Warby Parker, founded in 2010, is a brand- and customer-centric online retailer for stylish and cheap eyewear.

They disrupted an industry that was tired, overpriced, and dominated by 1 Goliath company when they started.

How they do it? By solving 3 key points:

• Making Eyeglasses More Affordable (Starting at $95)
• Enjoyable Customer Experience/Purchasing Experience (buying it online)
• Creating A Strong Direct To Consumer Approach & Marketing Campaigns

Inside Deep Dive Into Businesses Podcast Episode 13, we dove into some of Warby Parker’s best tactics that helped them achieve this growth. Below I highlighted some of these strategies that can be incorporated into majority of Direct to Consumer businesses that will help strengthen their overall brand & increase sales.

Listen To Our Podcast

Warby Parker’s Marketing & Growth Strategy Breakdown

Incorporate A Lifestyle Content Strategy

Wearing Warby, a short video series created by Warber Parker that shares interesting stories on creators, customers, employees in which they are wearing Warby Glasses but also sharing a glimpse of each of their lives.

This is a great way to get some of your creators/ambassadors/customers involved with the brand by sharing their stories.

When I was dissecting this series, I noticed that each video had the same format/style.

The video opens up with the individuals introducing themselves & what they do. The follow-up question (you actually don’t hear the question, because the individual rephrases the question within their answer) is “Which Warby Parker glasses do they use and when did they purchase it?”

You can see how I implemented a similar strategy to my eCommerce business, Rebhorn. I started interviewing some of our content creators and asked them questions that followed a similar style to Warby’s & called it Rebhorn Everywhere.

Create In-Store Experiences By Having Customers Try Samples In Their Home

Warby Parker was one of the first D2C brands to launch an at home try one strategy.

The customer can choose up to 5 frames online that they like to try on and Warby Parker ships it for free. This is one of the biggest pinpoints of a customer when they are purchasing types of goods like glasses.

This is one of those products that the customer needs to physically try on before purchasing. Other products like that are apparel & some home decor accessories like rugs.

What if you can’t implement a similar strategy?

Then you need a strong Return Policy. You need a way for the customer to feel that they can purchase something & if it doesn’t match their needs then they can return it hassle-free.

Encourage Your Customers To Share On Social Media

Warby Parker encourages their customers to share their try-on glasses on social media to get feedback from their audience on which ones they should get. FREE ADVERTISING for Warby & also a fun way to get the customer to interact with their audience. This is a win-win for both parties.

Identify Your Why & Sell The Shit Out Of It.

Warby is committed to matching every dollar raised for poverty-stricken middle schools in New York City, enabling eye care professionals to visit the classrooms and administer eye exams to the students.

This brand has a strong vision & values. They show that by aligning themselves with something that relates to their brand and gets customers involved with helping those in poverty to receive the proper eye care they need.

Pura Vida Bracelets, does something similar as well. Each bracelet was aligned to a specific foundation/charity which also drew awareness.

Talk With Your Customers To Gain Better Insight

Do you know where Warby had its first show room? Inside one of their apartments in NYC. They had customers come in their walk-up apartment & try on their glasses. They were able to connect w their customers in a more personal way & built stronger relationships.

They realized that this option wasn’t feasible since they were getting a bunch of complaints when their business was starting to gain traction and eventually launched the at-home try-on model.

Use Quizzes To Aid Your Customer’s Journey

Quizzes are a great way to gain more information about the customer so that you can segment them better & create more personalized marketing campaigns.

In order for people to participate in your quiz, you need to create something that can help them find something that fits their needs.

Since some of our faces are shaped differently, Warby created a quiz that helped their customer on finding the perfect frame that matched their needs.

The post Behind Warby Parker’s Success: 6 Marketing Strategies You Can Takeaway appeared first on Deep Dive Into Businesses.

In Episode 13, we dissect into Warby Parker’s business & marketing strategy – Warby Parker turned a non-sexy product, into a fashionable product that is valued over a billion dollars. They disrupted a monopolized industry that was dominated by Luxottica (a $28 billion company which owns majority of eye glasses & sunglasses.

Timestamps:

2:20 – Incorporate a Lifestyle Content Strategy. What is the Wearing Warby series & purpose behind it?
5:28 – Use customer service as a marketing tool
8:04 – There Winning Home Try-On Strategy & How You Can Mimic It With A Strong Guarantee Policy
10:58 – Create partnerships with companies, charities and local events
12:49 – Encourage Your Customer’s To Share On Social Media.
14:09 – Create fun, silly, relatable events to gain traffic and brand awareness

The post Episode 13: Behind Warby Parker’s Success: 6 Branding Strategies appeared first on Deep Dive Into Businesses.

Every week we will take a deep dive into a business and share with you some of their marketing & business strategies that helped these businesses scale.

In Episode 12, we dissect into Mirror’s business & marketing strategy – Their product which resembles a full-length mirror bringing an interactive fitness class right to your home such as yoga, pilates, cardio, strength, and boxing. They were recently acquired by Lululemon for $500 million dollars. Let’s discuss how Brynn Putnam positioned her company to get acquired within 2 years.

Timestamps:

1:20 – The 40% Rule. “Don’t try to be perfect.”
3:39 – Strategic Partnerships
5:00 – Companies Like To Invest In A Brand Before Acquire Them
6:42 –Should You Hire Contractors or Full Time Employees?
8:30 – You Need A Strong Vision That Everyone In Your Company Supports Your Vision
12:27 – Immerse Yourself in Customer Service. All Mirror employees are required to do at least 2 months of customer service for new insight & different perspectives from their employees.
15:27 – Position Yourself as Gender Neutral
17:04 – Incorporate Different Revenue Streams

ABOUT MATT SKOPAK:

An adventure and fitness addict with a passion for entrepreneurship and numbers. Lead Investor in Sweetberry Bowls and CFO of Sugar & Kush CBD.  Rutgers MBA 2020 in Entrepreneurship & Accounting

ABOUT SEAN AZARI:

In 2015, Sean launched a creative ad agency called Breakthrough Social specializing in content creation & distribution, marketing campaigns, & paid media that helped brands build awareness and drive sales. Prior to starting his agency, Sean worked in finance for 4 years as an Investment Banking Analyst at Credit Suisse & studied Mathematics & Statistics at Rutgers University.

Connect with Sean:

• Instagram @Sean_Azari
• Facebook @azarimedia
• Twitter @Sean_Azari
• Email: Sean@breakthrough.social
• YouTube
• His Agency: Breakthrough Social
• His eCommerce Brand: Rebhorn

The post Episode 12: How MIRROR Positioned Itself To Get Acquired For $500 million appeared first on Deep Dive Into Businesses.