SNHU MKT 555 Blog One
Pamela Ten Eyck
New online companies are a dime a dozen. Why do consumers trust doing business with companies they know nothing about? In a world of technology, conveying who you are or what you do could be tricky at best. Anyone can put anything on the internet…it doesn’t make it true, or trustworthy. So, when launching a new business that will deliver quality products that can’t be found anywhere but online, how does a company build trust? How does a company convey who they are, what they do, that they are trustworthy, and become a company that consumers choose to do business with? How do they bridge the Gap?
Defining the Gap
Warby Parker is an online distributor of prescription eyeglasses and sunglasses. Yes, online. There are no retail locations or showrooms. Consumers make their purchases through a website only. This was an entirely new way of selling prescription glasses and there were concerns!
Concern #1: Eyeglasses are far too important of a decision to buy online.
Concern #2: Low pricing could be perceived a lesser quality.
Concern #3: Consumers couldn’t try them on.
Concern #4: Consumers had no idea if Warby Parker was a reputable company.
Warby Parker, being the innovators they are, chose to utilize the internet and largely social media to bridge the gap, reducing dissonance in the purchase and distribution of prescription eyeglasses and sunglasses online.
Bridging the Gap
Why social media? By utilizing social media, Warby Parker was able to communicate directly with consumers where they were able to build trust, and direct messages that changed the narratives, creating a relationship, a broader online community, and develop the character of the company. Social media reduced the dissonance in the new prescription glasses industry.
The Value in Community
Warby Parker was able to address consumer concerns, and direct their messaging, while building an online community that then supported and promoted Warby Parker in a more powerful way than traditional marketing channels.
Addressing Warby Parker Concerns
Concern #1: Eyeglasses are far too important of a decision to buy online.
Concern #2: Low pricing could be perceived a lesser quality.
Concern #3: Consumers couldn’t try them on.
Warby Parker addressed the top 3 concerns with their “Home Try-On Campaign” by allowing customers to order five pairs of glasses to try on at home. Customers could then choose which they liked best and return the other four pairs at no extra charge.
Customers were able to address their concerns regarding quality, selection, and were able to try their choices on. This reduced the perceived risk in working with an online distributor with little or no history. Essentially, customers were in charge of their entire purchase. It was up to Warby Parker to deliver a quality product with no hassle, direct to consumers.
Concern #4: Consumers had no idea if Warby Parker was a reputable company.
In consistently utilizing social media, Warby Parker created engaged two-way communication with its customers, building trust and loyalty along the way. Warby Parker also routinely encourages customers to post pictures of themselves wearing their new glasses, thereby extending Warby Parker‘s reach. This also created user-generated content that Warby Parker could reuse and share.
Warby Parker was also able to convey more about who they are as a company by utilizing a social good initiative within their marketing. Warby Parker donated a pair of glasses to a person in need for every Warby Parker purchase.
Companies enjoy the benefits when their customers share about their products, experiences, etc. via social media. Consumers help reduce dissonance in the marketplace by posting and sharing their own experiences online. Word-of-mouth advertising and customer support of a product is the most trusted form of advertising, and social media is the most readily and extensive resource available today.
Find Warby Parker at: https://www.warbyparker.com/
On Facebook at: @WarbyParker
On Twitter at: @WarbyParker
Learn more about the SNHU MS in Marketing!
Social Media Photo by Tracy Le Blanc from Pexels
Enter your contact information to be included on the email list.
Pamela Ten Eyck 