Business Proposal Assignment

MEMO TO: David Gilboa

FROM: Alexandra Lazarus

DATE: November 10, 2020

SUBJECT: Internal Proposal - Customer Online Shopping Concerns

As discussed in our last meeting, our company has decreased in sales in the last year due to the inconveniences shoppers are experiencing. From gathering data and analyzing customer reviews thourhougly, it has been concluded that our online shoppers find it difficult to purchase eyewear online. They find it inconvenient not being able to try on different options to be able to pick the best suited eyewear.

After much investigation and collecting customer responses, I have decided it is best to resolve these issues to increase customer satisfaction. By gathering data and doing research, I have acquired a simple solution which will resolve this discomfort our customers are experiencing once it is implemented.

BACKGROUND:

Addressing our customers concerns is our main priority to reach customer satisfaction and increase revenue. Below are the three main challenges our customers have been facing:

INCONVENIENCES:

Purchasing Without Trying On -

Shopping online can be difficult as it is, but especially for eyewear. Glasses are a specific thing that people want to be able to try on and get a feel for them. After discovering the complaints from the customer service department, it is alarming to see many customers relating to the same issues. It is inconvenient for them to purchase online because of many reasons. First, how they fit, the frame and style. Glasses can look a certain way on a website and then have a different outcome once it is worn physically. This is leaving customers unhappy and leaning them to want to go in store to purchase eyewear. However, due to the economic crisis and global pandemic many businesses have been shut down. It is imperative that we make it convenient for online shoppers to purchase the perfect pair of glasses.

Sales & Returns -

Along with not having the opportunity to try on different frames, styles and fits it is also an inconvenience for customers having to deal with returns. Customers find dissatisfaction in purchasing eyewear hoping for the best and then when it doesn't fit right, or the style does not appeal to them, they have to deal with the returning and shipping process. This can be extremely inconvenient especially if they are having to invest more in their purchase just to be able to try on a few options, and then deal with returning the ones that did not work.

The Experience -

Shopping in stores can be much more convenient for those who want a full experience and get the most out of their purchase. Shopping in store also offers a personalized service that includes help from employees, having your eyes checked on the spot to assure the best type of lens or prescription and being able to try on many different styles and frames. Another reason why stores make more revenue than E commerce is because of the instant gratification that the customer receives from walking in and walking out with a new product. This is where we must change the game. Because of the global pandemic, we must provide our customers with a new shopping experience online, and make it even more convenient for them to buy eyewear in the comfort of their own homes.

SOLUTION:

Home Try-On: Making Online Shopping Even Better Than In-Store Shopping

Given that our customers have found much discomfort with their shopping experience, this Home Try-On solution is a great way to make their experience even easier and convenient. It would be a simple adjustment to the website to incorporate a Home Try-On section in which our customers have the chance to order five pairs of frames, keep them for five days at no costs, then decide which pair they would like to order. This proposal is highly recommended in order to address customer needs and create a trusted service which will increase online sales and revenue. Especially in dire times like these, it is important that we enhance our customers' experience. By remarketing ourselves to have a high quality online service and giving our customers a reason to continue their shopping experience with us, we will be able to generate more revenue from existing customers as well as advertise our new and improved Home Try-On service to new customers.

PROS:

- Our customers will be able to shop conveniently by choosing up to five different glasses/sunglasses from our online store. They can keep the frames up to five days with no cost and experiment with them to pick the one they like the best. They can choose from any style, fit and color.

- After choosing the five options in their cart, they must provide a credit card on file for liability purposes, however their card will not be charged until the five day period is over, if they choose to keep any. If they wish to return all five, within the five day period, with no damages to the frames they will not be charged. This gives our customers options!

- An in chat customer service experience is highly recommended for this process to work effectively. We will have a 24 hour live chat service where they can communicate with a representative their wants and needs. If an eye examination is required, there will be an option to receive a redness check and vision test to determine the best frame for the customer as well as submit their prescription.

- Due to COVID-19, the benefit of shopping online will allow a contactless safer way of shopping.

CONS:

- There may be issues with customers returning within the five day period causing our company to charge them for the five frames.

- An online representative service will need to be put in place potentially requiring more employees to work online.

- Having to fix repairs or adjustments may be a challenge - Shipping surcharge

RECOMMENDATION:

The Home Try-On solution comes with many benefits that will increase customer satisfaction and increase in online sales. With the new way of life where everything has turned virtual, it is important we move with the pace of the world. We must improve our online service in order to provide an experience that keeps our customers comfortable. If we attain this goal to improve our customers satisfaction simultaneously generating revenue and increasing sales, we will create a positive reputation for customers to continue shopping with us.

Please let me know when is the best time for you to set up a meeting where we can discuss further implementations and recommendations, and any questions or concerns for the Home Try-On service.

AL