Finding glasses for a 6 year old takes patience…

In 2007 my daughter’s pediatrician recommended that we take her to a pediatric optometrist to have her eyesight tested. After receiving her prescription we went into the showroom to pick out her first pair of glasses.  My husband and I had never needed corrective lenses so we had no experience with purchasing them.  She tried on every child size frame they had until she narrowed it down to two options.  As a six year old, color was the most important factor.

I cannot honestly tell you if there was a catalog or online option for eye glasses in 2007 but if you would have told me I needed to look in a catalog or website and select a pair of glasses for my six year old, I would have had a lot of anxiety.  Glasses are not cheap!  How would I know if they would fit her face, be comfortable, look nice?  Once they were delivered with the prescription lenses, would I be able to return them?

I think that a company like Warby Parker would have had a hard time promoting their glasses without social media and an online presence. Television commercials and print advertising would have needed to be used to spread the word about the company and its products. The expenses of creating catalogs and getting them in the hands of their target audience would be large. These additional costs would affect the price of their products.  Why would you give up personalized service at a store for a product that costs more?

Social Media helps with purchasing decisions…

With their unique strategy, Warby Parker took away the anxiety and risks of purchasing glasses online. While Warby Parker is active on most forms of social media they actually seek to answer questions on twitter with @WarbyParkerHelp. This active engagement lets consumers know they are listening and want to help.

In recent years, my daughter has purchased her glasses online. She uploaded a photo of herself to virtually try them on. She then ordered multiple pairs to try on at home so she could see how they fit, felt and looked. She is able to return the ones she doesn’t like for no additional cost. Through social media, she can see what the glasses look like on other people, read reviews, ask questions and also share her own experiences. The at home experience is much more enjoyable than trying glasses on in a brightly lit store in public and usually with limited time.

Engaging with Customers on Social Media Builds Trust…

I think that social media marketing has made it a lot more reliable to purchase products online. Reading through the comments on an item, you can learn if the sizing runs small, the quality is poor or the return policy is not honored. People you never met can help you avoid a bad product or influence you to purchase another.  These comments help you decide whether or not you can trust the company enough to make an online purchase.

Companies can encourage this type of interaction by replying to the comments. Especially the bad comments! Ignored comments show that the company does not really care what the customers are saying or feeling. When a company replies to a comment it makes the customer feel heard and I think can strengthen the relationship between the company and consumer.

Companies like Warby Parker have changed many traditional purchases to online purchasing. Social media has made it easier for the consumer to find out more about companies and their products. Unfortunately there seems to be a trend of negative comments online. Read this Analysis of 11 billion Mentions by Patrick Waltman found at https://mention.com/en/blog/social-media-mentions-analysis/.

As marketers and consumers, I think we can make a change towards positivity online. Think of a business you have had a positive experience with either professionally or personally. Have you written an online review or made a comment about their services? Why or why not? I challenge you to help spread the word about good businesses, services or products and leave a positive comment today!