LensFactory is a web based service where prescription eyeglass wearers can get new prescription lenses in their existing eyeglass frames. At it’s core, it’s a “lab direct” lens replacement service and the second incarnation of RelensMyFrames. LensFactory’s approach is to provide a client facing retail presence for a large national lens laboratory located here in Louisville. Our lens laboratory, Optical Dynamics, deals directly with some of the largest online and brick-and-mortar eyeglass outlets but has no direct client interaction. LensFactory’s goal is to provide customers with that access and pass as much of the savings on as possible.
When a customer places a LensFactory order, they mail their prescription glasses directly to the lab. A licensed optician in the lab takes measurements off of the existing lenses (or reads a new included prescription). The lab then creates the new lenses and carefully installs them in the customer’s frames. A few days later, the customer receives their glasses back by mail and the frames they love have new life in them.
LensFactory takes the RelensMyFrames approach and adds more products and product options. We found that RelensMyFrames oversimplified the product offering and pricing structure, and that customers wanted the option to be upsold or select a specific material themselves.
We have a pretty broad target audience, but mostly within the 30-70 age range. We especially appeal to the older customers who wear bifocal or progressive lenses, because of the extremely high prices in retail stores. They are also our most lucrative customers even though we offer steep discounts from retail. While our demographic is mostly older, a stuffy corporate brand just doesn’t fit who we are. We would like our image to be more modern and less serious than the industry standard.