When 4 college students are dissatisfied with a product, like prescription glasses, what do they do? Start a business to fulfill what they are looking for. With this goal, a unique business model, and small funding of $2,500, Warby Parker was created. 

What was a lengthy process with the headache of booking eye doctor appointments, being discouraged with the style of frames offered, and high costs, Warby Parker has changed the prescription glasses market since its launch in 2010. The companies business model is built around selling its product online rather than in showrooms and cutting out the middle man in distribution, allowing for lower prices.

A Personalized Touch 

Purchasing eyewear online can turn some away (we’ve all been there when the photo does not look the same in person), so one of Warby Parker’s unique offerings is the ability for consumers to try it on at home! Consumers can order 5 pairs to choose from and have them shipped to their homes at no cost. Warby Parker has used this to bring on those “iffy” consumers and turned it into a personalized service model.

The company has also carried the idea of personalization to its marketing efforts. Starting with user-generated content, the brand encourages consumers to submit photos of their new glasses, to be featured on the brand’s various social platforms. Consumers love to feel part of the conversation for brands they love, and this marketing effort creates 1-1 engagement on a 1-1 with the customer. This also acts as a testimonial for others who are in the consideration phase of the product. 

Don’t Set It and Forget It

It can be easy for a brand to post a great advertisement that is attractive and bring in consumer interest; however, if a brand “sets it a forgets it” they are not getting the most they can from their social media efforts. Warby Parker’s social media team actively engages in their social post through the comment section, joining in on the conversation. This adds again to that personal touch and offers a way for the brand to talk to customers who may have a question and be a conversion tool. Also, being active in the conversation allows the brand to address any issues that may arise.

More Than Just Conversations

Along with talking to consumers, with Warby’s Parker’s active engagements, they also can learn about their consumers and any concerns or questions they may have around eyewear. The team takes these consumers and then creates posts with expert advice on consumers’ reading. Getting personal yet again, Warby Parker shows great initiatives in listening and tailoring their social content to what their consumers WANT to see.