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Have you ever needed a new pair of prescription glasses, but you don’t have the time to wait for a doctor’s appointment or felt the costs were too high? Well, look no further! Warby Parker is the solution for you. The eyeglass company was founded to be an alternative option to the eyewear company that was dominating the industry with its outrageous prices. By designing glasses in-house, and directly engaging with customers, Warby Parker offers prescription glasses that are higher quality and better-looking at a fraction of the cost of its competitors.

Social Media Promotion

Online users tend to turn to social media when they are making a purchasing decision. Because of this, Warby Parker turned to social media to promote its brand. Through the use of social media platforms like Facebook, Warby Parker has successfully been able to communicate with customers, change the narrative, and capture customer loyalty. Customers are encouraged to share their experience with purchasing their glasses through Warby Parker on their social networks. On Warby Parker’s YouTube channel, customers will find informative videos that offer expert advice on glasses and the challenges that customers face in the eyewear market. This shows that Warby Parker is not only interested in promoting its products but in what its customers are interested in knowing more about. This meaningful and transparent communication helps lead toward brand loyalty.

With social media, Warby Parker has established a community for customers with glasses to join the conversation and participate in sharing user-generated content that shares their experience with the brand on their personal social media networks. By customers sharing their experience with Warby Parker via user-generated content, it will create brand awareness for Warby Parker. It will show other customers the value of this new product which should encourage them to at least check out Warby Parker’s products. With this interactive community, the company has the opportunity to exchange conversations with customers and build relationships with current and new customers.

Navigating Challenges

Selling glasses online does not come without challenges. Customers have a habit of purchasing glasses in a store so they can try on the glasses to make sure they fit and look right before making a purchase. By selling glasses online, Warby Parker is disrupting the norm and asking customers to change their behavior from purchasing glasses from in a store to online. This is not an easy ask of Warby Parker to customers as it is difficult for customers to change their behaviors. As a solution, Warby Parker began its “Home Try-On Campaign”. Customers can order five pairs of glasses to try on before making a purchase, pick which one they like best, and return the other four pairs at no cost. This solution was a game changer for Warby Parker and is still an active campaign today.

Customers tend to be loyal to a specific brand so this makes it difficult for Warby Parker when they are trying to convince customers to switch from their current brand to Warby Parker. By using social media, Warby Parker is engaging with customers to make the Warby Parker experience more personalized and meaningful. Showing customers what Warby Parker has to offer that other eyewear companies do not offer could change the customers’ minds and give Warby Parker’s glasses a chance.

Final Thoughts

What Warby Parker has accomplished in the decade-plus has been in business is remarkable. Not only have they given consumers an alternative option to purchase glasses, but they have built a program called Buy a Pair, Give a Pair that provides people with glasses who need them but don’t have access to them. According to their website, they have provided over 15 million glasses worldwide with this program. It is so heartwarming to see a couple of college kids create this inspiring company and help millions of people all around the world be able to see.

Please share your thoughts in the comments!