Thanks to the internet…
Founded in 2010 by a group of innovative, college students at the Wharton School of the University of Pennsylvania, Warby Parker (WP) revolutionized how consumers buy glasses. Instead of booking a distant appointment with an eye doctor and traveling to a showroom only to spend hundreds of dollars on a limited selection of frames, WP took full advantage of the digital space to create a new business model. Today, consumers can shop online through the WP website. The ease of use the Internet provides makes shopping with WP easy, convenient, and affordable.
Consumers can also take advantage of the Home Try-On Campaign to test multiple frames at no cost and return the ones that don’t work out. The Home Try-On campaign takes advantage of the direct-to-consumer model to limit the overall cost of frames and enhances each customer’s experience picking out frames.
Today, most consumers utilize social media when making a purchase decision, especially those native to the digital space. This means that, if WP is active on social media, it will automatically be placed in front of more eyes than brick-and-mortar-only establishments.
Sell More by Doing Good
By purchasing through Warby Parker, consumers take part in the company’s philanthropic efforts to donate a pair of glasses to someone in need for each new pair sold. By partnering with VisionSpring, Warby Parker has given away over 6.8 million pairs of glasses, creating yet another reason for consumers to give WP a try.
More than ever, consumers are becoming part of a globalized economy and a world that is more connected and socially aware of the situations of all peoples. This makes socially conscious marketing and business endeavors all the more attractive to consumers. It also offers another avenue of advertising with another story to tell, one of hope, happiness, and the life-changing gift of sight. This doubles WP’s social presence from UGC. Imagine the amount of traffic the company must get just from friends, family members, and strangers inspired by the personal story of a customer with an amazing Home Try-On experience to share or, even more powerful, the story of a person’s life-changing after received a free pair of glasses from Warby Parker!
More than 80% of the Fortune 500 companies market the CSR [corporate social responsibility] programs that they participate in, especially as cause marketing becomes more of a norm in business practices. (Mahoney & Tang, 2016)
Mahoney L. M., & Tang T. (2016). Strategic Social Media: From Marketing to Social Change. [MBS Direct]. Retrieved from https://mbsdirect.vitalsource.com/#/books/9781118556900/
The Power of Social
Social media plays a big part in Warby Parker’s business model First, the Home Try-On campaign encourages consumers to share their WP experience with friends. This element converts customers into brand ambassadors, a technique proven to more effectively attract new customers. New business from referrals and positive reviews that act as brand advocation are highly effective forms of brand marketing.
By harnessing these strategies through the Home Try-On campaign, WP not only pioneered a unique experience for eyeglass buyers but also ensure that the customers’ needs were met and positive reactions shared in a way that physical retailers rarely experience. If WP had started as just another eyeglass storefront, they would not have had a chance in an already established market. Thanks to its young, passionate founders, WP harnessed new technology to reach its consumers on the platforms they already engaged with.
How Customers Keep One Another Engaged
Social engagement also acts as the backbone of WP’s business. Not only is the Home Try-On campaign highly shareable, but it is also engageable. Posting photos of oneself with new glasses is a big deal…glasses are an expression of each person’s personality and sharing that with the world is personal. What better way to attract new customers than through the story of a friend or family member.
This user-generated content (UGC) strategy extends WP’s reach beyond that of its immediate customers, but also to friends and family members of those its serves. 88% of consumers trust online reviews as much as a personal recommendation, which makes UGC more likely to result in a conversion. By creating conversational marketing opportunities on social media, WP utilizes pull marketing to attract interested customers instead of wasting time blasting out large-scale push marketing campaigns that are often wasted.
“88% of consumers trust online reviews as much as personal recommendations.”
Finally, WP is known for its high level of engagement with its customers through social media. Not only does the company encourage customers to participate in digital conversation with UGC, but it also answers questions, responds to comments and messages, and builds personalized relationships with consumers online. This personalized, online experience highlights the personalized nature of the company, its mission, and the values it holds for putting customers first.
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