How Warby Parker Got Eyewear Shoppers to See Things Differently

I’ll be honest, opticians take one look at my insurance and their eyes light up like its Christmas morning.  Special lenses, protective coatings, steep discounts on frames – a cornucopia of eyewear options for me choose from! 

Don’t get me wrong – I’m really grateful for that great insurance. But in reality, all I want is what the millions of people who wear corrective eyewear want: – a single pair of eyeglasses that look okay and help me see better. 

Despite all the name brand frames available, what matters most to consumers is how the glasses look on them, whether they work, and most of all, how much they cost.  And without the insurance, that single pair of eyeglasses would cost me well over $700. The average pair of eyeglasses in the US cost $350.  And that doesn’t include the cost of the eye exam. 

Its no surprise then that the fastest growing segment of eyewear providers in the US are discount chain stores like Walmart and Costco that offer in-store exams and eyewear at affordable prices and convenient locations. 

Isn’t there a better way?

Warby Parker – Taking a New Approach

The founders of Warby Parker thought so.  Warby Parker tried to disrupt the traditional eyeglass buying experience with an online distribution model that makes eyeglass purchases “easy, fun and leaves wearers with money in their pocket”.  

Because Warby Parker has an internal design process and controls the manufacturing, they are able to keep costs low and still offer a wide range of fashionable designs.  Their innovative Home Try-On policy, where shoppers can select 5 frames to try at home before making their purchase, makes the experience of shopping for eyewear as convenient and easy as any other online shopping experience.   

Shopping for eyewear is not the same as shopping for a new pair of shoes. Getting consumers to trust this innovative new process and change a well-established purchasing habit was not easy.

But shopping for eyewear is not the same as shopping for a new pair of shoes. Getting consumers to trust this innovative new process and change a well-established purchasing habit was not easy. 

Warby Parker needed to not only convince their customers that the glasses would look be a good quality, but would also work well.  In addition to creating the tools that the customer can use to understand and access the service, such as online videos and website, they needed to create a community of supporters who could act as their brand ambassadors and convince new customers that the process and the product performance was believable.    

Establishing trust through open lines of communication was essential. Clearly, traditional media formats would not provide the type of information or the responsiveness that was needed.

Social Media is the Key

Warby Parker made social media the cornerstone of their communication strategy, leaving other retail eyewear chains struggling to catch up.   From online videos that explain the process to social media channels that allow for questions and immediate answers, social media provided the structure for that direct line of communication with the customer. 

Customer’s were encouraged to post pictures and videos wearing their Warby Parker frames along with reviews, provides an instant level of support and credibility to the purchasing process.

In addition, Warby Parker also used their social media channels to encourage discussion about the challenges consumers face with the traditional market.  Warby Parker is able to offer information and advice, and encourages their consumers to do the same, which transforms their media message from advertising to useful content and building the Warby Parker brand along the way.

So the question is – will I get my next pair of eyeglasses at Warby Parker?  The answer is probably not.  I’ve been to the same eye doctor for years, and have no need to change. 

But would I recommend Warby Parker to someone else looking for a way to find fashionable, quality eyewear at an affordable price?  From everything I’ve seen and read about Warby Parker and their customer experience, I would have to say, “Absolutely!”. 

Want to share your experiences about Warby Parker? Follow me on twitter at @staceybrown_101.