How does the American glasses electric dealer Warbyparker subvert the tradition?

Warby Parker, the American glasses Dealer website, was founded at the end of 2010 with an angel investment of 1.5 million US dollars, which was valued at $120 million last year after a round of financing. Its slogan is a New Concept in eyewear, which specializes in selling glasses as well as eye-related wearing items. It is characterized by extremely low sales prices, claiming to be subversive of the traditional glasses industry. Sales method: Single price, 95 dollars a pair. The site is very simple, divided into men and women area, below is divided into myopia mirror and sunglasses two products. All 95 dollars per pair. Select 27 carefully selected. Remember that it does not like the domestic manufacturers of glasses to make a hundreds of, but did the subtraction. In this way its inventory can be minimized, only selling the most popular classic retro style. Sales Process: 1 on the site to find the favorite 5 pairs of 2, one to send 5 pairs, 5 days to make the decision. Ask friends or relatives in 5 days, or ask Warby Parker's expert on Facebook. 3 Return to, online order, set their favorite one. 4 Free door-to-door. 0 Risk Commitment: free shopping, free home test wear, free exchange. 5 pairs, 5 days, 100% free! gives customers no risk, which increases sales quickly. As I often cite examples, a shirt of 500 yuan, maybe 10 people to buy. Pay 200 first, then wear home, let the family look after buy, maybe 100 people will buy, do not pay, go home to wear satisfaction after the pay, may be 1000 people buy. The product has not changed, but the merchant has made 0 risk commitment. User lock: Warby Parker's shrewd place is to send 5 pairs at a time, put you in a narrow range, you are not compared with the outside world, but in these 5 pairs of comparisons, more conducive to the deal. At the same time it has locked you in Warby Parker's range of choices. Wear process system: At home try to wear 5 pairs, friends and relatives staff, help you make decisions. Some people say that Warby Parker is crazy, at home for free try to wear, Warby Parker logistics cost. In fact, you do not understand, this in itself is a marketing process. Wear 5 pairs at a time, let relatives and friends to help you staff, this is in itself a process of diffusion of interpersonal relationships. Cost only in the first time: we know that the first time to obtain customers higher costs, data, costs can be reduced. Once you create a buying behavior in Warby Parker, you will easily develop the habit of purchasing glasses using this channel, all your personal data are available, Warby Parker can only provide you with satisfactory products, and subsequent costs will be reduced. Public marketing: Warby Parker warmed up the public good, they did a one for a mode. Buy a pair,give a pair. Buy a pair and donate one. When you buy a pair of glasses, they send a pair of glasses to someone who needs help. Topic Marketing: WaRby Parker is good at making topics. This year on April Fool's Day, they rolled out an interesting custom-made eyeglasses service Warby barker--for your pet dog custom glasses. This is the designer for the dog designed five classic retro style glasses, dog owners can also get matching with Love dog! Warby Parker official said: "There is nothing better than let a cute dog with a pair of ugly glasses to make us disgusted-and this is our five limited edition canine collection features classic vintage glasses, each pair of glasses are refined design and processing." Whether your dog collects bones, licks, or runs around in his slippers, we believe all dogs should have such a nice gift. "This set of pet custom glasses is still 95 dollars, Warby Barker will choose the most suitable glasses for the dog according to the breed, face and age of the pet." In the face of Warby Parker slightly shocking move, you may laugh, but there are always some dog enthusiasts eager to use Warby Parker decorate their own, Warby Barker to armed dog. So, a small creative for Warby Barker free to win a lot of news page. Warby Parker became the first electric dealer to make custom-made glasses for dogs, a novel move that made Warby Parker more recognizable. To sum up, Warby Parker can do what many people think is not reliable glasses, and a year on the valuation of 100 million dollars, the key is that they mastered the industry key, and the key to do the best.