By Kimberly Eugene, 06/14/2022

Warby Parker surveyed their consumers via social media in order to better understand their target market and provide the best product. The company has since sold over 500,000 frames...

In a time where 46% of online users turn to social media when making purchase decisions (Karr, 2014), organizations like Warby Parker that embrace social media communities and use the platforms as a means of consumer interaction are clearly winning, and you don’t need eyeglasses to see it.

With the help of social media, Warby Parker keeps a direct line of communication with consumers by encouraging dialogue centered around improving the eyewear industry. The company found that many consumers held concerns with the traditional way of doing business, some of which included extensive traveling to showrooms, trouble scheduling appointments with eye doctors, and others.

The feedback pushed Warby Parker to formulate new business approaches that offered customers a virtual eyewear showroom, and coupled it with a “Home Try-On Campaign” that allowed customers to choose several frames at a time to be mailed to their homes, and choose their favorite pair.

This approach has proved to be a popular model for the company, as it has shipped more than 500,000 pairs of glasses and employs over 100 people. This is just another good example of how proper utilization of social media can effectively grow business.

“The process of communication is all about behavior change.”
(Em Griffin, 2011)

Kimberly Eugene - Content Marketing Specialist

*Owner of PRTYNVRNDS LLC*
*Futuristic | Strategic | Developer | Positivity | Relator*
prtynvrnds.business.blog

References:

Karr, D. (2014) 2014 statistics and trends for businesses on social media. Available at https://www.marketingtechblog.com/2014-statistics-trends-businesses-social-media/ (accessed June 8, 2016).