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.