The Eyewear Store Lenscrafters - Essay Example

Running Head: CASE STUDY: LENSCRAFTERS Case Study: Lenscrafters’ Instructor’s Name Course Title Date Case Study: Lenscrafters’ Introduction An examination of the case study presented by Collier and Evans (2010) on the eyewear store Lenscrafters’ provides a unique insight into a concept store that provides a unique service in the eyewear industry. Competitive characteristics include those of service, convenience, and quality upon which they have differentiated themselves. The service delivery system design is presented with professionalism modernity and integration. The service encounter design operates with the characteristics knowledge, flow of information and friendliness. The power of friendly service should never be discounted as efforts to specifically address consumers gives them a sense of power as they enter into a room ready to serve them. The lessons learned from Lenscrafteres’ are to differentiate, provide high levels of service, and to be convenient without sacrificing quality. Key Characteristics Competitive Priorities The strategy that is used by Lenscrafter in order to compete in the eyewear market is high levels of service. Service is made a visible entity as the customer can watch as their eyeglasses are being made. The service that is provided is intended to be completed within an hour, making it a convenient process which leads to the second characteristic. The second characteristic that defines the competitive priorities for Lenscrafters’ is that of convenience. Where most eyewear operations require several days to order and then receive the glasses that a customer has ordered, the Lenscrafters’ model is based on a fast turnaround that provide the consumer with their product within the same shopping experience. The average turnaround time is one hour (Collier & Evans, 2010). The final characteristic explored here is that of quality. Quality is the lynchpin characteristic of the development of the competitive advantages that Lenscrafters’ holds. Everything from the design of the store to the view of the workers in the lab promotes the idea of quality. Although service and convenience are the basis on which the store operates, it is through quality that they create relationships with consumers, outdistancing the competition by crating high quality eyewear in a short period of time with a high level of service. Service Delivery System Design The service delivery system design is structured through the development of the store locations. The store locations use a number of different design features in order to facilitate the best possible experience for the consumer. The first element of the design is that it is created in order to evoke a high level of professionalism. The display of merchandise, the development of a spacious and modern design, and the availability of personnel to address each customer as they enter the location all contribute to the professionalism of the company. Another key element to the service delivery system is that of modernity. The back of the store provides a view into a lab where product is being constructed. The modern equipment, the lab coats, and the methods that are visibly being used to create the eyewear all denote an experience of modernity for the consumer. Service delivery is accomplished through integration. Integration comes from the combination of the capacity to order the product, have the location act as a service factory in creating the product, and then in the personalized fitting session that provides the consumer the assurance that they are getting the best possible product (Collier & Evans, 2010). Service Encounter Design The service encounter design is based upon the characteristic of knowledge. The associates are all highly trained and know how to operate the needs they are responsible for in relationship to the consumer. The second characteristic of service encounter design is that of the flow of information. The flow of information, according to Collier and Evans (2010) “compliments the physical flow of people and eyewear” (p. 111). The flow of information flows from prescriptions through to bills and receipts, defining a smooth operation towards high levels of service. The third characteristic of the service encounter design is that of friendliness. This characteristic is very specifically addressed through a greeter at the door whose job it is to greet every customer that comes through the door. Lessons from the Case Throughout the case study the one concept that came to mind was that of differentiation. Lenscrafters’ has specifically aimed to differentiate itself from its competitors through a business model that is unique and ambitious. The ways in which the business differentiates itself is through a structure that would seem to be far more expensive and infeasible, but Lenscrafters’ has created a concept that includes in house work that has superior quality. According to work done by Afandiyev (2012) it has been shown that product differentiation leads to higher returns. Where differentiation is a competitive edge for a company, it is clear that the success of the company has a larger potential than if a company uses a similar business model to its competitors. In examining the methods used by Lenscrafters’, creating an environment that promotes their sense of professionalism is also a key element to creating consumer confidence in the products they offer. The uniqueness of their exposed lab provides a window into their working atmosphere, their processes a seemingly open environment while maintaining the presence of a high level of professionalism. The look of the environment answers the question for the consumer as to what kind of service they should expect. Through creating a consistency in their visual presence, the consumer knows what to expect before the first opportunity to engage in hiring the company. Knowledge is a powerful platform from which to operate in a service industry. Lenscreafters’ provides highly educated employees who have been trained to serve at the highest level of quality for the position that they hold. Knowledge creates competency so that the flow of information is done at optimum efficiency. The interesting key characteristic is that of friendliness that is not just a suggested state of emotional projection, but is provided for through an employee who serves in the capacity of greeting customers as they enter into the doors of the location. What should be understood is that in providing for an aspect of the business that is solely dedicated to being friendly, the model proves that the basis on which the company runs is really on creating meaningful relationships with consumers (Lipsey & Nakamura, 2006). Through creating a business model that includes the development of relationships, the company has created a dynamic that more businesses could benefit from in relation to their customer relations. Conclusion Lenscrafters’ has developed a differentiated business model from that of their competitors which supports relationships with consumers through the appearance and the offering of a highly professional service that is also high quality and convenient. The competitors tend to offer glasses in days after having been ordered, where Lenscrafters’ offers glasses in about an hour. The case study provides insight to other companies on how to differentiate and identify their business with professionalism and quality service. In creating a unique niche in the market, the company has created a monopoly on the type of service they offer, successfully competing and establishing their position in the industry. References Afandiyev, E & Riddle, D. (14 April 2012). Does product differentiation have an impact on rates of returns in equity. Opus. Retrieved from http://opus.ipfw.edu/srce_stusy mp/2012/Presentation1/9/ Collier, D. A., & Evans, J. R. (2010). OM 2 (2010-2011 ed.). Mason, OH: South-Western Cengage Learning.   Lipsey, R. G., & Nakamura, A., (2006). Services industries and the knowledge-based economy. Calgary Alta.: University of Calgary Press. Read More