LensCrafters 2007 Annual Report Download - page 36

Protector. In 2007, LensCrafters introduced the Advanced View Progressive? lens, a new type of
progressive lens that allows a more natural transition between near and far distances. With new,
state-of-the-art digital surfacing technology, this lens is providing a very welcome development for
customers used to standard progressive lenses.
In addition to its offerings of fashion products and high technology in lenses, LensCrafters
launched a pilot program aimed at setting a new standard in the industry and transforming
eyeglass shopping into a positive experience for all customers. The program generated significant
growth in sales, traffic and conversion of customers notwithstanding the weak economy situation.
The program will be extended to many other stores in the network in 2008.
LensCrafters also embarked on a new marketing mission in 2007 to “shatter perceptions” commonly
held of optical eyewear and LensCrafters itself. In April 2007, the brand launched a campaign entitled
“Open Your Eyes” centering on the concept of never underestimating the importance of having good
sight. The long-term objective is to change customers’ attitudes to optical eyewear and the
personalized service that LensCrafters provides to ignite their personal style.
Alongside the TV and magazine campaign, the marketing program targeted customers with high
profile fashion media. One such initiative was the sponsorship of a special issue of TIME Style &
Design magazine, in which LensCrafters was the sole advertiser with more than 20 “Open Your
Eyes” ads. In addition, LensCrafters completed its third consecutive sponsorship of Conde Nast
Magazine Group’s “Fashion Rocks” during New York’s Fall Fashion Week.
Also in 2007, the new Lenscrafters.com web site complemented the new store concept. The new
site now accelerates the path to eyewear purchase, while reflecting a more fashion-oriented look
and knowledge of eyewear trends. The site now features the entire product range and puts new
emphasis on LensCrafters service and expertise. The site experienced a 27% increase in average
monthly site visitors and a 35% increase in time spent on the site. Also very successful is the new
feature of booking eye exams on-line, with nearly 100,000 exams booked in its first year.
China and Hong Kong
In China and Hong Kong, 2006 was a year of re-organization and extension of the retail network
following the acquisition of the Xueliang Optical, Ming Long Optical and Modern Sight Optics
chains (around 270 stores in all). With the opening in September 2007 of LensCrafters’ new
flagship store in Beijing’s Oriental Plaza, an icon of fashion and shopping, Luxottica took the first
step towards making the LensCrafters brand a synonym for prestige eyewear in China.
LensCrafters in fact offers the best of “Made in Italy” eyewear, an extraordinary level of customer
service and the most advanced technology in the industry, thus positioning itself as the first real
eyewear “boutique” in the Chinese market and serving as a benchmark for premium eyewear
products. LensCrafters is the first chain in China to guarantee its products for 30 days from the
date of purchase. Further, thanks to specialist personnel, LensCrafters stores are now seen as a
valid alternative to hospitals, which used to be the only trusted venue for eye-exams. LensCrafters
will be launching a major initiative in 2008 to differentiate itself from all other optical chains.
In 2007, a total of 85 stores were re-branded to LensCrafters bringing the LensCrafters network to
140 stores in China and Hong Kong.
In addition to a 15.7% increase in sales on comparable basis, 2007 saw both a higher average
selling price and an increasing number of customers. As a premium optical retailer, LensCrafters’
positioning has become a more attractive option versus traditional optical retailers. High levels of
service, eye-care programs, lenses and brands will be key to long-term growth in this region.
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