CX Superstar

Alfonso Cerullo

President and GM of LensCrafters and For Eyes


Alfonso Cerullo has driven LensCrafters‘ innovative services to transform the customer experience. He joined LensCrafters from Australia and New Zealand, where he led Luxottica’s optical and sun retail businesses. There, he grew the business, overseeing the elevation of the patient and customer experience.

The LensCrafters brand set the goal to evolve the patient journey, creating a seamless online and offline customer experience by developing innovative technologies and disruptive omnichannel services. Thanks to Alfonso’s efforts, the brand ensures customers feel fully served and more connected to the community, which helps boost acquisition, engagement and overall loyalty.

LensCrafters stores are now evolved retail locations, where shopping services are omnichannel and match needs for a large variety of customers. Shoppers have the power to start and end the purchase experience on their preferred channel and can take advantage of:

  • The ability to book in-store eye-exam appointments online;
  • Tele-optometry services and an innovative Electronic Health Records system;
  • QOTO, or offline-to-online quotation capabilities; and
  • Buy online, pick up in-store, as well as buy online, return in-store options across brands.

Thanks to a more cohesive and personalized experience, LensCrafters has increased customer acquisition, in-store cross-selling and overall retention. As a result, the brand has become a central point of reference and support for all consumers who shop EssilorLuxottica brands in the U.S.