content…

Most LensCrafters have opticians in a separate office next to the eye glass showroom. Customers can get an eye exam, pick out frames and have the finish product in an hour. They also provided extended warranties for your frames and lens as well. This concept of glasses in an hour gives LensCrafters a competitive edge over most retailers. Most retailers, can only provide you with the option of picking out a frame, but they are not able to fill your prescription for your lenses at that location. Your prescription for your lenses will be sent to an outside lab and returned to the retail store in anywhere from upwards from 4-6 weeks. Establishing a concept and making it marketable is part of having an edge against your competition. LensCrafters operation management affects the customer experience through use of Customer Relationship Management. CRM is used to get insight on customer needs, wants and behavior in order to serve them better. LensCrafters could for example, find out customer needs through questions from their eye exam and/or surveys. LensCrafters can also use a mix of marketing tools like viral marketing, online ads and/or pop-up ads. Having a host of marketing, helps in the increase of customer

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