At LensCrafters: A More Informative, Interactive Process

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According to: Aubyn Thomas, SVP marketing


 
Aubyn Thomas, SVP marketing
“LensCrafters is seeing growth in overall eyewear business year-to-date and double-digit growth in our prescription sun business during sun season. Luxottica recently released its Q2 results and LensCrafters’ performance thus far this year was a key driver for the company. Our luxury brands, especially Tiffany & Co., have seen the greatest growth so far this year as a result of enhanced in-store visual merchandising through brand shops that call out the selection carried in a new and dynamic way. Ray-Ban optical and sun eyewear lines continue to see double-digit growth and remains a top performing brand. We continue to see opportunity in our opening price-point collections.”

“The eyewear styles that are resonating with our customers fall under three trends: vintage or retro looks; frames with temple embellishment; and pops of colors and fade treatments. In vintage: Geek chic continues to be a go-to look. Dark, thick frames in rectangular and cat eye shapes ranging from mainstream to extreme interpretations best reflect this style. Embellishments: From crystals, studs and metal detail, frames with temple embellishments are typically among the best sellers. Pops of color and fades: Frames with neutral exteriors like black or tortoise with a contrasting interior pop of color are allowing customers to have more fun with their eyewear, making color in general more wearable. Emerging trends for fall and into 2012 are round and oversized shapes, as inspired by films like Annie Hall and Square Pegs.”

“Customers are buying spectacle lenses that deliver benefits above and beyond seeing clearly. Lenses made from thin, lightweight material with an anti-reflective coating that reduces glare and enhances overall aesthetics perform best. Additionally, at the beginning of this year, LensCrafters introduced its High Definition: LC Signature HD lens across all stores in the North American market. It’s been exciting to see how customers have embraced this new product, a premium lens which combines the most advanced lens material, design and digital manufacturing processes to deliver sharper, clearer vision. LensCrafters is always looking to grow its prescription sun business, which we’ve done thus far this year.”

“Our customers see and feel the benefit of anti-reflective coating and polarized prescription sun lenses. LensCrafters’ new LensSimulator platform—available on LensCrafters.com for pre-shopping and via our AccuFit Digital System in-store—visually brings the benefits of anti-reflective coating and polarization to life so customers literally can see the difference in our lens offerings and together with our opticians make the choice that’s best for their prescription and lifestyle needs.

 
“All stores are now outfitted with LensCrafters’ new and exclusive AccuFit Digital System at each eyewear consultation area—it represents a major investment by the brand and is something not previously available in our stores. Designed to elevate the eyecare experience and build enhanced dialog between optician and customer, AccuFit provides digital pupil measurements that are five times more precise than manual methods. The system features VirtualMirror and LensSimulator platforms to make the selection process of frames and lenses more informative, interactive and fun.

“Compared to prior years, LensCrafters has enhanced its focus on in-store merchandising and calling out the benefits of our products and services. With statement eyewear being on-trend, you’ll see more of these styles carried in-store as compared to prior years. LensCrafters also continues to position prescription-friendly and stylish sunglasses as a year-round solution.

“In June, LensCrafters launched its Facebook fan page where we’re building dialog directly with our customers, which is very exciting. We’re sharing eyewear and eyecare insights, tips, trends and special offers as well as answering customer questions. We look forward to growing our social community there through highly energizing, imaginative, differentiating brand moments designed just for our fans.”

“Compared to prior years, LensCrafters has enhanced its focus on in-store merchandising and calling out the benefits of our products and services. With statement eyewear being on-trend, you’ll see more of these styles carried in-store as compared to prior years. LensCrafters also continues to position prescription-friendly and stylish sunglasses as a year-round solution.


“Customers are buying spectacle lenses that deliver benefits above and beyond seeing clearly. Lenses made from thin, lightweight material with an anti-reflective coating that reduces glare and enhances overall aesthetics perform best. Additionally, at the beginning of this year, LensCrafters introduced its High Definition: LC Signature HD lens across all stores in the North American market. It’s been exciting to see how customers have embraced this new product, a premium lens which combines the most advanced lens material, design and digital manufacturing processes to deliver sharper, clearer vision. LensCrafters is always looking to grow its prescription sun business,
which we’ve done thus far this year.”


maxelrad@jobson.com