Introduction

The purpose of this paper is to write an internal proposal to the Chief executive Director of Warby Parker, David Gilboa. The chosen topic is making online shopping even better than in-store shopping. The report will be characterized as a public business plan by Gilboa. This plan will help to identify the proper target audience and sell different array of frames to that identified target segment.

Background

The aim of this internal proposal is to focus on shopping on online platforms, which are getting more attracted to the shoppers, mainly due to the advancement of technology I all the business industries globally. In this context, it can be said that Warby Parker, which is mainly known as JAND, Inc., is an organization from America specialized in prescription sunglasses and glasses, and operating their businesses. The organization mainly sell their products through their website, but also possess retail outlets in the region of Canada and the United States. The organization was founded in the year 2010 (Warby Parker, 2019).

Solution

Advancement of technology has changed the overall market tastes and preferences, along with the basic requirements of the people. To make the online shopping of the customers more attractive on online platforms, the management has decided to offer a service named Home Try-On, where the customers will be allowed to order five pairs of frames, which will be allowed to be kept with the customers for five days, after which the customer can decide which pair will be kept by the customer.

Target Audience

The target audience for this proposal will be also include the employees of the organization of Warby Parker, along with the shareholders and business partners, which will help to build the faith of this new proposal in the mind of the end customers who are present in the market places. This will help to attract new people towards the organization as well as retaining the old customers to the organization. The primary target audience will be the customers who have already brought frames from Warby Parker, along with the employees, shareholders and business partners of this organization. The secondary target audience will be new people, who have not bought any kind of frames from this organization earlier. They will be brand new to the organization and reviews of the primary target audiences can be used as references (Niranjanamurthy et al., 2013).

Recommendation

First of all, the management needs to offer membership to all the people who are buying the frames from this organization, so that it will help to circulate any kind of promotional offers and discounts related news, which will ignite the desire of buying any new frames for family, friends and relatives.

The references and reviews of the people who already have brought frames from Warby Parker can be used to fresh customers, which will help to increase the faith between the organization and the customers.

Promotional offers and discounts need to be provided to the privileged members, which will help to get word-of-mouth publicity for the organization and reach to new prospects and make the m customers of Warby Parker.

References

Niranjanamurthy, M., Kavyashree, N., Jagannath, S., & Chahar, D. (2013). Analysis of e-commerce and m-commerce: advantages, limitations and security issues. International Journal of Advanced Research in Computer and Communication Engineering, 2(6), 2360-2370.

Warby Parker. (2019). Glasses & Prescription Eyeglasses | Warby Parker. [online] Available at: https://www.warbyparker.com/ [Accessed 19 Nov. 2019].

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