e-commerce technology
Background
In the contemporary world, the people lifestyle has changed. People are uncomfortable and feel it is time-consuming to go to crowded markets for shopping. E-shopping has presented itself as a convenient alternative for consumers to directly buy goods and services from the comfort of their computer or phones. Moreover, online stores are available 24 hours a day, thus alleviating the need for consumers to wait in long lines or search for a particular item in a physical store. The explosion of ecommerce has dramatically influenced the preferences and buying patterns of consumers. Almost all big companies have adopted e-commerce technology to promote their brand and increase sales.
Problem
Undeniably, Online stores are more convenient when compared to regular stores. However, people are more skeptical and consider specific issues for particular items. Most consumers appreciate the fact that eye wears are custom made items with different designs, material for both the glasses and frames and different lens treatment. Moreover, several accurate measures have to be met for eyewear consumers to have a comfortable fit. In this regard, consumers find it more convenient to buy eye wears from physical stores as this gives them a chance to check the quality, design and fit to feel if they are comfortable with the eyewear. The absence of a professional opinion on the type of eyewear a consumer should choose further makes online shopping delicate and risky hence high preference of on store purchases.
Solution
To make the online shopping for eyewear more attractive and to build the consumers’ confidence and trust, it is imperative that Warby Parker adopts a strategy that seeks to make the shopping experience more exciting. HOME-TRY-ON, as a marketing strategy, has a high potential of building customers trust and confidence in online shopping for glasses. This strategy will give consumers for a chance to buy eyewear online and choose five different types of frames and keep them at home for five days at no cost allowing them to pick their preferred design and quality. The consumers will have the time to seek a professional opinion as well as the view of family members and friends on the type of eyewear to chose.
Recommendations
Its recommended that Warby Parker should adopt the HOME_TRY _ON model to increase their online sales.
Immediate changes should be made on the company’s website to change the purchase and return policy and to add a slogan “BUY ONLINE and ENJOY HOME-TRY-ON” for customers to enjoy the benefits and the company to enjoy profits from anticipated increased sales.
Additionally, to create consumers awareness, it is recommended that the company should utilise mainstream media to advertise the online shopping strategy.
Consumers should be allowed to choose the designs and materials of all the five eyewear to be shipped for them to later make the final decision at the comfort of their homes.
The company should ensure that adequate measures are implemented to guarantee the return of the items shipped to the consumer and in good condition. This will need the terms and condition of online purchase to be updated to include the policies to govern the HOME-TRY-ON model. This should include the fines and charges that should be applied to customers who violate the terms and conditions such as failing to return the eyewear after five days.