LensCrafters Eyes Doner for CRM

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LensCrafters, the largest optical retail chain in North America, named Doner, Southfield, MI, as its direct marketing agency of record to build a continuing relationship with customers.


The agency won from a field of finalists including Wunderman, Digitas, Brierley & Partners and incumbent GSP, Chicago. The Bedford Group, Atlanta, conducted the review. Billings were not disclosed.


"The issue as it relates to eyewear is that it's an infrequent purchase, and by the time someone gets around to the next pair of glasses, it's almost like customers have to start thinking over again," said Alan Kalter, chairman/CEO of Doner.


A subsidiary of Luxottica Group S.p.A.'s Luxottica Retail division, LensCrafters has 888 stores in the United States, Canada and Puerto Rico. Luxottica Group, Milan, Italy, is the world's leading maker of prescription frames and sunglasses and owns the EyeMed, Sunglass Hut and Watch Station brands.


The mandate to Doner includes handling direct mail, catalogs and e-mail. Doner also will create a customer relationship marketing program to build loyalty for LensCrafters.


Doner is North America's largest independently owned ad agency, with global billings last year of nearly $2 billion. Clients include Mazda, Serta, Blockbuster Entertainment, Food Network, La-Z-Boy, PNC Financial, Six Flags, HGTV, Owens Corning, Circuit City and May Department Stores Co. The agency handles direct marketing for Sylvan Learning Centers, ADT and Progressive Direct Insurance. Doner also handles other elements of their marketing.


The LensCrafters campaign begins in the fall.


"Most direct marketing has more continuity of involvement and purchase, but this is an interesting marketing challenge because of the infrequency of purchase [in the eyewear business]," Kalter said.


Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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