Clearly first operated only in online channels but in the year 2013 it opened three offline

Inventory- only showrooms where it displayed its products. In this the information is
delivered through an offline channel but the product delivery is online. Clearly wants to
target the offline information system of Independent ECPs and leverage their online
presence to increase sales.

ALTERNATIVES IDENTIFIED

● Establish more offline stores to increase reach and audience covered.

● Collaborate with ECPs and implement the Omni channel retail model
● Collaborate with mass merchandisers like Walmart & Costco
● Continue with the existing online model and provide more discounts

ANALYSIS
Reasons to collaborate with ECPs:
 ECPs have 50% share of overall market and are the main distribution channel
 ECPs are the first point of contact for eyewear consumers with eye exam ,
prescriptions; this service is not possible for mass merchandisers
Channel Integration
 Access to online store items at physical store.
 Knowledge about offline stores on online channel.
 Offline stores can complement online channel in terms of service quality (people can
go to the store and feel the product).

From Exhibit 6 (January 1 to September 30)

● Offline Store conversion = 9%
● Online conversion ratio = 4%
● Call center conversion ratio = 11%

There is a 6.3% increase in market share from 2013 to 2014 (From exhibit 4) which implies
that online and offline channels complementing one another.

RECOMMENDATION

Create a Shared Value Model with ECPs

1) Provide the customers a Hybrid Experience by BOPS (Buy Online, Pick up in Store)
and/or ROPO (Research Online, Purchase Offline)- Increased Traffic; Incremental
Sales; Reduced Search Friction
2) Seamlessly Link individual ECP with customers from Clearly’s digital channel
extending reach of ECPs beyond their existing customer base- Extended customer
pool; More revenues
3) Provide ECPs easy access to innovations in optical technology with R&D from clearly
team- From vision correction to fashion accessories to more innovations in the years
to come