Warby Parker’s Approach Points the Way to the “Store of the Future”

Give customers a comfortable chair and a copy of the Paris Review and they’re all yours.

Visitors to Warby Parker’s SoHo store in lower Manhattan relax in a cozy sitting room with books and easy chairs and vintage copies of the Paris Review. Is this any way to sell eyeglasses? In the view of an Advertising Age special report, it is becoming the way to sell anything. As e-commerce merchants move to brick-and-mortar locations, they are pointing the way toward “the store of the future.” Ad Age quotes Apple's Angela Ahrends: "I don't want to be sold to when I walk into a store. Don't sell! No! Because that's a turn-off. Build an amazing brand experience, and then it will just naturally happen."

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