Retail Touchpoints: From Warby Parker to Sugarfina, Former Pure Plays Discover Omnichannel Success
A special report from Retail Touchpoints included insights from DynamicAction CMO Sarah Engel on unique pure players that have evolved into omnichannel success stories, like Everyone, Sugarfina, UNTUCKit, and eyewear retailer Warby Parker.
In the Warby Parker model, a limited selection of products are available in-store, allowing the retailer to occupy prime, albeit small, real estate at a minimal cost, according to Sarah Engel, CMO of DynamicAction. While some industry experts questioned whether shoppers would be okay with leaving the stores and waiting for their purchases to ship, Warby Parker’s continued expansion has proven that consumers are okay with the tradeoff.
“They’re not holding stock, so they can have a much smaller footprint and gorgeous stores, for example right off the High Line in New York. That would usually be a very, very expensive stay in New York, but they are able to have a smaller footprint, and consumers are still able to have an experience.”
Access the full report here: From Warby Parker to Sugarfina, Former Pure Plays Discover Omnichannel Success