The New York Times’ Claire Cain Miller just wrote a great profile of Warby Parker, a New York startup that is seeing success by building an ecommerce market for prescription eyeglasses. This is the latest example of how traditional notions of what consumers will or will not buy online no longer apply.
Ecommerce Has Evolved
Up until recently most skeptics considered certain items off-limits in the ecommerce retail world -- items like furniture, fine jewelry, cars and appliances. All of these products were considered too complex, and as such, most retailers felt consumers would need to see them in person before committing to a purchase.
At the heart of Warby Parker’s strategy is a focus on offering customers convenience and superb customer service to make them feel comfortable with purchasing online. For example, the site allows shoppers to upload photos of themselves and virtually try on glasses. All eyeglasses are completely returnable, but the company will also mail customers five loaner frames to try on at home, or they can even be directed to several of Warby Parker’s physical locations across the country.
Ecommerce Works for Big-Ticket Retail
Here at Blueport Commerce, we recognized the ecommerce market for these big-ticket purchases over a decade ago and have been at the forefront of developing online retail strategies for retailers in these categories ever since. Warby Parker is another example of the immense opportunity online for businesses in all categories, and we are excited to see more companies take cues from these successes and make their foray online.
Copyright 2010, Official Blog of Blueport Commerce
Ecommerce Has Evolved
Up until recently most skeptics considered certain items off-limits in the ecommerce retail world -- items like furniture, fine jewelry, cars and appliances. All of these products were considered too complex, and as such, most retailers felt consumers would need to see them in person before committing to a purchase.
At the heart of Warby Parker’s strategy is a focus on offering customers convenience and superb customer service to make them feel comfortable with purchasing online. For example, the site allows shoppers to upload photos of themselves and virtually try on glasses. All eyeglasses are completely returnable, but the company will also mail customers five loaner frames to try on at home, or they can even be directed to several of Warby Parker’s physical locations across the country.
Ecommerce Works for Big-Ticket Retail
Here at Blueport Commerce, we recognized the ecommerce market for these big-ticket purchases over a decade ago and have been at the forefront of developing online retail strategies for retailers in these categories ever since. Warby Parker is another example of the immense opportunity online for businesses in all categories, and we are excited to see more companies take cues from these successes and make their foray online.
Copyright 2010, Official Blog of Blueport Commerce
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