Target Optical's improved online shopping experience

August 29, 2013 - Article reads in
guest experience
a couple wearing their new glasses

When Target Optical’s website first launched in 2010, guests could buy contact lenses and schedule eye exams online. But thanks to a site upgrade, we’re offering even more services to guests, including prescription glasses and sunglasses. The big news: New trial packs that allow guests to choose up to four frames online and try them on at home for free. 

Here’s how it works: Go to Target Optical and search for eyeglasses or sunglasses. Browse top brands like Ray-Ban and AX Armani Exchange, or Target-owned brands like Merona and Mossimo. Choose four frames to include in a trial pack. Or, based on your style preferences, opt for a pre-selected pack of frames. Examples include the “retro pack” or the “glam pack.” After entering basic information like your mailing address, the trial pack will arrive in five to seven days. Target will send a confirmation email when the order is on its way. After trying on frames, just put the provided return shipping sticker on the box and send it back.

“The big perk is being able to try on frames in the privacy of your own home,” says Nicole Bridgeman, national optical manager. “We’re also widening the scope of U.S. guests we’re able to serve with our website.” Even if a guest can’t make it to one of the 331 U.S. stores with Target Optical, she can still shop for frames or contacts online. 

Live chat is another new feature. If a guest encounters any issues with the Target Optical site or wants advice, there’s someone available to chat through the site.

The website refresh is all about creating a better optical experience for our guests. “We’re creating one experience guests can access anytime, anywhere, however they want,” says Jenna Kunkel, senior marketing specialist, Healthcare.

To check out the improved site, visit Target Optical.

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