Buying Glasses Online ? A Brand New Way to Shop
When Warby Parker introduced prescription glasses online most people were used to buying their prescription glasses at the eye doctor. At this time people were used to going in stores to try on and purchase glasses. Warby Parker decided to provide consumers with a new experience. This was not an easy change for consumers because they were already used to buying glasses in stores. What stood out the most to me was that Warby Parker didn’t use traditional advertising to convince consumers to purchase glasses online. Instead he used social media to engage with consumers to sell his product.
How Did Warby Parker Gain Consumer Trust?
Warby Parker used many different techniques to gain credibility. He used a home try on program that allowed consumers to get products to try before purchasing. This allowed consumers to try them on and ask friends and family for their opinions before committing to a pair. This helped with the risk consumers take by purchasing glasses online.
Warby Parker also used social media to engage with consumers and promote the product. Social media allowed consumers to be able to get opinions and feedback from other buyers before purchasing.
Why Social Media Worked So Well
This case study shows how active and consistent Warby Parker was on social media. They used social media as a way to engage with consumers instead of just promoting. Social media is about communication and conversation not one way advertising. Consumers wants brands to engage with them personally.
Warber Parker used educational videos and customer stories to educate consumers and gain their trust. Today consumers look for products online before purchasing so brands should build brand recognition and credibility by using social media to engage with consumers.
The Power of Social Proof
People trust recommendations from family, friends , and fellow consumers other than advertising. When consumers post feed back or post photos in the glasses they helps advertise the brand. This strategy reminds me how brands use influencers and consumer reviews to promote their brand and products. Consumers today often check reviews before making a purchase decision. Warby recognized this and used it to help promote their brand.
Giving Back to Community Helps Build Loyalty
Warby Parker partnered with VisionSpring and helped people in need get glasses. This helped to build brand identity and brand loyalty. Consumers look for brands that match the values and when consumers know their purchase is helping someone in need they feel more connected to the brand. When consumers know that their purchase is helping someone they are more likely to purchase. This partnership helps consumers to feel more connected to the brand. Warby Parker used this partnership to strengthen its reputation.
Experiences Matters to Consumers
Creating experiences are important to consumers when making a purchasing decision. Warby Parker recognized this and used it to create experiences for their consumers. Warby Parker encouraged consumers to become part of the brand by interacting with others online. This strategy helped to create a community where consumers felt involved.
Engagement is very important for a brand when using social media. Engagement can help a brand stand out against competitors. Warby Parker showed that when companies focus on engagement with consumers they can increase consumer loyalty. Warby Parker redesigned the way consumers look for glasses by providing an experiences consumers will remember.
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