Retail Gets Real 392. How Warby Parker is redefining retail and customer experience
Sep 30, 2025
Sandy Gilsenan, Warby Parker’s Chief Retail and Customer Experience Officer, shares insights from her impressive career in retail, spanning major brands. She discusses the power of omnichannel strategies that connect digital and physical experiences. Sandy reveals how Warby Parker caters to a diverse customer base and stays innovative with unique in-store services and tech integration. She also highlights their partnership with Google to create AI-powered smart glasses. Lastly, she offers valuable advice for aspiring retailers to embrace risks and think long-term.
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Career Path From Stores To Strategy
- Sandy Gilsenan traced her retail path from The Gap to Nordstrom, J.Crew, Sweaty Betty and then Warby Parker eight years ago.
- She joined when Warby had ~70 stores and now runs retail and customer experience across ~300 stores.
Digital And Physical Reinforce Each Other
- Warby Parker began digitally but learned customers wanted in-person experiences, so stores and online coexist deliberately.
- They use online data to inform where and how many physical stores to open for maximum impact.
Wide Customer Spectrum
- Warby serves a broad age range from pediatrics to progressive-wearers, aiming to be a family eye-care destination.
- Their core customer includes first-time buyers in their 20s and older shoppers seeking progressives.