Warby Parker's New Store Features (Pneumatic) Blast From The Past
By Megan Zielinski, contributing writer
New Manhattan location blends technology in a century-old building to create unique customer experience
Well-known for its eclectic collection of affordable prescription glasses, e-commerce company Warby Parker has opened the company’s third brick-and-mortar store in Manhattan — in a century-old, vintage New York building. With features such as cathedral-style windows, 20-foot ceilings and a 115-foot wraparound frontage, the store perfectly suits the often vintage-inspired Warby Parker brand. Warby Parker restored many of the building’s architectural details, including the original black and white terrazzo flooring and unique interior moldings.
Along with the renovations, the company added some throwback technology for its merchandise delivery system: pneumatic tubes. Point of sale technology will allow employees to send customer information and interest to inventory in the basement, that will push up glasses for each customer through the unique delivery system. Cofounder Neil Blumenthal says the company wanted to keep the showroom uncluttered from inventory: “Pneumatic tubes were fun, and the most effective way to do it. Sometimes you don't need the newest technology to create the best customer experience."
The new store continues a trend for the company to blend the old with the new. In April 2013, Warby Parker opened its flagship store in NYC’s SOHO area. This first physical location features high display shelves, a rolling ladder, old brass library lamps — the store portrays an old library feel to browsing customers. Warby Parker intertwined the vintage atmosphere with new technology — installation of Wi-Fi sensors throughout the store tracks the flow of traffic in retail space, customer browsing trends, and product preferences. The business intelligence collected helps improve the shopping experience for customers, both in-store and online. In additions, associates use tablet-based mobile POS, allowing them to move to meet customers throughout the store.