Pardon this interruption of your regularly scheduled Writing blog. I’m not trying to sell you a product or service, nor am I providing an endorse for products or services. This is an assignment for a course in Social Media Marketing. – Shiva Harmon
What do four university students from the Wharton School of the University of Pennsylvania and fashionable eyewear have in common? A business model that focuses entirely upon customer satisfaction in the prescription eyewear market.
Warby Parker was founded on the philosophy:
Warby Parker has become one of the leading online eyewear retailers over a period of 10 years, through dedication to their customers, and maintaining the same prices for their product (Warby Parker, 2019).
Through transparency, Warby Parker shows how their eyewear frames are manufactured and what the various components are used in this process: a combination of organic pigments, acetone, and acetate (Warby Parker, 2020).
While Warby Parker’s business model focuses on online distribution and in-person sales, they are the only retailer to manufacture everything “in-house.” With 110 locations in the U.S. and 3 in Canada, employing over 2,500 people (Warby Parker, 2019), which offer various services; such as eye exams, contact lenses, and “In-Store Prescription Checks” (Warby Parker, 2019).
Using social media to communicate with their customers, Warby Parker effectively reaches a large consumer base that focuses on community rather than the bottom dollar. The retailer took innovation to the next level with the development of an at home “try-on,” enabling and encouraging consumers to “try before they buy (Mahoney & Tang, 2017, p. 18).” This marketing model takes a unique twist on how consumers purchase eyewear,
through an innovative approach to customer satisfaction and an extended reach via social media and online sales.
Warby Parker, saw a need and filled it. Responding to each communication and priding themselves in their ability to be adaptable to the needs of their clients and expanding their communication to incorporate new problems being solved through social media and their communication on the various platforms.
They also expanded and developed great techniques that aided clients who may have been reluctant to buy their ophthalmic glasses online due to various concerns. Creating a great campaign and communicating this across the expanse of their products using their customers who were encouraged to add to the positivity of their experience
In 2015, with a small investment and a plan, the four made their vision a reality and finally launched Warby Parker. Using various resources in social media to communicate and promote their business which was more direct and personalized to each customer and thus expansion to their business was born. This purchase online was cost effective and able to cut out a lot of the regular costs, as it was a more direct approach in the sales (Mahoney & Tang, 2017, p. 18).
Mahoney, L. & Tang, T. (2017). Strategic Social Media: From Marketing to Social Change (pp. 18-20), Chicester, West Sussex: Wiley Blackwell.
Impact Report 2019. Warbyparker.com (2019). Retrieved 22 September 2020, from https://www.warbyparker.com/assets/img/impact-report/Impact-Report-2019-d.pdf.
How Our Glasses Are Made. Warby Parker. Warby Parker. (2020). Retrieved 22 September 2020, from https://www.warbyparker.com/how-our-glasses-are-made.