The VPM Blog

Warby Parker: A Case Study in Customer Response

Posted by admin on Aug 29, 2012 6:10:48 AM

I first heard about Warby Parker through word of mouth. Several words out of several mouths, actually. All of a sudden, it seemed like everyone was talking, tweeting, texting, and tumbling about the company. Strangers were singing their praises at parties. Friends were raving about the company online. When someone told me about their free at-home try-ons, I left a cloud of dust behind as I scrambled to the nearest computer to place my order. Warby Parker is able to give customers what they want because they are aware of how people connect.

Simplicity. Warby Parker has streamlined everything, from product offerings to the way they market. The founders couldn't understand why eyeglasses—which are easily broken and almost never flattering—often retailed for as much as an iPhone.Their vintage-inspired frames all sell for $95, and they offer only 50 tasteful variations. Customers can virtually try on frames by webcam. If that doesn't convince you, Warby Parker offers at-home try-ons where you can have up to five frames mailed to you for free. The quality of service they offer shows that they are confident in the quality of their product and excited to share it with their customers.

Philanthropy. You were already feeling good about parading your new statement pair of eyeglasses around, by Warby Parker makes you feel even better thanks to their "Buy a Pair. Give a Pair" program. For each pair that you buy, a free pair is given to someone in need. The glasses they donate are not Warby Parker designs though. As one founder explained, styles embraced by customers here would seem a little ridiculous if worn in other parts of the world. (That concern didn't stop them from launching a line of eyewear for dogs. But more on that later.)

Personality. In order to keep innovating their brand and adapting to customer behavior, every week culminates with Inspiration Friday, when employees bring in photos, articles, images and ideas that have caught their attention and sparked their creativity. One of those brainstorming sessions led to the premier of Warby Barker on April 1st, which offers a line of vintage frames made exclusively for dogs.

Here, basset hound models the Tenley frame (and looks only slightly less ridiculous than I do when I wear them).

Accessibility. From quick email exchanges with enthusiastic employees to tweets that get answered immediately, Warby Parker makes customer service a priority. I follow Warby Parker on Tumblr, Instagram, Twitter, and Facebook because it's a way to be in instant contact with the brand. With other companies, I'm forced to jump through the hoops of enduring time-sucking phone calls, being put on hold, or explaining my question to one representative after another. Warby Parker comes to me. By meeting customers where they already are, Warby Parker transforms their experience and keeping people coming back for more.


Lane Jones is our Fall Editor & Word-Smith here at Verge Pipe Media. Verge Pipe Media assists public institutions, enterprises and the non-profit sector with Imaginative Inbound Marketing strategies + campaigns. We also have a development team chock full of Marvelous Mobile Migrators, poised to help transition our clients into a mobile + social world.

Topics: Inbound Marketing

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