Zenni, a vertically integrated company, is able to manufacture its own glasses. It is not beholden to Luxottica or other high-priced frame manufacturers.
For this reason, it is able to keep costs down. Because it is an online-only retailer, overhead associated with brick-and-mortar is not an issue for Zenni. Also, unlike a traditional store, Zenni is able to offer thousands (5,600+ to be exact) of glasses on its website (“Zenni Optical”, n.d.). It is not restricted by shelf space like conventional optical retailers.
Though some consumers may feel reluctant to buy glasses online, Zenni makes it as easy as possible. Employing photo capturing technology, users of the site can upload a picture of themselves in a matter of minutes and virtually try-on any pair of glasses Zenni offers. Customers can compare different glasses by trying on several pairs and seeing them next to each other. They can even try different images of themselves to see what the glasses look like on them with their hair down vs. up, with a baseball cap vs. hoodie. Images can be compared, saved and even shared for an indecisive buyer.
Figure 2. Zenni Optical Customer Review
Like Amazon, Zenni publishes all customer reviews for glasses to aid in the decision-making process. Additionally, the company has a decent return policy. If, in the first 30 days, you are dissatisfied with the glasses for any reason, you can get 100% back in store credit or a 50% refund (excluding shipping). For any manufacturing errors, Zenni will remake the glasses free of charge. As a point of comparison, Pearle Vision offers a 30-day satisfaction guarantee, but only permits repair or exchange of an eyewear purchase, no refund (“Pearle Vision”, n.d.). LensCrafters has a 30-day unconditional guarantee; they offer repair, exchange or refund.