How online glasses retailers are revolutionising eyewear shopping
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Online shopping has grown exponentially over the past few years thanks to its convenience and flexibility. Almost anything can now be purchased through online channels, including eyewear. Online glasses shopping is a significant driver of the eyewear market, which is set to hit a value of around £116.50 billion by the end of 2023. Though physical stores have been instrumental in the eyewear shopping experience, many have turned to e-commerce platforms due to the wide range of products, deals, and payment options available. To cater to the growing demand, online glasses retailers are evolving to offer impeccable service to consumers, impacting how people shop for eyewear.
Enhancing the try-on process
Before purchasing glasses, people often try on multiple pairs to ensure they fit and flatter their faces, suit their preferences, and fall into their budget. Physical stores make this process easier since glasses are on display and can be easily worn. Online glasses retailers lack such an advantage, but technological innovations and e-commerce solutions have allowed them to boost this aspect.
Virtual try-ons using augmented reality filters allowed people to get a near-accurate idea of how a pair of glasses would suit them. But for those who aren’t as tech-savvy, Glasses Direct made it possible for consumers to get a free home trial. Consumers can try on glasses at home by selecting up to four frames with any lens options, which they’ll receive via next-day delivery. They can keep the glasses for up to seven days and return them if they don’t find an option they want. These trials are unlimited, so people can take their time to choose the perfect pair. Having these options at a consumer’s disposal enhances confidence and prevents returns and refunds.
Finding the perfect pair
Finding a pair of glasses can be overwhelming due to the seemingly endless selection of styles and brands. Even if you do know your preferred model, finding one that’s within your budget and suits your style is another hurdle. Text-based searches can help, but describing desired eyewear in words can be difficult. It’s a tedious process that can lead to frustration and dissatisfaction.
To combat this issue, retailer Zenni Optical found a way to make searching for a pair of glasses easier. Using artificial intelligence (AI) and machine learning, consumers can upload a photo of their preferred frames into the image search function. They will receive similar options to choose from. Glasses with prescriptions can also be uploaded as photos onto the prescription scan feature, eliminating the need for manual input. These innovations allow people to find their desired glasses quickly and without friction.
Linking online and offline
Though online glasses shopping has been a big help for many, physical stores are still a significant industry driver. Some people may not have access to tech solutions or are unaware of online channels, so they may prefer visiting a brick-and-mortar store for their eyewear. Others see this divide as competitive, with one triumphing over the other, but some online retailers are actually utilising both to drive sales.
Retailer Warby Parker was founded online but has recently opened more brick-and-mortar locations to complement their online services and products. Around 40 new stores are set to open in 2023. Rather than being a traditional storefront, AI enhances the shopping experience. AI can help provide answers to customers when the shop’s staff don’t have the answer. This tech can also connect the customer’s online and in-store experience by personalising shopping and giving recommendations.
With e-commerce continuing to grow, customised e-commerce solutions are in high demand now that consumers are searching for seamless, customised shopping experiences tailored to their needs and preferences. Glasses are a product that relies heavily on preferences and personalisation, which makes them hard to shop for. However, online glasses retailers have taken advantage of innovations to streamline their businesses and provide satisfaction to consumers, revolutionising the process.
