Can you imagine starting your own business? What products or services would you offer? Can you imagine starting a successful business with less than $3,000? Well, a group of classmates from the Wharton School of the University of Pennsylvania created Warby Parker. The business focuses on the ease and simplicity of online shopping for eyeglasses and sunglasses.
Warby Parker is not like any other online retail shop. They are able to offer their customers numerous options to choose from to ensure no customer is ever limited to options. They understand their customers like options as it gives them a sense of freedom. However, customers were turned off after the launch of the site.
More choices seemed like the right path, but customers feared the products were of poor quality due to the lower prices compared to that of physical retail stores. They also feared the product was not exactly what they were looking for as they were not able to try the glasses on before purchase. Warby Parker needed to figure out how to stand out.
They created the Home Try-On campaign. Warby Parker will send you multiple pairs of glasses. You try them on. Pick your favorite or favorites. Send back what you do not want. Pay for what you keep. Easy and convenient. How would they market this fantastic campaign and grow their customer base? Warby Parker turned to transactional communication.
Transactional communication allows the constant flow of communication with consumers via their social media platforms. They wanted their customers engaging with them across all social media platforms such as Facebook, Twitter, and Instagram by posting photos of themselves in hopes that others would be intrigued and search for Warby Parker. It worked!
It is important for businesses whether small or large to utilize social media. This does not mean you need to sell products and services online. It simply means to create a meaningful relationship with your customers. Keep them engaged through social media. Create posts that are interesting and that your target audience might want to read.
Social media has been around for a long time and it is only going to continue to grow. Use all the marketing resources available. Your business will only succeed.
Social Insight 