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.