Conclusion

Maybe you wonder what sets LensCrafters apart from the rest. It's pretty simple, really - our unwavering, never-ending commitment to quality and your satisfaction. Every one of our stores nationwide is ready to cater to your eyewear needs, whether it's new frames or just a simple adjustment. Simply put, we love your eyes. And we'll do whatever it takes to make sure you love everything about your LensCrafters experience from start to finish. With Lenscrafters being the largest optical chain in the nation, they are highly trusted in the world of eyecare. This ranges from exams all the way to eye wear. Lenscrafters is the trusted partner in helping you look and see your very best. That is why if you don't love your new glasses or prescription sunglasses for any reason, you can exchange or return them, in original condition, for a full refund within 90 days of the date of purchase. LensCrafters really cares about your overall eye health and improving your vision. Most of our stores have Independent Doctors of Optometry next door who are licensed to examine your eyes using the latest equipment. Since the independent optometrist and the LensCrafters' opticians and associates are all nearby, we can work together to give you the best eye care quickly and efficiently. LensCrafters has long been committed to quality, as evidenced by the millions of prescription customers we serve each and every year. Every pair of eyeglasses we sell is inspected at least twice before it ever reaches you. And we're always more than happy to re-check them - even after your purchase - to assure you of their accuracy.

Technology

Databases and Data Warehouses:

 A database is a collection of information that you organize and access according to the logical structure of that information.  LensCrafters uses the relational database model which is a series of logically related two-dimensional tables or files to store information.  A relational database is composed of two distinct parts; 1) the information itself, stored in a series of two-dimensional tables, files, or relations and 2) the logical structure of that information.  LensCrafters database includes a data dictionary, primary keys, foreign keys, and integrity constraints.  The employees are responsible for entering customer and patient information into the database.  A data warehouse is a logical collection of information gathered from many different operational databases used to create business intelligence that supports business analysis activities and decision making tasks.  LensCrafters uses a data warehouse because no matter what location a customer goes to, employees are still able to pull up the customer information even if the information was entered at another location other than the one they are at.  A data mart is a subset of a data warehouse in which only a focused portion of the data warehouse information is kept.  Lenscrafters employees are able to use a data mart because sometimes a data warehouse can contain too much information.  Data marts can be created for merchandising, advertising, distribution, sales, marketing, production, service, and accounts receivable.  Data mining tools are software tools you use to query information in a data warehouse.
 
Hardware and Software:

LensCrafters uses eyeNET software which allows employees to enter information, look up history, search for products, clock in and out, look up sales reports, and ring up sales.  LensCrafters hardware includes computers, keyboards, mice, computer monitors, telephones, credit card terminals, etc.

Networks:

LensCrafters has a wired network which uses Cat 5 cable which plugs into the Ethernet card in the computers. A Cat 5 cable is a better constructed version of a phone twisted-pair cable. At the end of an Ethernet cable is a RJ-45 connector.

Technology: Files, Databases, Data Warehouses

LensCrafters uses customer files and employee files.  In the customer file, the customer’s last name is the primary key.  In the employee file, the employee ID is the primary key.    A database is a collection of information that you organize and access according to the logical structure of that information.  LensCrafters uses the relational database model which is a series of logically related two-dimensional tables or files to store information.  A relational database is composed of two distinct parts; 1) the information itself, stored in a series of two-dimensional tables, files, or relations and 2) the logical structure of that information.  LensCrafters database includes a data dictionary, primary keys, foreign keys, and integrity constraints.  The employees are responsible for entering customer and patient information into the database.  A data warehouse is a logical collection of information gathered from many different operational databases used to create business intelligence that supports business analysis activities and decision making tasks.  LensCrafters uses a data warehouse because no matter what location a customer goes to, employees are still able to pull up the customer information even if the information was entered at another location other than the one they are at.  A data mart is a subset of a data warehouse in which only a focused portion of the data warehouse information is kept.  Lenscrafters employees are able to use a data mart because sometimes a data warehouse can contain too much information.  Data marts can be created for merchandising, advertising, distribution, sales, marketing, production, service, and accounts receivable.  Data mining tools are software tools you use to query information in a data warehouse.  LensCrafters uses eyeNET software to manage its data. 

Articles

LensCrafters three years ago advertisement spotlight the one-hour service which offered customers to get their prescription eyeglasses with examine and pick up the glasses in just one hour.

LensCrafters has launch a new campaign after finding themselves in a profits plunge resulting in about 5% in 2008 due to the  financial crisis most people are finding themselves in. With the existing dawdling economy, the majority of the optical retailers are rolling out advertising focusing on discount in hopes to increase sales, while LensCrafter strategy is trying to emotionally connect to their customers. "Love what you see, see what you love,"  LensCrafters campaign is in the heart shape which is used to surround all distinctive feature that the customers have a keen emotional connection to , such as their family, their pets and their much-loved ones. The concept is to visually bring to light that LensCrafters consider their clientele and present their service and products with heart and soulful commitment, and demonstrate the love of LensCrafters to assist their customer to see better. LensCrafters hopes this new campaign will resonate with the customers as well as boost sales in a challenging economic time.

Article Link:
http://health.ezineseeker.com/the-new-ads-strategy-of-lenscrafter-161f638332.html

According to the World Health Organization, 314 million people worldwide suffer from poor vision simply because they do not have access to or cannot afford care. In some countries, a pair of eyewear costs more than a month’s salary. Poor vision negatively effects a child’s ability to learn in school and robs an adult of independence, mobility and quality of life. OneSight, A Luxottica Group Foundation, is a family of charitable vision care programs dedicated to improving vision through outreach, research and education. Since 1988, these charitable efforts have provided free vision care and eyewear to more than seven million people in need around the world and have granted millions of dollars towards optical research and education.

Link:   http://www.onesight.org/na/about_us/onesight_timeline/

Strategy

LensCrafters uses a differentiation strategy. Differentiation is defined as offering a product or service that is perceived as being "unique" in the marketplace. Lenscrafters has a lab on site and it offers a one hour service where a customer can pick a frame, pick out lenses, and have the finished product in an hour. It also offers a ninety day unconditional guarantee that if your not one hundred percent happy with your glasses you can return or exchange them. It also offers the number one extended protection plan on the market. There are doctors on staff providing comprehensive eye exams for any patients. Last, but not least, it offers a see now, pay later program, that gives you twelve months of no interest on your purchase that helps make it affordable for everyone. These examples above show how LensCrafters differentiates its products and services.

The major business initiative that LensCrafters use is customer relationship management. Customer relationship management (CRM) uses information about customers to gain insights into their needs, wants, and behaviors in order to serve them better. Customer relationship management systems typically include sales force automation, customer service and support, and marketing campaign management and analysis. For example, LensCrafters is able to use the information gained from patients eye exams to gain information about what the customer needs. Also, LensCrafters use a knowledge management system (KM). A KM is an IT system that supports the capturing, organizing, and dissemination of knowledge throughout the organization. The objective of a KM system is to be sure that a company’s knowledge of facts, sources of information, solutions, patents, trademarks, and best practice processes are available to all of its employees when ever needed. The software that LensCrafters use is sales force automation systems. This automatically tracks all the steps in the sales process. The sales process contains many steps, including contact management, sales lead tracking, sales forecasting and order management, and product knowledge. The strategic and competitive opportunities with CRM include differentiation and focus, top-line initiative, and growing the organization.

A marketing mix is the set of marketing tools that your organization will use to pursue its marketing objectives in reaching and attracting potential customers. LensCrafters marketing mix would probably include registering with search engines, online ads, viral marketing, and affiliate programs. Online ads are small advertisements that appear on other sites. Variations of online ads include pop-up ads and pop-under ads. Viral marketing encourages users of a product or service supplied to encourage friends to join as well. An affiliate program is an arrangement made between two sites that directs viewers from one site to another. A click through and a conversion rate are used to see the amount of potential customers that visit your site.  LensCrafters goes above and beyond to market its products and services to potential customers.

Introduction - History - CEO

LensCrafters is an international retailer of prescription eyewear, and non-prescription sunglasses. LensCrafters was founded in 1983 in the United States and has subsequently expanded to over 850 stores in Canada, the United States, Puerto Rico and Hong Kong. The stores usually feature independent optometrists on-site. The company has its corporate headquarters in Mason, Ohio. LensCrafters is the largest optical chain in the nation, with about 90 stores in California alone. LensCrafters, Sunglass Hut International and Pearle Vision are all wholly owned by the Luxottica Group, an Italian company that is the largest eyewear company in the world. Luxottica makes or licenses many famous lines of expensive, designer eyewear, including Anne Klein, Giorgio Armani, Ray Ban, Persol and Chanel.


LensCrafters was founded by Dean Butler, a 38-year-old who had previously worked at Procter & Gamble. A knowledgeable marketer, Butler had managed the Ivory liquid, Cheer laundry detergent, and Folger's instant coffee brands for the venerable Cincinnati consumer goods company. Butler sold Lenscrafters to the United States Shoe Corporation in 1985 and remained as President until 1987, when Bannus (Ban) Hudson replaced him. In 1990 Hudson became CEO of US Shoe and Dave Browne became CEO of Lenscrafters.

LensCrafters organization takes their customers’ eyes very seriously and therefore they provide additional support online where you can schedule your appointment or call their toll free number where you are able to speak with a customer service representative. The LensCrafters Family cares for thousands of people every day. The eyewear company has demonstrate social responsibility by serving more than 250 million adults and children worldwide suffering with poor vision and who cannot afford access to eye examination as well as eyeglasses. In 1988 LensCrafters started a non profits organization call OneSight. The non profits organization is motive to be an outreach for the underprivileged, raising six million dollars for research and education. Its’ ethical policies is that it provides service to all people and it is not based on race, religion, age or sex. LensCrafters doctors provide free eye exams as well as a free pair of glasses for those who are unable to afford them.

LensCrafters uses many types of security and risk management techniques in order to keep their customers safe. Because LensCrafters is part of the health care industry they must follow HIPPA laws. HIPAA, enacted in 1996, requires that the health care industry formulate and implement the first regulations to keep patient information confidential. The act seeks to: limit the release and use of your health information without your consent; give you the right to access your medical records and find out who else has accessed them; overhaul the circumstances under which researchers and others can review

medical records; release health information on a need-to-know basis only; allow the disclosure of protected health information for business reasons as long as the recipient undertakes, in writing, to protect the information. In LensCrafters, when a new patient or customer comes in to purchase glasses or to receive an eye exam, they must receive information on the HIPPA laws as well as consenting by signing our HIPPA log. 

          

Security techniques are also important to LensCrafters. All LensCrafter stores have computer systems that are all linked by using a program called Eyenet. All stores can view customers past history of all transactions. Any time a transaction is put into the computer, an employees code must be presented in order to pull up the customers file, enter measurements for glasses, and, but not limited to, tendering a sale. This security device is used in order to keep track of all transactions throughout the store. At the end of the night, store managers must run whats called a “high risk report” which gives you a list of all transactions of discounts, insurance claims, and coupons as well as the employees code who tendered the sale.

Technology

LensCrafters uses the top-down silo approach of IT organization. In this approach, your organization would create a department or IT function devoted exclusively related to technology budgeting, project management, capacity, processing, and so on. This exhibits a strong “command and control” management style. All other functions must go through the IT department for approvals of new projects, the generation of add hoc reports, and the like. The philosophical approach that LensCrafters use is an enterprise resource planning (ERP) system. This is a collection of integrated software for business management, accounting, finance, human resource management, project management, and e-collaboration. The main concept of and ERP system is that it includes all technology systems and software in an organization. 

E-commerce is commerce accelerated by enhanced IT, in particular the internet. Because LensCrafters is in the medical industry, it really does not use e-Commerce and you cannot purchase products online. Although, they do allow you to look at all the eyeglass frames, find locations, and find doctors. In Chapter 5, there are nine different e-Commerce business models. And again, because LensCrafters is in the medical industry, it really does not use a e-Commerce business model. Since you are able to look at the frames of glasses but are unable to purchase them online, the closest business model would be the business to consumer model. LensCrafters does not have a payment method online because you cannot make a purchase online. In stores, you can pay using cash, credit card, check, and the store card (see now, pay later). In conclusion, most companies in the medical industry do not allow customers to purchase products online. Once there is a more secure and reliable way, LensCrafters may decide to allow online purchasing. Some business to consumer payment systems include credit cards, financial cybermediaries, electronic checks, Electronic Bill Presentment and Payment (EBPP), and smart cards. A financial cybermediary is an internet based company that makes it easy for one person to pay another person of organization over the internet. PayPal is a great example. An electronic check is a mechanism for sending money from your checking account or savings account to another person or organization. An EBPP is a system that sends bills over the internet and provides an easy to use mechanism to pay for them if the amount looks correct. An finally, a smart card is a plastic card the size of a credit card that contains an embedded chip on which digital information can be stored and updated.

What type of network do they have?

They have a wired network which uses Cat 5 cable which plugs into the Ethernet card in the computers. A Cat 5 cable is a better constructed version of a phone twisted-pair cable. At the end of an Ethernet cable is a RJ-45 connector.

What kind of interface do they use?

An interface is an expansion card for a desktop computer or a PC card for a notebook computer that connects your computer to a network and provides the doorway for information to flow in and out. They have Ethernet cards in their computers. This has a jack, usually an RJ-45 that looks like a phone jack, only a little larger. You run a network cable from your Ethernet card to a hub or switch, or you can use a cable with a different wiring called a crossover cable to plug straight into another computer or printer if you have only two devices to connect.

What kind of media?

Since they use a wired network, the media that is used is twisted-pair. This is a bundle of copper wires used for transmitting voice or data communications and comes in several varieties. Cat provides a slow, fairly reliable path for information at up to 64 Kbps. Cat 3 provides up to 10 Mbps and Cat 5 provides a much better bandwidth than ordinary phone cable, meaning it carries more information in a given time period. Cat 5 provides up to 100 Mbps.

What kind of communications software?

Communication software is used to provide remote access to systems and exchange files and messages in text, audio, and/or video formats between different computers or user ID's. LensCrafters uses hypertext transfer protocol (HTTP) to exchange files. HTTP is a network protocol for distributed, collaborated, hypermedia information systems.

What kind of connecting devices or components?

The connecting devices that they use are credit card terminals, and printers. The component they use is a hub. This is a device that connects computers together and passes messages by repeating all network transmissions to all other computers. Another name for this is a shared network.

How do they connect to the internet and at what speeds?

They connect to the internet through a digital subscriber line (DSL). A DSL is a high speed internet connection using phone lines, which allows you to use your telephone for voice communication at the same time. They connect to the internet at 100 Mbps.

Do they use Voice over IP?

Voice of IP allows you to send voice communications over the internet and avoid toll charges that you would normally receive from your long distance carrier. They do not use this.

How do they apply the four principles of network security?

The four principles of network security are; 1) confidentiality 2) authenticity 3) integrity 4) availability. They use a firewall which is software and/or hardware that protects a computer or a network from intruders. Firewalls provide protection against threats to confidentiality, authenticity, integrity, and availability.

What is their domain name?

Their domain name is www.lenscrafters.com. A domain name is a meaningful easy to remember name for addressing computers and information on the internet.