Warby Parker eyeglasses and home try-on concept
Introduction:
What happens when a traditional industry meets an innovative digital-first mindset?
Warby Parker is a textbook example of how social media, technology, and customer-centric thinking can completely reshape a marketplace.
The Problem With Traditional Eyeglass Retailing
Before Warby Parker entered the market, buying prescription glasses usually meant:
- High prices for frames and lenses
- Mandatory eye doctor appointments
- Limited frame selection
A New Business Model Built for the Digital Age
Warby Parker sells directly to consumers online and makes its frames in-house, unlike traditional eyewear retailers. This removes middlemen and cuts cost significantly.
At first, this model created consumer dissonance. Many people were skeptical:
- Can I really buy glasses online?
- Is the quality good if the price is so low?
- What if the frames don’t fit my face?
The Home Try-On Campaign: Reducing Risk and Building Trust
Warby Parker’s Home Try-On Campaign allows customers to test frames risk-free
One of Warby Parker’s most innovative ideas is its Home Try-On Campaign.
- Customers choose five frames online
- Frames are shipped to their home for free
- Customers keep their favorite and return the rest at no cost
From Advertising to Conversation
Instead of pushing one-way advertisements, Warby Parker focuses on two-way communication with its audience.
- Responding to comments and questions
- Encouraging user-generated content
- Sharing customer photos and stories
- Creating informative YouTube videos
User-generated content allows potential customers to hear about Warby Parker through people they already trust and not just company messaging.
A Story Worth Sharing:
Through a partnership with VisionSpring, Warby Parker donates one pair of eyeglasses for every pair purchased.
This socially conscious mission gives customers another reason to switch brands and another story to tell their friends.
What do you think about Warby Parker’s use of social media? Would you buy prescription glasses online?
Social Media Marketing 