LensCrafters’s Dean Butler on Creating Enthusiastically Satisfied Customers

In this episode of The Retail Experience Show, Bobby speaks with Dean Butler, Founder and CEO at LensCrafters, an international retailer of prescription eyewear. They discuss how Dean started LensCrafters with the revolutionary premise to make "glasses in about an hour" and what steps they take to create "enthusiastically satisfied customers all the time." They also talk about best practices for advertising and customer service, advice for young entrepreneurs, and what's changed in retail — or hasn't — over Dean's 40-year career.

Topics discussed:

• How Dean started LensCrafters with the revolutionary idea of "glasses in about an hour," and how he applied what he learned at P&G to marketing it.
• The two biggest things you can do as a retail leader to create "enthusiastically satisfied customers all the time."
• The importance of empowering your staff, and why greeting a customer within 30 seconds of them walking in makes a difference.
• Best practices for your marketing, including having a provocative and substantive proposition and making your product the hero.
• What's changed in retail over the years, and what hasn't.
• Advice for young entrepreneurs on why they should focus on hard work and willingness instead of an idea.