Jennifer R. Scott│August 8, 2021
Over a decade ago, four classmates at the Wharton School of the University of Pennsylvania —Neil Blumenthal, Andrew Hunt, David Gilboa, and Jeffery Raider—set out to change the way consumers buy prescription glasses with an idea and a small investment of $2,500. According to a 2015 case study, Warby Parker does not follow the business model of traditional eyeglass retailers. In fact, the founders produced an approach that allows consumers to purchase their eyeglasses online, saving them money and the hassle of having to deal with the middleman. The rest, as they say, is history.
As marketers, it is important to understand how Warby Parker’s social marketing strategy has transformed the process for the rest of us. In the beginning, the organization had to face the realization that consumers would not easily put their trust into such a risky concept. The most prominent concern for members of the target market was that they could not walk into a showroom to try on the product. What would happen if the products offered did not live up to the expected standards of affordability, style, and quality? To address these concerns, Warby Parker developed their “Home Try-On” campaign which allows customers to pick out five pairs of glasses and try them on for free at home, before making a purchase. Since their customers had nothing to lose in this situation, the campaign was and still is a big hit. The company showed true innovation by providing a more personalized experience to their customers.
Warby Parker has also led the way when it comes to personalizing social media marketing. Not only does the company sell their products through social media networks like Facebook and Instagram, but they additionally go above and beyond when it comes to engaging with target consumers on those platforms. The company has figured out a sure method for creating customer loyalty, outside of the “Home Try-On” campaign. In fact, the organization has proven to be more interested in customer service and communication than it is in self-promotion. By engaging with customers on social media, Warby Parker has created a respective connection with its followers. Those who engage with the company on social media have the opportunity to get free advice on eyeglasses via the Warby Parker YouTube channel. The organization has proven that a company can overcome the issue of consumer dissonance just by getting more directly involved with them in the online social environment. From the social perspective, Warby Parker also tries to give back to society. The company has given away hundreds of thousands of pairs of free glass to those who cannot afford to pay for them.
The nugget of wisdom here is that if you are not using social media to connect with your customers, you should be. Since Warby Parker figured out the key to a winning social marketing strategy is personalization, numerous other businesses have started following this model. To stay ahead, we must reap the benefits of this strategy by following suit.