Business Proposal Assignment

WARBY PARKER

Memo To: David Gilboa, Co-CEO

From: Lester Sotolongo, Communications

Date: November 10, 2020

Subject: Proposal for E-Commerce Solutions

During our previous meeting, it was brought to our attention the need to enhance the online shopping experience due to the sudden rise in e-commerce orders. As more people are staying home, online shopping is becoming less of an option and more of a necessity. Our company has had major success since launching our online platform for ordering contact lenses. We are pleased to submit the following proposal for enhancing the online shopping experience when customers are looking to purchase new frames and eyewear from our store.

Background:

Warby Parker has had major success with both in store and online shopping. We received positive feedback and saw an increase in sales when we opened our Frame-Less online platform for customers to order prescription contact lenses. With the current global pandemic, we have had to adapt and adjust our store appointments in order to minimize the number of customers inside at the same time. Naturally we are seeing an increase in online orders for contact lenses as less people are willing to come in store and try on frames. And although we have a fantastic online platform for ordering contact lenses, our orders for frames have not received the desired attention we are aiming for. Shoppers are reluctant to purchase eyewear online for a handful of concerns. By addressing these concerns first, we have put together a variety of solutions aimed to increase our online orders and customer satisfaction.

Concerns:

The first and biggest concern our customers reported is purchasing a frame that may not fit correctly upon arrival. The hassle of having to send back the eyewear and wait for new eyewear that will hopefully fit, is something most customers do not wish to experience. Since we want to make it an

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easy and painless experience customer can rely on, this was our first area of focus. Second, our customers are concerned with prices being higher as they are unsure if shipping costs will be included in the bill, and a concern of liability was also brought into question. Some customer feedback includes, “What if the frames I am trying out come to my house broken? Will I be responsible for paying for those broken frames?” As well as, “I’m a naturally clumsy person, if I accidentally brake one of your frames when trying them on will I have to pay for that broken frame?” The third and final concern is the return policy for frames that have already been purchased. Customers reported that they would not want to make an investment in a frame that they are not be able to return/exchange withing a reasonable time. Styles change and people change their opinions on certain looks as they start incorporating their frames with their daily routines.

Proposed Solution:

Home-Try On: Our tried and true way to eliminate the risk of buying eyewear online

With the Home-Try On program customers can order up to five pairs of frames and keep them for up to five days in order to decide which pair they would like to purchase. Five days will give our customers the necessary time to try on each frame and get different opinions from family or friends. Shipping is free and a prepaid return label will be included with the trial frames. Once the customer has made a decision, they will need to return all five frames. A printed list and small sticker will be included with the frames so that they may mark which frame they would like to purchase once they send them back.

 Solution to concerns over proper fitting of the frame: To ensure our customers are satisfied with their first purchase, we can include a Virtual Fitting which allows customers to use the camera on their phone or computer to get the proper measurements. Measurements will be based on width (narrow, medium, wide) and distance between pupils to help center the prescription correctly. Once the customer has made a decision from the five frames, they can make a note of any corrections they feel needed to the frame (tightening around the ear, larger width, etc.).

 Solution to concerns over pricing and liabilities: Just as our shipping for the trial frames are free, so will the purchase shipping. We have partnered up with USPS and FEDEX to provide fast, reliable shipping to our customers at a low cost. Our frames are designed in house, cutting out the large company suppliers who keep prices high and reap in the profits. As far as liability goes with broken or damaged frames, we understand that accidents happen and we cannot hold our

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customers accountable for that. As long as they return all the frames they agreed to try, they will not be charged.

 Solution to concerns over return policy: Purchased frames come with a 30 day return or exchange policy. If customers decide they no longer like the style they purchased and wish to exchange it, perhaps for their second pick from the list of frames, they may do so as long as it is within the first 30 days of purchase. On top of the free 30 day return or exchange policy, we will include a one-year scratch free warranty. If the eyewear is scratched within the first year, we will gladly replace the eyewear at no extra cost.

Recommendation:

Next step would be to start the trial launch as soon as possible in order to make necessary adjustments and fix any bugs this new program may have before releasing it to our customers. Customer satisfaction has been our top priority and will continue to be our key focus through-out this process. We believe that buying eyewear should be easy and fun. Everyone has the right to see and look good without emptying their pockets.

Please let me know if you have any questions or concerns with this proposal and when it would be a good time to set up a meeting. We can go over more details and collaborate ideas as needed.

LS