As you wake in the morning, you reach for your glasses, only to have them fall on the floor and break in two. It’s the worst!
Now you have to dig your old pair out of a drawer somewhere, dust them off, and squint through most of the day because the prescription is old. Who wants to go to the store and devote hours to trying on glasses, to then have to wait a week or more for your new pair to come in?
Enter Warby Parker to the rescue!
Through Warby Parker’s unique online distribution, not only can you try on several different pairs of glasses in the comfort of your own home, but you can feel good about buying glasses from a company that not only employees over 100 people, they also committed to providing glasses to people in need by partnering with Vision Springs.
Social media technology plays a critical role in aiding Warby Parker’s alternative business model by helping them overcome traditional barriers to the online purchase of prescription eyeglasses and creating a more engaging, personalized experience for customers. Their use of user generated content also plays a significant role.
- Overcoming Customer Skepticism: One of the biggest challenges Warby Parker faced was convincing customers that they could purchase prescription eyeglasses online without trying them on in person, something traditionally associated with showrooms. Social media allows Warby Parker to communicate directly with customers, addressing their concerns and changing perceptions. By using platforms like Facebook, Instagram, and Twitter, Warby Parker can post customer testimonials, share photos of real customers wearing their glasses, and respond to inquiries or concerns. This constant engagement helps build trust and reduces customer dissonance, as prospective buyers are more likely to trust recommendations from their social circles over direct marketing from the company itself.
- Reducing Customer Dissonance: Potential customers were initially skeptical about purchasing eyeglasses online due to the inability to try on frames in person and concerns over product quality. By encouraging customers to post photos of themselves wearing the glasses on social media platforms like Facebook, Twitter, and Instagram, Warby Parker leveraged the influence of personal networks. When users shared their positive experiences and photos, it allowed others to see real-life examples of the glasses in use, which helped reduce the dissonance associated with the new purchasing model.
- Organic Word-of-Mouth Marketing: The viral nature of user generated content allowed Warby Parker to harness organic word-of-mouth marketing. As customers shared their positive experiences with their personal networks, the brand’s visibility grew. This user-driven content served as authentic endorsements, increasing the likelihood of new customers trusting the brand. It helped spread the brand’s message without the need for expensive or traditional advertising, enabling Warby Parker to reach a broader audience more effectively. Kaplan and Haenlein state that online word of mouth marketing is 30% more effective than in person word of mouth.
- Building Community and Trust: By sharing user-generated content and engaging directly with customers, Warby Parker built a community around the brand. This sense of community created a more meaningful relationship between the company and its customers, ultimately contributing to customer loyalty. Additionally, sharing content created by users reinforced trust and authenticity, which is particularly important when customers are trying out a new, unfamiliar way of purchasing eyewear.
- Personalized Communication and Customer Engagement: Warby Parker uses social media not only to promote its products but also to engage in direct, personalized communication with customers. The company responds to customer queries, shares information, and even provides style advice through these platforms. This level of engagement creates a more personalized customer experience and deepens the relationship between the brand and its customers, fostering loyalty and enhancing the customer journey.
In conclusion, social media technology is integral to Warby Parker’s innovative business model. It allows the company to effectively overcome skepticism, engage customers, and build trust. By facilitating user-generated content, providing educational resources, and amplifying word-of-mouth, social media helps Warby Parker reach a larger audience, foster customer loyalty, and establish itself as a credible and socially responsible brand in the eyewear market.
