Who would have thought that in the year 2020, our world would be based on tWho would have thought that in the year 2020, our world would be based on the foundation of digital? Today you can purchase a car, purchase a home, consult with a physician, take a virtual tour of different places around the world, and so much more. When Warby Parker announced their idea of ordering eye wear online ten years ago, the idea of purchasing anything online was still new and reactions tended to lean towards the side of caution.
As someone who wears glasses, it is important to me, not only that I can see, As someone who wears glasses, it is important to me, not only that I can see, but that the frames match my style and personality. Getting in your car, driving to the glasses store, and trying on pair after pair after pair with a sales person breathing down your throat telling you every set you try on looks great! Not an ideal situation. Warby Parker has changed the world of eye wear purchasing with the use of online and social media avenues. They saw a need through their personal experiences where the options were limited to individuals in need of prescriptions eyewear. A large factor was the cost of lenses and frames, and of course, finding a set a frames that fit the individual.
As college students, Neil Blumenthal, Andrew Hunt, David Gilboa, and Jeffrey Raider, were able to drastically lower the pricing due to direct distribution. But how does that solve the finding the right pair, you may ask? Warby Parker came up with the marketing strategy to allow customers to pick five frames, free of charge, send them to the customer, and allow the customer to try said frames on in the comfort of their own home. By eliminating the time, possible judgement, and money spent at your local eyeglasses’ location, customers felt at ease and more comfortable and confident in their purchasing decisions.
“When we started the company, we had two goals: offer an alternative to the overpriced and underwhelming eyewear that was available to us, and build a business that could solve problems instead of creating them.” – Neil Blumenthal
Along with their Home Try-On Campaign, social media is used to communicate and offer advise to consumers. They encourage consumers to post pictures of themselves wearing their newly purchased Warby Parker glasses and communicate regularly back and forth through comments on all platforms. This communication with individuals that consumers already know, and trust likely helps to reduce customer dissonance with the new product.
Warby Parker has created and positive experience for the customer that not only builds brand loyalty and recognition, but also repeat business. With the success they’ve seen in prompting customers to participate in user generated content through posting pictures throughout social media, and their timely response to questions and comments, they are highly ranked for their customer service. As a consumer, customer service is key, especially when introducing a new idea into the market. Although many were skeptical at first, the company stood by their original goals, and created a brand that can solve problems for their target market.
Social Media or Bust! 