From its early beginnings as a digitally native disruptor to becoming a household name in eyewear, Warby Parker has consistently challenged conventions in retail. Sandy Gilsenan, Warby Parker’s chief retail and customer experience officer, joins us to explore how the company is reshaping the customer journey and redefining what it means to be an innovative retailer today.
Warby Parker pioneered the blend of physical and digital retail, showing that online and brick-and-mortar aren’t competitors — they’re complements.
Sandy Gilsenan, Chief Retail and Customer Experience Officer, Warby Parker
Gilsenan says the brand uses data to decide where to open stores and how to design customer experiences that feel seamless whether you’re shopping online, trying on frames virtually or visiting a store in person to tie together the whole experience.
“There’s a magic in the store,” Gilsenan notes, pointing to tactile and service-driven aspects that can’t be replicated digitally.
Serving every customer, at every age
Who shops at Warby Parker? According to Gilsenan, the answer is just about everyone. From pediatric patients getting their first exams to boomers seeking stylish progressives, Warby Parker’s customer base spans generations. The company’s wide product assortment and services are designed to meet customers wherever they are in life — and however they prefer to shop.
Disruption is easy; sustaining innovation is harder. Gilsenan says Warby Parker continues to evolve by rolling out eye exam capabilities in every store, experimenting with new store formats like grocery-anchored centers and investing in digital tools like Advisor, a platform that provides personalized frame recommendations online. The company’s recent partnership with Google to develop AI-powered smart glasses exemplifies its forward-thinking mindset, merging technology and eyewear in ways that promise to change how customers live and work.
Artificial intelligence is woven throughout Warby Parker’s customer journey, from computer vision powering its “glasses eraser” feature to proprietary AI that enhances frame recommendations. For Gilsenan, AI is not just about efficiency — it’s about creating more personalized, seamless and enjoyable interactions for customers and employees alike.
(00:00:00) Sandy Gilsenan’s career path to Warby Parker
How early retail roles built a foundation in service and operations
Why Warby Parker stood out as a career pivot opportunity
The rapid growth from 70 stores to 300 and beyond
(00:05:08) The power of omnichannel retail
Why Warby Parker expanded beyond its online-only beginnings
How pop-up shops validated demand for physical stores
Why in-store visits still hold a special appeal
(00:07:43) Who is the Warby Parker customer?
Why the brand serves everyone from kids to boomers
How Warby Parker became a go-to for first glasses and progressives
The role of virtual try-on tools in customer shopping habits
(00:10:30) Staying innovative and looking ahead
How Warby Parker evolved into a full-service eye care company
Why store formats now include malls, lifestyle centers, and grocery hubs
A new partnership with Google to develop AI-powered glasses
(00:16:20) Harnessing AI to enhance retail
How Warby Parker integrates artificial intelligence across customer touchpoints
Why AI-powered recommendations improve shopping experiences
How AI is shaping both customer journeys and employee workflows
(00:20:30) Advice for the next generation of retailers
Why stepping outside your comfort zone drives growth
The lessons learned from pivoting into retail operations
Why retail offers lasting and diverse career opportunities
Get ready for Retail’s Big Show in NYC
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