Warby Parker eCommerce Success Story (1)

Over the years, we have covered many case studies on eCommerce here on this blog. However, despite having mentioned this brand before, for some reason, we have never fully explored the case of Warby Parker, the online optical retailer.

It is actually quite strange, because it is one of our favorite cases, and if you keep reading, I am sure it will become one of yours too.

Why? Well, for reasons like their business model, digital adaptation, how they overcame obstacles, customer service, user experience, ethical positioning, communication strategy... let’s dive in.

It is always interesting to start with the root idea, the insight behind every business. In this case, the inspiration came from a personal experience, which was then extrapolated into a collective need.

Imagine a group of university students, with the profile you would most likely think of first: young people, with lots of expenses and limited income. What happens when one of these students loses or accidentally breaks their glasses? Well, in this particular case, they go an entire semester without them, straining their eyes and complaining about it constantly.

Prescription glasses are a necessity for a significant segment of the population, but they should not be exclusive in terms of pricing. In the U.S. market, there was practically a monopoly—one company controlled nearly the entire market and used its dominance to set high prices.

And then, there is the other part of the glasses: the frames. Paying for the lenses is already difficult enough, so there is not much left in the budget for frames. This means you have to give up on high-end brands and more stylish designs and settle for something basic.

Therefore, there was a gap in the market for the first company to offer quality glasses at a fair price with stylish designs—and make it profitable.

Let’s try to answer all these questions to understand how Warby Parker overcame these challenges.

The first and most obvious challenge is the eye exam. Technology has not yet advanced enough to allow it to be done online. So, Warby Parker partnered with optical stores and optometrists across the country, who perform the necessary exams so that the customer can place their order based on the results (they also now have their own physical stores).

Customers can schedule their eye exam through the website, find the nearest partner professional, and the cost is $95 for glasses and between $150 and $170 if the exam includes contact lenses.

Additionally, they offer an online self-assessment tool for those who are renewing their glasses but feel their prescription hasn’t changed.

It’s not available in all states, but it is a really interesting advancement in digitalization.

Okay, we have solved the medical aspect, but when we buy glasses, the aesthetic side is also very important. After all, glasses are an accessory we wear daily, and they have a significant impact on our appearance.

Yes, there are virtual try-ons. In fact, Warby Parker uses augmented reality so customers can try on glasses virtually. It works quite well and allows users to see different colors and sizes, using just the camera on their device.

But this is not exactly revolutionary, especially if we are talking about an eCommerce store worthy of a case study. Here, Warby Parker goes a step further in enhancing the user experience and purchase journey.

To allow customers to physically try on frames, they offer a solution where you can choose up to 5 different pairs, have them shipped to your home, and then try them on for 5 days (without prescription lenses). Afterward, you choose your favorite, and they will manufacture your final pair based on your choice.