3 reasons Warby Parker likes physical stores

Author

Stephen Babcock
August 18, 2022

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A new study from PepsiCo shows an uptick in shoppers that spend 25-50% of their grocery dollars through ecommerce. To SVP and Head of Ecommerce Marketing Emily Frankel, it underscores how ecommerce is sought out for convenience that provides not only choice, but the ability to calculate how items fit into a budget. “It’s not just early adopters anymore,” Frankel told Progressive Grocer.

Alongside news of layoffs and talk of headwinds, Warby Parker leaders said they are on track to lay the groundwork for future growth by opening 40 new brick-and-mortar stores this year. At a time when more DTC companies are going into physical retail, here’s a look at why the eyewear brand likes in-person. In short, stores provide a marketing boost, offer capital efficiency and fit into the brand's long-term strategy to offer holistic vision care (think: eye exams).

Known as Inspire, Amazon is exploring the addition of short-form video to its app with a test among employees that makes content accessible from the bottom bar. This may be less about adding a social element, and more about adding video content that is shoppable through embedded product links. Whether this will ever be released publicly remains to be seen.

In this week’s look at hiring and promotion news, new CFOs are joining Gopuff, JC Penney and Revlon. Plus, a series of C-level promotions at Petco, Carhartt’s new chief brand officer and Asos makes restructuring moves.

A Q2 recap from Skai shows commerce ads were up across retail media and social channels. The 42% year-over-year growth in retail media underscores how Amazon is gaining share in advertising, as well as the number of new networks launched by others. Brands take this approach to reach a larger group of shoppers while they are in-market.

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