Why LensCrafters Creates a Single View of its Customer

Omnichannel has become a huge initiative for retailers, and personalization allows merchants like LensCrafters to better tailor content for each individual customer.

Samantha Sakemiller, Senior Director of Omnichannel for LensCrafters, says her company has a single view of its customer. Through its “my account” section of its website, the customer can get online and sync her purchase history and add her favorites, as well as look at prescription history for each pair of glasses she’s purchased. That, Sakemiller says in this video taken last month at eTail West 2016, allows the customer to have control of their own situation.

And then LensCrafters uses that information to make sure they’re providing the customer a more relevant and personalized shopping experience.

“If we’re going to send you one email that month, let’s make sure that email is the most effective and most useful for you,” Sakemiller says. “So a customer who is in their 40s and may need readers for the first time is going to get content that looks a lot different than a mother with a young child who has just been diagnosed with astigmatism.”

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