
2b410a725780004083e467e3afa81e4f.ppt
- Количество слайдов: 11
Lens. Crafters: From Brick to Click William Aramony Andrew Ardini Kerwin Bailey Todd Burach Leonard Carter Jr. Emily Chapman
Industry Summary Brick and Mortar: Lens. Crafters, Eye Care Centers of America, Emerging Vision (Sterling Optical) n Online Dependant: eyeglass. com, 39 dollarglasses. com n Discount Click and Mortar: Sam’s Clubs, BJ’s Wholesale Club n
Market Trends n Wholesalers Entering the Eyewear Industry Sam’s Clubs: Bought in Bulk (at least a dozen), reading glasses for less than $7/pair n BJ’s Wholesale Club: n n Increased Competition from Brick and Mortar Companies n Lens. Crafters forced to buy out Pearle. Vision to maintain market share
Market Trends n Online Companies Becoming Profitable n Eyeglass. com has been profitable since 2001 n Over 10, 000 hits per day n n 1 -800 -contacts. com had $169 million in sales in 2002 Retail Brick and Mortar Lagging n Same Store sales down 1. 1% in Luxottica Retail Division n No Growth past two years in same-store sales Lens. Crafters
From Brick to Click n Success of other companies on the web n Immediate Advantages Increase in sales n New found interest n n Long Term Advantages Supply Chain Management n Financial Resources n Integration with other divisions of Luxotica n
Possible Online Strategies to Use Online catalogs n Personalized Glasses n Virtually trying on glasses n Eye Exam Online n Bot to help you search the site n
Supply Chain Management COMPETITIVE ADVANTAGE (Long Term) n Decrease in inventory in stores n Decrease in costs n On demand sales n Learn more, faster about customers n Will help CRM n
Customer Relation Management n Strategies to Gain and Maintain Customers n Frequent Buyer Program n Relation to Frequent Flyer Programs n Introductory Online Sales Discounts n Second Connection to Continental Airlines n Online Appointment System n Success of Syracuse University System
Marketing the New Strategy n International Capability n n In-store for website n n Luxottica’s SCM Website for stores Search Engine Partnerships
Future Success n Brick to mortar strategy has reached potential n n Future growth Online Sales must be utilized
Sources n n n n Lenscrafters. com Eyeglass. com 39 dollarglasses. com Business Week Luxottica. com Hoovers Online Yahoo! Finance Samsclub. com Brandweek (powered by Looksmart) Computerworld Altavista Business Fortune Forbes Google Partnership Program Continental Airlines
2b410a725780004083e467e3afa81e4f.ppt