LensCrfaters Case Study

Assignment 1: LensCrafters Case Study

Cletajo Hollingsworth
Professor Brian Collins
BUS 430 Operations Management
2 November 2014

LensCrfaters Case Study

LensCrafters is perceived to be the best above the rest. They offer the current brands and
have flexible payment plans available such as see now, pay later. Which allows the customer
to spend their money on a budget which is not available at most other optometric places.
LensCrafters has an onsite optometrist which means there is less confusion and more of positive
experience for their customers. LensCrafters provides the customer with a personal consultant
who shows the customer the process of an eye exam up until they choose a frame suited just for
them. LensCrafters has a slogan summarize their commitment to their customers. Bring your
looks into focus at LensCrafters, we look at your eyes from every angle, from the frame that
reflects your style to the lens that helps you see. When we craft your eyeglasses, theyre crafter
for your prescription, your face, and the way you see. So theyre not just the best eyeglasses,
theyre your glasses. (LensCrafters, n.d.)
LensCrafters has always shown commitment to the eyes by focusing on taking care of the
customers eyes. They strive to improve their process of eye car with great customer service,
honesty, and a willingness to have new software which helps them to maintain a competitive
edge. LensCrafters customer benefit package design is integrated into a set of goods and services
such as eyewear and a one hour eye exam which is of equal importance. LensCrafters has
developed a brand of recognition which they are widely known for across the United States.
They provide convenient acess for eye exams, modern frames and lenses, one hour services at a
competitive price with a thirty day guarantee with their fashion and luxury eyewear.
LensCrafters opened its first store in 1983. They provided a promise of providing glasses in an
hour was the first in the eyewear industry. By having optometry experts, LensCrafters has a state
of the art optical laboratory. LensCrafters is able to provide a complete customer service

LensCrfaters Case Study

experience for its customers. LensCrafters is the top leader in eyewear with 963 stores and close
to 15,000 associates in the United States, Canada, and Puerto Rico.
LensCrafters has set themselves apart from others by being a frontier for the one stop shop
optometry. Their ability to set themselves apart from their competitors has been a process to keep
ahead. They offer a strong continuous product which out performs their competitor prices,
quality, and quick responses to changing customer needs. LensCrafters components for
competitive priorities include AccuFit branding that offers 5x more precise measurements Get
glasses truly crafted to you. The new AccuFit Digital Measurement System to help narrow
frame choices, find the right lens, and get fitted with glasses crafted just for you. Just one more
way were innovating today to ensure youre seeing the world in greater clarity. (LensCrafters,
n.d.)
Continous sales offer like kids glasses for adults that may not have vision coverage and
AARP LensCrafters branding love your eyes and Youll see were better. (LensCrafters,
n.d.)
Marketing the products that differs from the rest, LensCrafters has onsite optometrist and lab that
no other vision care service can provide. They have a one hour service and offers 90 day
guarantee to the customer who is not 100% happy with their glasses, they can return or
exchange.
LensCrafters mission statement is customer focused by making sure that each time the
consumers are experiencing legendary customer service. Their focus on the customer has
worked well because of their embedded organizational culture, the reality is that you cannot have
employees offer legendary customer service if they are not a believer of the product and a
promoter of the company as the Best Place to work

LensCrfaters Case Study

LensCrafters store layout is spacious with a professional office dcor. They make sure
that the space is clean and welcoming. The displays are bright and the machinery is kept looking
brand new and top of the line. The stores are located in area with high traffic such as malls and
where there are large major retailers. The roles of the sales associates vary and training is
extensive that covers technical and managerial responsibilities. The sales associates are prepared
to deal with issue that revolves around service upsets and to turn a possible detractor to a
promoter. Lens Crafter has set the percent that the customer is not left wandering in the store
they are greeted once they enter the store and receive full service treatment from the eye exam to
the customization of their lenses to the fitting to make sure that the glasses exceed their
expectations.
Lessons that LensCrafters case demonstrates that other organizations might learn.
LensCrafters has set a high bar for other one stop shop vendors, they have established a
very strong brand that has proven to be consistent and has a proven successful matrix by being
able to truly understanding their market, it was not enough for LensCrafters to know that they
had a good product but they knew that they needed to have a reputation to provide excellent
quality of not just the product but also customer experience. The way that they streamlined the
whole process of what customers hated most about buying glasses which was not an experience
that they wanted but what they needed. So they took an experience and stepped it up to be
similar to a boutique experience with a personal consultant who would walk you through getting
personalized eyewear experience versus a product that was mass produced as a one size fits all
experience.
Although the Optical market is saturated , LensCrafters which is now one of many subsidiaries
of Luxottica who owns pearl vision, sears and target optical and many more. They have managed

LensCrfaters Case Study

to still maintain their difference and continue their growth by diversifying their marketing to
include online advertisement that includes pop-up ads. Their viral marketing technique
encourages users refer friends and family. LensCrafters unique culture feeds into, their service
mentality based on their ten core values that put customers and employee satisfaction first. It was
best said by the Founder of LensCrafters Dean Butler You have to develop a product a product
that consumers never ask for but when they experience it they think is fantastic! (Eckberg,
2002) If anything can be taken from this case is that having a clear focus and staying engaged
with the market , your consumers and your competitors and sticking to a plan, Lenscrafters stays
focused on the customer experience keeps them the leader in the optical market, the failings of
their competitors is not having a clear focus.
LensCrafters has a software which communicates with the innovations system during critical
times. This software helps LensCrafters gather data for availability status for lenses as well as
what lenses are suggested. LensCrafters also has a tool to help guide the associate through the
sales process. When all of the steps are completed, the steps show a completed process status.
LensCrafters is focused on customer service so they use a centralized database to access the
customers data for specific sales and a benefit for the VISION BeanStore system. LensCrafters
also use centralized reporting which capture sales for each store and post transactions to the
central database. All of this is reported to the home office. This is delivered in adobe acrobat or
in hl format which is available immediately to the LensCrafters intranet. (DataFit, 2010)

LensCrfaters Case Study

References
Collier / Evans. (2013). Operations Management OM 4. 4th Edition. Mason, Ohio: Cengage
Learning
Eckberg, John. (2002, March 11). The Cincinnati Enquirer. Retrieved from
http://enquirer.com/editions/2002/03/11/fin_lenscrafters_founder.html
LensCrafters. http://www.lenscrafters.com
PCMS and LensCrafters Case Study. (2010). Retrieved from
http://www.pcmsdatafit.com/files/casestudy/PCMS_and_Lenscrafters_Case_Study_(US).pdf