Proposal Assignment On Page 410: Sample Case Review

Proposal Assignmenton Page 410 You Will See A Sample Case Regarding W

On page 410, you will see a sample case regarding Warby Parker. You work as a communication specialist at Warby Parker, reporting to co-CEO David Gilboa. Using the skills you’ve been practicing in this course, respond to this challenge: You’re helping Gilboa prepare a report about the company. Gilboa characterizes the report as a “public business plan,†in that it will discuss the company and its objectives, strategies, and operations without disclosing the sort of confidential information that a typical business plan includes. The target audience includes potential investors, employees, and business partners.

To help overcome shoppers’ reluctance to buy eyewear online, Warby Parker offers Home Try-On, in which people can order five pairs of frames, keep them for five days a no costs, then decide which pair they would like to order. This gives shoppers lots of time to try on the frames they are considering and get the options of family and friends. On the job (Internal, Unsolicited Proposal) Write a 2-3 pages internal proposal to your boss or supervisor. Select one of the topics below listed as A-D, and make sure to include it as one of your headings. Remember to include additional headings or sub-headings for each section in the proposal that explain this program- i.e.

Background, Solution, Recommendation. Make sure to correctly identify and analyze your audience, as well as any possible secondary audiences. Usually, the person to whom you submit your proposal is in a position to order the implementation of the change recommended . Home Try-On: Making online shopping even better than in-store shopping Home-Try On: Our tried and true way to eliminate the risk of buying eyewear online Home Try-On: Now you can try on five frames in the comfort of your own home Home Try-On: How we can reduce a major perceived risk in the Warby business model You can use pages in the textbook as a guideline. Be sure to follow memo format for this assignment.

Paper For Above instruction

Internal Proposal: Enhancing the Home Try-On Program to Boost Customer Confidence and Sales

Background

Warby Parker has revolutionized the eyewear industry by offering stylish spectacles at affordable prices and integrating innovative online shopping experiences. One of its flagship initiatives, the Home Try-On program, addresses a significant perceived risk among consumers—purchasing eyewear online without trying the frames in person. Despite its success, there remains an opportunity to optimize this program further to improve customer satisfaction, reduce return rates, and increase conversions from try-ons to completed purchases. These enhancements are vital as the company continues to carve out its place in a competitive and rapidly evolving digital marketplace.

Solution

The proposed solution involves enhancing the current Home Try-On program through targeted marketing, improved customer support, and streamlined logistics. First, an integrated digital marketing campaign can inform potential and existing customers about the benefits of the program, emphasizing its risk-free nature and the convenience of trying five frames at home. Utilizing social media, email marketing, and targeted ads can raise awareness and increase engagement.

Secondly, improving customer support during the trial period can alleviate uncertainties and encourage conversions. This can include follow-up emails, virtual consultations, and a dedicated support line to assist with sizing, style choices, and post-try-on feedback. These personalized touches build trust and foster a sense of connection between the customer and the brand.

Finally, optimizing logistics—such as faster shipping, easy return procedures, and tracking—can make the process more seamless. Ensuring that the process is effortless reinforces the perception of the program as customer-centric, reducing hesitations and perceived inconveniences associated with online eyewear shopping.

Recommendation

It is recommended that Warby Parker invests in a targeted marketing campaign for the Home Try-On service, emphasizing its ease and risk-free nature. Additionally, deploying enhanced customer support and efficient logistics should be prioritized to foster a positive customer experience and increase trial-to-purchase conversion rates.

Implementing these improvements aligns with Warby Parker’s mission to provide accessible, stylish eyewear while creating a shopping experience that rivals or exceeds in-store visits. By reducing perceived risks through better communication, support, and logistics, the company can attract more customers to try its innovative program, ultimately driving growth and strengthening brand loyalty.

This strategic refinement of the Home Try-On program can serve as a competitive advantage in the e-commerce space, reinforcing Warby Parker’s position as a leader in affordable, stylish eyewear with customer-centric innovations.

References

  • Anderson, C. (2015). The Long Tail: Why the Future of Business Is Selling Less of More. Hyperion.
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  • Porter, M. E. (1985). Competitive Advantage. Free Press.
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  • Schultz, D. E., & Padhwa, A. (2000). Integrated Marketing Communications in the Digital Age. Journal of Interactive Marketing, 14(4), 68-80.
  • Weinberg, B. D., & Lattin, J. M. (2017). Understanding the Customer Purchase Decision Process. Marketing Science, 36(4), 627-648.
  • Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services Marketing: Integrating Customer Focus Across the Firm. McGraw-Hill Education.

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