50 minutes | Jul 20th 2020

Running a Digitally Native Eyeglass Brand (with Ryan Fisher from Felix Gray)

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  • How Felix Gray helps customers find the perfect fit by combining digital and in-store experiences
  • 3 factors to work through: style, price, and brand equity
  • Cross-selling for a product that generally lasts for years
  • How different SKUs face different kinds of competition
  • Building a website flow to help customers self-segment
  • Maintaining brand standard across a ton of different channels
  • Targeting paid ads when your product connects with a broad cross-section of consumers
  • How Felix Gray segments customers to better understand repeat purchase rates (and offer better education)
  • Establishing authority in a “post-trust” era
  • Using data to decide when to launch products
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