Business Proposal Assignment- COM3112.docx - Date To Mr...

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Date: November 24, 2020 To: Mr. Gilboa From: Communication Specialist, K.C. Subject: Home Try-On Concept Testing _________________________________________ Background : Our company, Warby Parker, has seen a significant decline in our sales in the last quarter of this year due to the latest circumstances known as the Covid-19 pandemic. With the threat of a deadly virus amidst our shops and the world, customers have become more and more wary of coming in person to try on our products. As our company is struggling to pay rising rent charges and attract new consumers, Warby Parker’s image is slowly fading from consumer awareness. Desperately in need of innovation and fresh ideas, this begs the question: will at- home try-ons be the “new normal” and save our company’s well-being and image? Is it time for Warby Parker to utilize the internet to our advantage? To resolve these problems, the marketing department has introduced a new concept: Home try-ons for all consumers. In the beginning of January of this year, the South Florida residents were the first to try out the new feature. Participants may order five pairs of glasses, retain them for five days at no additional cost for try- ons and to determine which to keep, and return the frames they do not choose to buy. Perceived Risks Prior to Test Market: Going into this test market, there are potential risks and issues we must evaluate. Firstly, there are a number of shipping risks. The consumer may not either receive all pairs of glasses or any at all; the company depends solely on the shipping company, such as USPS, etc. At times, the shipping handlers may come across issues such as breakage, missing packages, etc. With damaged shipments, this concept may turn out to be costly

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