Warby Parker
SHAKING UP THE STATUS QUO
I have been wearing eyeglasses most of my life, and going through the process always frustrated me. The travel to an eye doctor appointment was long; eye exams were costly without benefits; the showroom had a limited number of frames, and it took up to three weeks for me to receive my new glasses. Even though I did not like the traditional process, I accepted it because I needed my prescription glasses.
Warby Parker changed the traditional method in purchasing eyeglasses by establishing an online company that designs and manufactures custom-fitted eyewear. The company delivers five different glasses, and the customer chooses which ones they want to keep. At first, I was skeptical of the concept because the traditional method was engraved into my routine. However, Warby Parker’s social media strategy convinced me that this new method of purchasing glasses was better and more personal than the traditional process.
On their Facebook page, the company uses transactional communications to engage with their followers and understand their needs. Unlike conventional marketing communication methods, which is a linear process, the transactional model emphasizes keeping communications alive between the sender and receivers because the communicators are independent of each other. For example, Warby Parker announced a new iOS application that allows consumers to try on different frames virtually at home using their mobile phones or tablets. Consumers responded to the company by giving them good and bad feedback about their experiences. Warby Parker connected with the consumers by giving them immediate responses and plans of action if they had an issue. In a traditional media environment, the company would not be able to engage with consumers immediately. Moreover, the consumer would not have been happy and moved on to find a new retailer.
Another factor that contributes to the company’s social media marketing success is its user-generated content. User-generated content is viewed by many social media users to be genuine and personal compared to content created by brands. Warby Parker celebrated its 10th anniversary recently, and some consumers congratulated them with warm comments and pictures. Another example is feedback from customers that purchased new style frames, such as their Italian line-up launched in February. Consumers and customers engaged in conversations discussing the look and need for these new frames. User-generated content is important to me because it helps me with making major buying decisions by letting me converse with other consumers and learn about their experiences and challenges with the product or service.
Warby Parker’s social media marketing strategy reduces dissonance because they are involved in their discussions with consumers, no matter if the feedback is good or bad. Furthermore, the company is transparent about themselves, their manufacturing process, and their involvement in the local and global communities. In there 2018 impact report, the company discloses the importance of following the Global Reporting Initiative (GRI) guidelines when using materials to create their products. By sharing their information about their involvement with the GRI gives customers a good feeling that their money contributes to global sustainability. The growth of future generations depends on how we manage the earth’s precious resources today.