“There’s an app for that.” As brands continue to digitize, so do some of the most basic rituals and services that many consumers have grown up with. This time around? A visit to the eye doctor.
Most recently, Warby Parker whittled its own virtual vision test via its newly-minted app, that allows users to determine their prescription and promptly renew or order both glasses and contact lenses all within ten minutes. Though the digital sight test doesn’t replace a regular visit to the optometrist, it does help busy consumers snag their prescription in a pinch for $15 a pop.
By modernizing the classic eye exam to fit into the palm of the consumer hand, Warby Parker, which has been steadily climbing the ranks of Gartner’s Digital IQ Index: Specialty Retail, simultaenously flexes its digital foresight and shortens the path to purchase for customers. As a brand born from digital beginnings, the online retailer can now add app agility to its list of accomplishments, having spent time improving its original “virtual eye exam”, which incorporated the use of both a laptop and a phone, into the convenient creation it is today. Additionally, the app sets the stage for the post-pandemic future of e-commerce and proves that pandemic or not, convenience will always be king.