Business Proposal Assignment

Executive office

To: David Gilboa

From: Johanna Carbajal

Date: November 7th, 2020

Subject: Idea for enhancing our customers’ online shopping experience

Upon reviewing our customers’ responses discussed in last week’s monthly meeting. I have reviewed our quarterly surveys sent out to customers regarding their experience on their first purchase with us. About 40% of them were satisfactory; the other 60% was unsatisfactory regarding our Home Try-on service. I have been contemplating about potential solutions regarding the concerns that our customers expressed and their fear of product exchange/return. My goal is to propose a solution as a response to our customers’ concerns by standing by our mission in providing them with higher quality and better looking prescription eyewear at a fraction of a price without having to worry about returns or an unsatisfactory experience because the process will be as seamless as possible and will not compromise their pockets.

Customer Concerns

Exactly 60% of our customer database have expressed their concerns on the process of getting the right fit and the right price for what they are looking for. Their concern about making a big investment and having their card on file and not being able to get their money back is an issue that must be addressed by all means. Since we offer prescription glasses, they want to make sure that every frame returned will not be a charge to them, even though these are customized.

 Relating to the process: Most of the concerns lies in the number of days they get after the first 5 days once they have returned the frames. In addition to that, customers fear of not getting their money back from frames they don’t want.

 Relating to fit and prescription: Even though customers were given 5 frames and 5 days to come to a decision on the fit of the frames, most of them complain on the fit, arguing that they feel more comfortable making the purchase in store in the presence of a store member. It is completely understandable that some customers want to get one on one recommendations in store rather than doing it themselves.

 Relating prescription glasses and returns: Since prescription glasses are often expensive, customers expressed concern on returning the glasses once they have received them and made a decision. Even though they know that return labels

are prepaid, our customer service representatives are often asked for an immediate return of money.

Solution

 Home Try-On: Making online shopping even better than in store shopping Now more than ever before, all of our clientele is taking advantage of our Home Try-On service. In each package we will further explain how easy the process of choosing a frame has become at the comfort of their home. Gaining the customers’ trust is crucial when it comes to the safe delivery of the products and the protocol which should follow CDC guidelines during this time. Customers need to rest assured that all products have been previously sanitized and are safe to try on.

 Virtually trying on eyewear Virtually trying on glasses will allow customers to use facial software with 3D features. This is a great tool which lets every customer see how big certain frames look in reference facial symmetry. This will also reduce the time customers usually spend shopping in store.

 Returns and exchanges Prescription glasses are thought to not be eligible for a return, however Warby Parker’s mission guarantees their customers a positive experience in finding the frames they feel comfortable in. All returns and exchanges will be processed immediately. Customers will have as long as 14 days upon receiving their receipt to decide whether or not they are satisfied with their prescription glasses. Customers need to be informed multiple times before and on the day they receive their frames that in case they are not satisfied with the eyewear, we will not hold any commitment for the purchase which means the money shall be returned in the form of a full refund or optional store credit.

 Social Media Awareness An important aspect of trusting a brand and expanding our reputation is through the number of people who leave a comment/review on social media. Our marketing team should emphasize social media awareness of our products by including young children as well as elderly who think that our Home Try-On service work better at home than in store. By having this difference of age, we will create a gap and emphasis on the people who can potentially attract more customers.

Further Recommendations During the pandemic, Warby Parker has received numerous emails regarding concern of returns and product exchange times. Many of our retail stores were closed down and our innovation had to come in handy in order to keep our customers happy. During these times, it is crucial that we keep boosting our online sales by making the process of obtaining eyewear simple and the least expensive to retain our customers and attract new ones. By doing this, we will be able to alleviate the loss of revenue from the last 3 quarters as the result of the pandemic. Customers are starting to understand that buying glasses online is the new norm and that there is nothing to fear as we stand for their absolute benefit throughout the process. Our promise and way to give back to society in these difficult times is reflected in Buy a Pair, Give a Pair which is needed to come

back. In conclusion, customers can be encouraged to buy online for their benefit as well as other visually impaired people’s benefit. With our new features as discussed previously we will not only attract undecisive customers, but create social awareness via social media platforms.

Launching process

Marketing plan is crucial when it comes to launching a new product. Having a marketing team dedicated to posting our promotions and encouraging customers to share how easy shopping online has become is a determinant factor for our company.

Our goal is to make sure online shopping becomes even easier than in store shopping. As we are entering the fourth quarter of the year, when most of the sales are made, it is crucial to implement all of our resources in social media platforms as soon as possible. The next wave of surveys will be sent to us for review in 6 weeks as we approach the end of the yar. Can we discuss this launching process as soon as next week? I would also love to hear from our web design team on their thoughts about this year’s holiday season.

JCH