If there's nothing in the market that suits your needsâ€¦take matters into you own hands! At least that's what US based eyewear retailer, Warby Parker, has chosen to do when it comes to their point-of-sale system.
Warby Parker is an eyewear company which has its roots in e-commerce. Although most people prefer trying on frames in-store before buying them, Warby Parker set up an at-home try-on service, allowing shoppers to sample five pairs of glasses for five days as well as a virtual try-on feature to give online customers a real-store experience online. Having disrupted the online retail market, Warby Parker's brand already has a large online following (which includes celebs like Ashton Kutcher and Ryan Gosling).
However, as the brand looked toward establishing a physical presence, it didn't like any of the existing point-of-sale solutions in the market. In an unprecedented move, Warby Parker has made the rare decision to create a custom POS system to suit their specific needs and vision of balancing payments and customer relationship management.
In particular, Warby Parker wanted the flexibility to charge customers only when a customer's purchase actually shipped. It also wanted the flexibility to enter in prescription information at the point-of-sale, to track and compile all of the company's interactions with a given customer (from items viewed by a customer online to email communications) in one place to integrate their online and offline purchases.
The increased costs associated with building a system versus licensing costs to multiple vendors are only short term concerns for Warby Parker as it expects costs to be recovered within a couple of years.
Given the many competitors in the point-of-sale space, the market is growing increasingly commoditized, with many vendors offering many of the same features as Square. As we move towards the prevalence of omni-channel retailing, POS players should take a cue from Warby Parker to provide more extensive CRM functionality and flexibility for retailers.
Image source: Warby Parker
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