All In

Lofty credos can make one a target, especially in today’s divisive climate where criticism masquerades as “just being honest.” Zenni Optical deflects the cynics by advancing its “Eyewear for Everyone” mantra through interconnected digital touch points catering to a broad customer base, both within and outside its website.

Mindful inclusion starts with a $6.95 entry price point for a pair of single-vision prescription eyeglasses (no add-ons), a price tag that’s shrunk dramatically since the company’s 2003 launch under the name 19dollareyeglasses.com.

Zenni’s accessibility is supported by a multidimensional social media strategy, easy-to-digest educational content, and two virtual try-on methods to choose from so consumers can envision which styles will flatter their face. Website search and filters sort more than 6,000 frame styles by prescription, gender, color, shape, material, size, and more attributes like spring hinges, nose pads, high Rx, and availability of clip-ons.

On balance, it’s worth noting that Zenni’s returns policy is less liberal than competitors and insurance is not accepted; the website doesn’t offer contact lenses, major frame brands, or free shipping.

SOCIAL SENSIBILITY

➤ Influencers: Zenni partners with an array of social media stars such as style icon Iris Apfel (Zentennial Collection), actress Rashida Jones, and fashion designer Cynthia Rowley. Other partners include pro sports teams the San Francisco 49ers, the Chicago Bulls, and the Call of Duty League of video gamers.

➤ User-Generated Content: Zenni’s social channels feature faces of real customers who grant permission to use their likeness, driving engagement on Facebook (1.4 million followers), Instagram (320K), Pinterest (43K), and Twitter (24K).

➤ Active Community: Zenni’s website creates space for customers to share advice and suggestions with each other directly, helping visitors choose eyewear styles and use the digital tools available.

DIGITAL TOOLS

➤ DIY Vision Experience: To help demystify the online buying process, the website features educational content including instructive blogs, FAQ, how-to video tutorials, and detailed infographics that show how to measure pupillary distance, for example. The website includes a digital ruler with millimeter measurements for determining PD.

➤ Digital Try-On Tools: Frame Fit superimposes frame styles over 2D selfie photos shoppers upload to preview how styles look on their face. Virtual Try-On is a facial analysis tool that uses a five-second video clip captured by phone or computer webcam to provide a 180-degree 3D view of frames on shoppers’ faces.

TRANSPARENCY MATTERS

Pricing is displayed clearly and prominently; color palettes accompany each frame image, viewable straight on or at an angle. Customer support is offered by phone—something Amazon and other websites won’t do—along with email and online support. Even the website chatbot is transparent, represented by a bespectacled robot cartoon to signal it’s artificial intelligence (not a live person) responding to site users’ online queries.

Without a bricks-and-mortar presence, and no plans to open physical stores, Zenni Optical continues to invest in the digital experience.

KNOW THY (ONLINE) COMPETITION.

In this new-for-2022 column, EB reveals the insider details of key online eyewear retailers—the ins and outs of their sites, sales strategies, and spectacles.