Suggestions for Luxottica to fix LensCrafters
As Luxottica’s once proud retail chain, LensCrafters was considered as the jewel in Luxottica’s optical crown. However, LensCrafters is on the downturn in many aspects now, such as sales, customer number, quality personnel, Eyenet as well as moral. Some people think that the training that all LensCrafters people go through is a joke. They skip over anything important concerning the how and why of optics.
The current M.B.E training is particularly considered as a joke that the LensCrafters executives require the associates to stand to sell the lenses to customers. A similar requirement is to take mirrors from the areas where the staff sits, in order to accelerate the process. Another stupid idea from the executives is that the associates are required to tell everyone entering to sign in. What’s more serious, LensCrafters resells returned frames.
There are many things Luxottica can do if the company wants to turn things around. First Luxottica should return to basics by stopping all the cutesy ads. Some people do not buy at chains now but LensCrafters should do what chains do best. Chains including LensCrafters should always give customers a great deal.
Products from LensCrafters are thought to charge over prices with old technology. Polarized and photochromic lenses at LensCrafters are also over prices now. In particular, their progressive lenses are extremely subpar. It is time for LensCrafters to lower its prices.
LensCrafters’ staff actually needs proper training because most of them can not answer a basic optical question at all. They do not know how progressive lenses work. There are many more basic aspects of lenses that should be acquired by LensCrafters’ associates.
Executives of LensCrafters are advised to get rid of M.B.E, which is believed to be an insult towards customers. Customers should be free to shop around. Chain stores of LensCrafters should bring in better products. Currently, many products in these stores are outdated such as Vogue.
Other suggestions for Luxottica include offering an ensured warranty, increasing the salary of associates as well as changing the LensCrafters executives.
From: www.eyeoverheard.com