Page 14 - envision-01-2023

Cover Story

ONLINE OP T IC AL S ALE S

“ Part of the company’s

stated mission is ‘to
do good in the world One of the most popular and successful names in online optical sales is Warby
“ do good in the world without charging a premium for it’. They achieve this by
without charging a Parker. One glance at their website signals that the company’s image is young,
premium for it’. cool, creative and consumer-friendly. Part of the company’s stated mission is ‘to

providing what they insist is higher-quality, better-looking prescription eyewear
at a fraction of the going price. The cost saving derives from the fact that all
Warby Parker frames are manufactured in-house. They are not, however, among
the least expensive providers.

It’s a widely-accepted tenet that one of the ‘musts’ of selling to today’s savvy
consumer is a social mission, a purpose larger than the product itself. What
was formerly thought of as primarily a millennial play appealing to young
people’s sense of social entrepreneurship is now a given. If you want to sell the
product, you have to sell the vision. Warby Parker’s Buy a Pair, Give a Pair
program was born out of the awareness that 2.5 billion
people globally need glasses but don’t have access to
them. The company works with partners around the
world to ensure that for every pair of Warby Parker
glasses purchased, a pair of glasses is distributed to
someone in need. The program is active in more than 50 countries and over eight
million pairs of glasses have been distributed to date.
Warby Parker has developed a slightly different business model than their
competitors, with two try-before-you-buy options: at-home and virtual try-on.
At-home try-on allows shoppers to select five frames for free delivery. The
process involves answering a quiz regarding face width, shape, colour, material,
and the date of the person’s last eye exam.

With their virtual try-on app, frames are superimposed onto the face and move
with the person to simulate real-life situations and lighting conditions as much
as possible. One caveat: The app can be downloaded on the AppStore, but it’s
available only on iPhone X.

In the fall of 2019, Warby Parker launched Scout, their first-ever brand of daily
contacts.

12 / JANUARY - FEBRUARY 2023 / www.ENVISIONMAGAZINE.ca /