Business Communication: Proposal for Warby Parker to Increase Sales

This report presents a proposal for Warby Parker, an online retailer of prescription glasses and sunglasses, to enhance its online sales and customer acquisition through the implementation of a 3D virtual try-on technology. The proposal suggests that by adopting this technology, Warby Parker can address customer concerns about purchasing glasses online without trying them on physically. The report highlights the potential of this technology to attract new customers, improve customer satisfaction, and increase sales in both domestic and international markets, particularly in Australia. It also acknowledges the need for investment in the technology, estimated at $1 million, and recommends leveraging online media for promotional activities to create awareness among customers. Furthermore, the report considers the competitive landscape, noting competitors like Zenni and Glasses USA, and suggests that the 3D try-on feature can provide Warby Parker with a first-mover advantage. The document is contributed by a student and is available on Desklib, a platform offering AI-based study tools and resources.

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Proposal to gain more customers through online sales
The research is conducted on the Warby Parker Company that is an American online retailer
prescription glasses as well as sunglasses that is based in New York City. The company came
into existence in the year 2010 in Philadelphia by Neil Blumenthal, Andrew Hunt, David Gilboa,
and Jeffrey Raider. Warby Parker major product includes the different types of glasses that are
provided by them to customers through online mode. In addition, the company is considered as
manufacturer and suppliers of eyeglasses, frames, sunglasses, monocles and many others. This
paper will reflect the proposal to the company through which they can gain the success in the
market. In the financial statements, it has been found that Warby Parker is valued at $1.75 billion
after pre-IPO investment of $75 million (Thomas, 2018). Since its foundation, the company has
quickly gained the popularity in the market for its $95 on-trend prescription eyeglasses that can
be order by customers through online and they can try at home (Rey, 2018). The amount is
collected by the company for opening 100 new physical stores in order to attain the profit.
In the dynamic business environment, most of the customers like to purchase the product through
the online mode. However, in glasses they get confuse because it is very confusing for them to
decide that which glass will suit them or not. This is the reason due to which customers likes to
visit physical stores where they can check and try the glasses before making the purchase.
However, the advance technology has brought many changes and now with the 3D technology
the customers can check glasses suits them or not through online mode. Considering the present
situation of company, it is proposed to company to implement new 3D virtual try-on technology
in their website (Rayna & Striukova, 2016). This will bring the feature in which customers can
try their glasses by making a video that helps the customer to try glasses from all the angles.

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However, this technology they can try multiple glasses without any cost associated. Moreover, it
will save their time to visit physical store where they can purchase the product.
Presently, eye care is concern of people across the world and it is obligation of the company to
make it easy for the customers so that they can purchase the product. The technology company
who is offering the access to technology is Ditto that allows the company’s website with this 3D
virtual frame try-on feature on its website and app. The company believe that 3D try-on feature
makes the users see themselves with eyewear on in 180-degree (Ditto, 2019). The
implementation of this technology will help the company to gain new customers in market. In
addition to this, they will be able to meet the needs of the existing customers. Collectively, the
new as well as existing customers can easily make the purchase of product with the emergence of
this technology. The sales of the company will increase in the market. However, there is need of
the investment by the company in this technology that is approx. $1 million. It has been found in
the financial statement of the company that they are being valued as $1.75 billion after doing the
investment of $75million.
Thus, considering this situation the company need to source more funds for their company so
that they can bring this technology through online website. Once the company will offer this
technology then they will not be limited to the New York City as there sales will increase in
other overseas market. The customers will like to avail the products and services offered by the
Warby Parker in the Australian market. Thus, the use of technology is effective in the market to
attain the maximum sales of the product.
Further, it has been found that competitors of the company include Zenni, Coastal, Glasses USA,
Mister Spex and many others. These competitors affect the working of company and try to gain

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the attention of the customers towards their products through wide offers as well as discounts.
However, the use of the 3D try-on feature will allow the Warby parkers to give tough
competition to their customers as no one is using this technology in the market. Thus, the
company will be able to gain the first mover advantage by making use of this technology through
which they can attract the maximum customers present in the market (Kitchen & Burgmann,
2010).
It is suggested to the company that with the technology they need to generate the awareness
among the customers about the product and services that they are offering in market. This is
possible with the use of the online media for promoting the products in the market. The
promotion can be done by Warby parkers through online as well as through offline mode. The
recommendation strategy is to make use of online mode in which they can select the social media
channels and make the video of the new service that is offered by the company so that customers
can actually understand and apply the same while making purchase of products from the
company (Todorova, 2015).

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References
Ditto. (2019). Game changing innovation. Retrieved from: https://www.ditto.com/
Kitchen, P. J., & Burgmann, I. (2010). Integrated marketing communication. Wiley international
encyclopedia of marketing.
Rayna, T., & Striukova, L. (2016). From rapid prototyping to home fabrication: How 3D printing
is changing business model innovation. Technological Forecasting and Social
Change, 102, 214-224.
Rey, J.D. (2018). Warby Parker is valued at $1.75 billion after a pre-IPO investment of $75
million. Retrieved from: https://www.vox.com/2018/3/14/17115230/warby-parker-75-
million-funding-t-rowe-price-ipo?fbclid=IwAR3NwlwedeEHY5APsR3Jz-oKJEh-
OVxbr2TiFqHTrKvhtDng_lcnBOwdhK8
Thomas, L. (2018). Warby Parker raises $75 million in latest round of funding. Retrieved from:
https://www.cnbc.com/2018/03/14/warby-parker-raises-75-million-in-latest-round-of-
funding.html
Todorova, G. (2015). Marketing communication mix. Trakia Journal of Sciences, 13(1), 368-
374.