Amy Larson

VP Marketing & eCommerce, Glasses.com
Luxottica Retail

Amy Larson, VP of Marketing and Ecommerce for Glasses.com, has worked in marketing and e-commerce for 15 years, with 11 of those in optical. Amy has won numerous awards, including the recent Innovator award from Vison Monday for Most Influential Woman in Optical, and presented at many industry events. For Glasses.com, she achieved the following last year—drove a 40 percent increase in revenue with a 50 percent decrease in the marketing budget, oversaw the successful rebranding of Glasses.com, and replatformed on a new e-commerce engine in six weeks.  Amy’s goal is to change people’s perspectives about glasses from “must wear” to “love to wear." 


Main Conference Day Two

14:00 PM Kick Off Case Study: Building Your Customer Service Brand Story

Glasses.com, an online retailer of prescription and non-prescription glasses and sunglasses, recently unveiled a new brand identity that further pushes their mission to change the way the world sees glasses. Glasses.com prides itself on being a customer-centric company. A key goal for the new roll-out is to alter the thinking around glasses from a medical utility to a style accessory that you update seasonally. They’ve created call center strategies to support the company’s rebranding and new vision, and their customer service team engages with customers to promote the idea that “style has no prescription”.

The company uses an intense training process to help customers find eyewear that truly reflects who they are. And in 2014, 30% of revenue was driven by the call center. This presentation will cover the following:

• Create a customer service vision
• Build an effective call center team
• Training objectives and techniques that drive sales/e-commerce