How Warby Parker Changed the Options for Eye Wear
This is part one of many explorations on companies and their effective uses of Social Media.
Warby Parker, the glasses company. We’ve all seen the commercials on TV or while waiting for our latest YouTube video to load. They sell glasses, they send frames in the mail for you to try before you buy.
We’ve all heard the “try before you buy” from a lot of companies lately, but what makes Warby Parker’s campaign so different and successful?
Their connection with their customers.
From the beginning, the creators of Warby Parker (Neil Blumenthal, Andrew Hunt, David Gilboa and Jeffrey Raider) found a problem with the traditional process of getting glasses and frames. They addressed some of the biggest issues associated with glasses and frames: cost, availability, and time. They changed the game with the customer in mind and were able to change the process into something much easier for the consumer.
Warby Parker has challenged many assumptions since their founding in 2010, including the dissonance of buying glasses online and not from a brick and mortar store, the assumption that due to the price, the quality would be lower, and even the assumption of the authenticity of the idea of selling glasses online. How did they overcome most of these obstacles?
By connecting with their customers on social media and letting their customers on social media spread the word to their followers and friends. Warby Parker “encourages transactional communication by consistently communicating with and responding to customer comments on their social media platforms.” (Mahoney & Tang, 18). They also prompt their customers to participate in creating their own content with the users wearing the glasses frames on social media platforms. They used their customers and their genuine reviews to build communication and trust with their future customers. In addition to social media, they helped educate others with educational YouTube videos.
They have done all of these things by focusing on the consumer and the problems the consumer faces concerning glasses and frames. By encouraging users to post their own content on social media, they’re building relationships with potential customers before they’ve even considered Warby Parker to buy glasses.
Not only that, but Warby Parker has built up credibility and further problem solving by teaming up with another company (VisionSpring) to offer a pair of glasses for someone in need for every pair of Warby Parker glasses a consumer buys. Talk about helping others and building a sustainable brand, all while helping customers and those in need. I always love hearing that my purchase of something I need (like glasses) can also help someone else.
Warby Parker has focused on helping their customers with problems they’ve faced rather than forcing customers to buy their product in every social media post or YouTube video. By focusing on their customers and their problems and allowing them to join the conversation about their products and problems, Warby Parker has made big strides with how customers engage with companies on social media.
After all, social media should be a conversation and should be social. It’s right there in the name.
The idea of glasses that don’t break the bank, help someone else in need, and that I can try on before I buy is really tempting.
My eye exam is coming up. I think I’ll check out Warby Parker.
Anyone else want to join me?