How Warby Parker creates brand ambassadors (and you can, too!)

If you've never heard of Warby Parker, you probably will soon. You see, they sell glasses. What's the big deal about that, you ask? Well, odds are, when many people think of glasses, they think of those brightly-lit stores at the mall where you can go in and try a bunch of pairs and buy them. Warby Parker is different: they sell glasses online, and their popularity is growing.

One of the major reasons why Warby Parker has grown in popularity is because of their ability to create brand ambassadors. Their brand ambassadors are people who have tried and purchased glasses, loved the experience, and are ready to shout Warby Parker's name from rooftops. They're also probably customers for life.

Creating brand ambassadors is one of the very best ways that you can market your company, both online and off. Those ambassadors will tell their friends and social networks about you, creating tons of growth opportunity.

So, how does Warby Parker create brand ambassadors, and more importantly, how can you? Here's how Warby Parker does it…let it inspire you!

They Make Things Easy

If Warby Parker's try-on process was difficult or convoluted, you can be sure their online business would fail. After all, trying on glasses is an important part of picking them out. So, they made the whole process seamless. The website is clean and easy to navigate, the option to virtually try on glasses works quite well, and they clearly lay out how the home try-on process works. They provide free try-ons, with free shipping both ways for a box with five trial pairs in it, which is a huge selling point. They make it so easy to buy glasses online that it's more difficult to actually drive to the mall.

Their Product Display is Beautiful

As I mentioned in the last point, the site is clean and easy to navigate. But it's also beautiful. They don't skimp on photography. It's professional, there are no stock images, and the images are really trendy. You can even see a dynamic, spinning image of a model in each pair of glasses, so you can see how they sit on a real face. The site is a thing of beauty.

They Give Back

For every pair of glasses they sell, they give another to a person in need. So far, they've donated more than 500,000 pairs. Sound impossible for you? You don't have to go quite so far, since most of us don't have that kind of cash and time to give. Instead, donate a much smaller portion of each sale, do good in your community and share it on your site, or take on a passion project every quarter and blog about it.

They Keep You Engaged

Email marketing is a thing of beauty. It's an incredibly effective way to stay in front of your customers, your leads and everyone in between. After purchasing from Warby, you'll start getting an occasional newsletter from them announcing new product lines or just keeping in touch with fun content. And when you've had a great experience with them, you won't want to unsubscribe! They also keep up a really interesting blog.

Their Customer Service is Amazing…and Everywhere

If you encounter an issue with your order, shipping, or your new glasses, getting a hold of Warby is a breeze. They have comprehensive FAQ on their site, you can call them, email them (without even having to use a form), you can live chat them, and you can even tweet them @WarbyParkerHelp. In fact, when you're psyched about your glasses arriving and you tweet at them, @WarbyParkerHelp will respond. They will never leave you unanswered or without help.

So, are you inspired to create brand ambassadors? The Internet Marketing team at ArcStone would love to help! Drop us a line here or call us at 651-455-7200.