I hate making appointments. Figuring out the right number to call, taking time out of my work day to reach them during business hours, calling and being redirected, being put on hold endlessly, trying to figure out when my schedule will overlap with availability when the call is finally answered. One of my least favorite adulting activities.
Now, imagine this: a world where you don’t have to deal with the hassle. Thanks to Warby Parker, you can now get glasses without the headache.
How it works:
- Use your existing prescription or get a new one at a Warby Parker or other store, no appointment necessary. Do it when it works for you.
- Take the online quiz for suggestions, browse frame options on the website, pick 5 of your favorites to try on.
- Receive the frames in the mail, poll your friends on Instagram, and pick your look.
- Return the try on frames and place your order. Easy and on your own time!
This is clearly the better way to buy new glasses.
Digital first
Warby Parker is an innovative company that changed the landscape of eyewear purchasing, brining excitement to an otherwise uneventful process.
The success of Warby Parker is partially due to the digital nature of their company. Nearly the entire process is online, with users having access to the site whenever they choose. By meeting customers where they already are (online), the company is able to decrease barriers and make the purchase process easier.
To further engage customers digitally, Warby Parker has come out with an app that allows people to virtually try on glasses. This approach is the premise of the company; ease of use.
If the company was in a traditional media environment, it would be much more difficult to stand out from the competition. Print catalogues would have to be sent out to customers and the reach of the company would be limited. By leveraging their digital first approach, Warby Parker is able to connect with many more constituents.
In addition to their digital technology approach, Warby Parker uses social media to drive home their message and connect with customers. The company does not simply talk at people, but rather have a conversation. Customers receive feedback from the organization on social posts, have their videos and photos shared, and can communicate via text with questions. By opening the channels of communication and focusing on transactional communication, Warby Parker is creating buy-in for consumers.
The perfect example
A friend at work recently realized her vision was not as clear as it once was, so like any good millennial, she turned to her network. She had seen social media posts and other friends try Warby Parker, and decided to try it out herself. Sam went online and had her try-on frames sent directly to the office so she could get feedback. After narrowing it down, comparison shots were posted to her Instagram story and friends were asked to help her decide. This type of content is pure gold for a company. Non-sponsored people using the product, engaging their friends, and tagging their company is what every digital-forward company hopes for.
To further encourage this participation, the company created #warbyhometryon. Over 24,000 users have self-identified their use of the product.
Warby Parker uses this content to share on their social sites, making their brand more relatable. Using real people allows future customers to connect and see themselves in the ad more so than with a model or generic marketing message.
People are more willing to trust someone they know as opposed to a company, so users promoting products to their friends is a very powerful persuasion tool. Consumer Affairs has a great article about trust and brands, explaining that consumers are wary of messages from brands, and rely on information from people they know to make choices.
Warby Parker has harnessed the power of people, making their brand stand out in an otherwise mundane process. This company has made trying on glasses fun, instead of a hassle.
Digital First 