WARBY PARKER HELPED CUSTOMERS SEE A NEW WAY!
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How often do you try on several pairs of glasses before you find the perfect pair? Would you find it convenient to do this from the comfort of your home? Warby Parker made it happen! The process of purchasing eyeglass frames can sometimes be inconvenient. They wanted to capture a larger share of this market by making the process convenient. They conducted a market study to test this online option. They invited participants to choose 5 pairs of frames from their website. They shipped them to their homes free of charge; and informed them to keep the ones they wanted to purchase and return, free of charge, the ones they didn’t want to buy. They
THE CAMPAIGN CREATED COMMUNITY!
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The campaign built a strong sense of community. The invited the participants to take pictures of themselves wearing the frames and post them on their social media accounts. This created engagement which created increased brand awareness. The validation from the participants social media community of friends, family, and followers, increased their comfort level; and resulted in an increased willingness to respond to CTAs, and contribute to the brands story. To make it even better, Warby Parker, donated a pair of frames each time they sold a pair. This expanded the community to include people outside the consumers’ network’ and broadened the sense of community. This also extended the campaign reach and strengthened the brand’s message.
would be pd by the brand. Customers uld also find frames on their website and then visit a local stoTat a later time. These options provided the flexibility that made the purchase
ippin, soWARBY PARKER GAVE CUSTOMERS A NEW EXPERIENCE!
Warby Parker addressed the concerns that consumers would have when presented with the opportunity to purchase eyeglass frames online. By eliminating the need to make a financial commitment upfront; they increased consumer participation. The invitation to have the frames shipped to their home, eliminated concerns about the quality, because they could inspect them before purchasing. The inclusion of the participants social media community in the decision-making process, helped to create a sense of comfort and provided validation for them. The study revealed that participants who posted pictures of themselves wearing the frames were twice as likely to purchase them.
WARBY PARKER ACCOMPLISHED THEIR GOAL!
Warby Parker differentiated themselves from competitors in the market; this strengthened their brand identity and their market reach. By minimizing customer concerns, they greatly increased the chances of a strong market response. They provided an online experience that was user friendly across digital platforms. These platforms were easy to navigate; with simple selection and purchase processes.
They grew their online presence as a result of the engagement of the participants’ social media communities. This was a “win win” for the customer and the brand. Warby Parker benefited; they able to showcase their collection, grow brand identity and expand their campaign reach. Consequently, as a result of the participants sharing their experience with their social media communities, they were able to get validation throughout the purchase experience.
What are your thoughts?
Would you consider making a purchase online from Warby Parker?
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