Ch. 17 - Personal Selling and Sales Management

Luxottica's company, LensCrafters, consumer sales promotion features many ways to encourage the consumer to choose their product over other competitors by offering many rebates and loyalty programs. LensCrafters currently has a promotion running that takes 50 percent off your child's (12 and under) total if you buy a new frame with new lenses. As with many other promotions the idea is that if you purchase more from us you will save more. LensCrafters will also take 40 percent off your (adults) total if you purchase frames with lenses. They have a loyalty program and are now offering a credit card.

LensCrafters makes it easier now for people to shop and choose products by different variations by using their online services. Customers can input their desired lengths and widths for frames or choose generic sizes such as narrow, normal, or wide. The consumer can choose the color, shape, brand, and adjust the price range to further help the consumer find the perfect pair of frames. Once the consumer finds a pair, they can make arrangements for it to be delivered to their local store and also set up an appointment for an eye exam.

I believe online service is essential to any business that can streamline it within their business as most consumers' schedules are busy and cannot visit store locations physically due to time constraints. Allowing the consumer to cut the process by more than half by using online services definitely makes the sale a much greater possibility.