I tried on glasses today.
Sound bizarre? I thought so at first. Then, I realized it was the most genius eRetailer use of social media I’ve seen.
CoastalContacts.com was born in Vancouver. Founded in October 2000 by Roger Hardy and his sister Michaela Tokarski – who was attending the University of Victoria at the time – the company made a million dollars in its first six months. (Sign me up.)
Contact lenses and eyeglasses were traditionally sold through multiple channels, meaning the price increased over 100 per cent by the time consumers made a purchase. Coastal Contacts changed that model. It sells contacts directly to the consumer from the distributor and guarantees the lowest price.
No surprises that it’s one of the top contact lens distributors in the world.
Its success story has been told. What hasn’t is its innovative and effective venture into social media.
That’s right, folks. You can now try glasses on without leaving your home. Better yet, you can get opinions from your dearest Facebook friends and Twitter followers as they vote on which pair looks best.
First, upload a photo of yourself. Second, “try on” the glasses. Third, choose your favorites. Fourth, let your social media network decide which pair is the winner.
Let me demonstrate.