My Unparalleled Omnichannel Experience with Warby Parker

by Amol Tembe

For the last 10 years, I’ve been shopping at Warby Parker . But lately, it’s been a brand on my radar more than ever before. Why? Because of?eTail!

Warby Parker has a well-organized store, friendly staff, great prices, quality glasses, a good selection, easy buying process. I wasn’t even going to consider shopping somewhere else.?

And I started to think: Does omnichannel extend to our lives with the product? Or is that classified as CX? Previously when thinking of omnichannel,?I was thinking store, mobile, web, and social. Until yesterday, I wasn't thinking about my experiences with the product outside the purchasing journey. I wasn’t thinking about my excitement and anticipation of this upcoming purchase. But now I get it.

Every day, I actually feel like I’m part of a club.

We’re hosting a can’t miss keynote fireside chat at?eTail Boston with Sandy Gilsenan , Chief Retail and Customer Experience Officer at Warby Parker , moderated by Jill Manoff , Editor-in-Chief at Glossy : The Evolving Customer Experience: How Brands Can Use an Omnichannel Strategy to Meet Shoppers Where They Are

I went to warbyparker.com and took a look at what they had to offer, but as our head of eTail marketing Lena Moriarty says, “If you’re gonna wear glasses, you have to try them on, because you don’t know if you look good without trying them on, just saying.” I’m with you so far, Lena. ?

You know what? Warby Parker figured the trying on part too, even if you’re not close to a store. It’s called Home Try On where they ship five frames of your choosing to you to try on - a true seamless blend of offline and online! Not only that, but they utilize their own app and 苹果 's ARKit and True Depth features to do a virtual try-on option as well.

But hey - I enjoy the in-store experience so I headed over to Grand Central! What I picked up on this time was how similar the in-store feel and the online feel was.? It’s like I was inside the website. They let me browse without any pressure, just a friendly greeting. (Plus, it doesn’t get any more convenient than Grand Central for me and millions of others.)

Sadly, I forgot the name of the frame I liked. So I want to do a bit more work online first and I prefer desktop to mobile. But after that, I’ll be back to the store for a try on, and then I’ll order online. ?

Now that’s omnichannel. I can’t wait to get my new Warby Parker glasses. I am a customer for life. Yes all DTC brands and retailers can learn a thing or two from Warby Parker, and that’s why we have them speaking at eTail.

Here's a sneak peek of what's to come at eTail Boston this August 12-15.

Shaping the Ideal Digital Customer Experience with Douglas Hwang from Harry's Inc. , Jenna Flateman Posner from Solo Brands , Michele Fitzpatrick from Marigold , Ruchika Julapalli from J.Crew and Stephanie Urban from Camuto Group !

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