LensCrafters Inc. is a North America's leading retailer and distributor of eyewear. The company which was pioneered during the 1980s by Dean Butler has grown over the years to more than 800 stores in the United States, Canada, and Puerto Rico. The company did not only focus on making eyeglasses for the deteriorating eyesight but promoted the concept of fashionable glasses and accessories. This strategy enabled it to dominate the eyeglasses industry. Since its inception, Lens Crafters has focused on vigorously maintaining a positive corporate culture and excellent customer’s services. Thus, this paper examines Lenscrafters operational strategy and how it able to maintain a competitive advantage for sustainability, how it’s executive management affect the customer’s services. Lastly, it focuses on the performance measurement strategies and technologies used for service delivery.
Operational Strategy
The eyewear industry is broader and has the potential for competition especially in sectors that can capture the preferences of the consumers. As a result, it is imperative for organizations to come up with different operational strategies that will help them maximize profits as well as retain their customers. LensCrafters has a vertically integrated business model that ensures diversification in manufacturing and distribution of products, leading to higher efficiency, flexibility and speed in product design while maintaining the quality ( Nagle, & Müller, 2017) . LensCrafters believes in continuously developing a new style and high-end designer eyewear. In 2014, it designed approximately 500 new techniques in its eyewear collection. The techniques were made of innovative materials and unparalleled craftsmanship. Moreover, the various teams in touch with the customers to get their feedback of the models as well as how the products were able to sale. Lens Crafters products development goes through the engineering process. This process entails sketching the product taking into consideration the customer preferences as well as the geographic demand ( Stoker et al., 2010) . Lens Crafters research and development team play a crucial role in looking for new materials and concepts that will help in designing products that will be unique in the eye market.
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Lens Crafters distribution networks of one its strength. Lens Crafters has invested in various retail stores in major markets, malls and high traffic areas. The company has more than 900 locations in the United States and Canada. These outlets specialize in prescription and nonprescription of sunglasses, contact lens and ophthalmic products. Apart from the physical locations, the company also has invested in e-commerce selling its products in online stores. The online websites do not only allow consumers to purchases the products efficiently but help in creating awareness of their products.
Competitive Advantage
Lens Crafters already had a brand portfolio that is considered to be largest in the eyewear industry. Oakley, for instance, is the leading products design and sports performance worldwide. Others such as Burberry, Alain Mikli, and Arnette also recognized globally and did very well in the high-end market ( Nagle& Müller, 2017) . These kinds of brands have made the company gain a significant market share in the eyewear industry as well as have a competitive advantage. This is because most of the consumers want to be associated with well-recognized brands. To continue sustaining its business in the future, Lens Crafters plans to continue investing in strengthening the brand and acquire more new brands. Besides, it plans to sign more new license agreements with dominant fashion houses around the world.
As compared to other retail eyewear companies, Lens Crafters can work in all geographical areas. This is because it is open-minded to new ideas as well as different ways of viewing the diverse culture of people. Their research and development team ensures that product they design as well as the working culture blend with the people of that geographical location. As a result, this enables it to penetrate the global market easily as compared to their competitors, thus having a more competitive advantage. Lens Crafters strategy is to continue expanding its business of eyewear globally, forming partnership and acquisitions, while focusing on their strategic goals ( Nagle& Müller, 2017) .
Operation Management Challenges
Lens Crafters have designed their stores to provide the best customer services to the clients from initial examination to the final purchase of the glasses ( Ongaro, 2016). At their stores, they have fully equipped laboratories and the latest technology to build their customers confidence in the whole process. Besides, they have the best skilled and competent technicians for optimal work productivity. To further enhance the customer's satisfaction, the operation management has a strategy that ensures that staff can get feedback about the quality of their services and products.
One of the challenges with this kind of operation management strategy is that customer’ expectations keep on changing despite doing everything to ensure they are fully satisfied. Many of them will come with pictures of designer frames they have seen elsewhere and want it designed within the shortest time possible. According to the company's policies, unique designs may require extra time to design them. To deal with this challenge, Lens Crafters operation management needs to beware of the newest technology in the market to make substantial changes in their customer services.
Lens Crafters’ customer benefit package only includes providing goods and services that meet their requirements. Thus, they have conveniently located their stores where customers can easily access their services. Moreover, the staff involved in guiding and attending to the customers receives personalized training to ensure the customer’s experience is valued. However, Lens Crafters recently has been on the receiving end for failing to offer promotional discounts to their customers at their stores. Customers feel they need to be appreciated for their loyalty. To deal with this challenge and to maintain their competitiveness, Lens Crafters can offer discount coupons to their customers every now in then. Besides, they should continue providing their affordable eye care to the communities, especially the poor. This is not only a social sustainability initiative but will help in attracting and retaining customers.
Lens Crafters Value Chain
Value chain according to Michael Porter refers to the activities organizations engage in sustaining performance and ensuring customer satisfaction. The value chain of Lens Crafters starts from product development to the manufactured final product ( Nagle & Müller, 2017) . Lens Crafters provides that their products are safe from any hazardous material; especially the contact lenses. The company has also invested in technological innovations that differentiate their products from the rest of the products in the eyewear market. Similarly, Lens Crafters focuses on high fashion and high-end products that fulfill the customer satisfaction.
After making sure that the end product suits the customer’s satisfaction, Lens Crafters invests in well –designed stores. The stores do display not only their products but also have competent teams who perform various tasks ( Ongaro, 2016). For instance, the ophthalmologists are well trained with the latest eye-exam equipment to give the correct diagnosis. The other staff has also undergone various training to provide the customers with the best service while they are at their facilities. Beside the competence of the employees, Lens Crafters believes in reasonable care and continuously improving the experiences of their customers. This strategy plays a crucial role not only in enhancing customer’s satisfaction but also ensuring that Lens Crafters stay ahead of other companies in the eyewear industry.
Lens Crafters value chain creation also relies upon its distribution network. Lens Crafters has various retail stores in the United States and Canada. It also involves third-party sellers such as high-end fashion house to sell their products. This is done by the signing of a licensing agreement that stipulates how the kind of partnership they will have. Lens Crafters in the last few years has made substantial investments that will help in broadening and strengthening its distribution network all over the world, especially in emerging market. This strategy of value creation ensures that the customers can purchase their products efficiently. Extending this kind of superior customer service has enabled the company to way higher than their competitors. Besides, the company has been able to expand and increase their revenues.
Performance Measurements
Several performance measurements strategies can be used to measure Lens Crafters service delivery system design. Some of them include; the quality of services provided to the customers, organization productivity, business performance and business location. Service quality and business location are the most applicable for measuring service quality and customer growth. The service quality of Lens Crafters takes various concepts such as the quality of products, the technology used and after sale services. From the initial designing of the product, Lens Crafters has a team of experts that are involved in the research and development of the products. The team mostly gets the material in Italy, which is associated with the symbol of quality in the world. The products are also made from the latest technology in the market. For instance, the innovative new 3D eyewear is the first snow goggle take advantage of the Switch lock. Besides, Lens Crafters take into consideration customers who consider eyeglasses as an accessory as compared to a need, thus creating frames that are considered fashionable. The customer's experiences at the stores are top notch from a modern feature that display the products to attract the customers to examination areas that are equipped with the latest technology. The staff is also well trained and competent to provide the customers with quality services.
Regarding business location, Lens Crafters ensures that its stores are located in places that are convenient for their customers. For many years, Lens Crafters has launched many stores in international airports such as the Northern Kentucky airport and the United States because they are associated with high traffic. This kind of strategy does not only help it stepping ahead of its peers in the industry but also assist in meeting the needs of the customers. Along with new retail stores in international airports, Lencrafte also continues opening retail stores in malls to attract and retain their customers. The stores are also designed with the tagline "My Vision place." This tagline acts as a marketing strategy that Lens Crafters is the best choice for eyesight care, contact lenses, and eyeglasses. This two performance measurement strategies have played a vital role in sustaining the success of Lens Crafters’ in the highly competitive market.
Types of Technologies
Lens Crafters service operation involves various types of technologies in providing quality services. The AccuFit Digital Measurement is one technological device used by the company to measure the location of the client's pupil, the spacing between the eyes and the shape of the glasses. This advanced technology enables the customer to get the exact frames and the perfect style that suits them. Lens Crafters also uses computerized imaging technology such as the Corneal Topography. This technological device creates a map of the surface curvature of the cornea. This aids the ophthalmologist in the diagnosis, monitoring, and treatment of the patient. Lens Crafters is, therefore, able to provide customers with unique and innovative technologies that offer the best quality services.
Lens Crafters uses the relational database to store their customer’s information. The relational database is comprised of two-dimensional tables where the customers’ information is stored and the logical structure of that information. Besides, various types of keys are used to retrieve the information of the customers thereby protecting their data from external forces. The employees are the only one responsible for entering and retrieving the customer information in the database. The data not only plays a vital role in service delivery, but Lens Crafters uses the information to create data marts for sales, marketing, production, and advertising.
In conclusion, LensCrafters having been pioneered in the early 1980s with the concept of providing eye care service and eyewear products has revolutionized the eyewear industry. The company is one of the largest optical brands in the United States and Canada regarding sales. It has been able to achieve this, by designing innovative and fashionable products that meet the customers' needs. Besides, through a team of competent employees, it has been able to provide the customers with exemplary services hence maintaining their loyalty in the competitive eyewear industry.
References
Nagle, T. T., & Müller, G. (2017). The strategy and tactics of pricing: A guide to growing more profitably . Routledge.
Ongaro, R. (2016). Application of the International Sales Accelerator for Business Development in the Eyewear Business (Bachelor's thesis, Università Ca'Foscari Venezia).
Stoker, S. L., Sharif, A. T., Prevoznak, M. E., Lucas, C. J., Benke, C. R., Seckler, M. P., & Duckworth, A. (2010). U.S. Patent No. 7,822,757 . Washington, DC: U.S. Patent and Trademark Office.
