Advancements in technology have revolutionized the shopping experience online, and eyewear is no exception. Technology is making online eyewear shopping a more convenient, personalized, and enjoyable experience, and demand has yet to slow down. In Canada, online competition in the eyewear industry is encouraged, especially as more Canadians need vision correction and shop for eyewear like prescription glasses and contact lenses online. Nearly half of all Canadians find online shopping to be more convenient than visiting a brick-and-mortar retail outlet, especially for finding lower-cost products or options for those living in rural areas. While physical stores are still a primary avenue for eyewear sales, technology is refining the online experience and ensuring that consumers can feel just as confident and satisfied with their purchases and shopping experience. Here’s how technology is changing online eyewear shopping:
Virtual try-on tools
A significant hurdle for online eyewear shopping is the inability to try frames on before purchasing, which can deter consumers from buying a product or impact their confidence in their purchase. Since eyewear is a major investment for many, consumers want to be extra sure of their choice. Online eyewear retailers have addressed this issue with the help of tech, allowing shoppers to use a virtual try-on tool to simulate how glasses may look in real life. You can choose a pair of glasses, such as the Ray-Ban RB6375 Optics or the Clearly Picton, and click on the “Try Them On” option on the glasses’ page. You can then open your device’s webcam so you can view the glasses on your face. Virtual try-on tools use augmented reality (AR) to create a realistic representation, showing how the eyewear may flatter and fit the face to boost confidence in purchase decisions. This prevents returns and refunds and improves customer experience and satisfaction.
Personalized shopping
Unlike in physical stores, where a staff member can guide you to specific styles and give recommendations, much of online shopping is done by yourself. However, technology now allows online stores to tailor your shopping experience, making the journey to finding your perfect pair of glasses easier. Retailers often leverage multi-channel customer behavior to determine how to best target your unique needs and patterns. For instance, you might see an eyewear advertisement in a magazine or a billboard, and if your interest is piqued, you then check the retailer or brand’s social media platforms or website to browse for styles. These sites can now track your behavior and note your preferences, enabling more tailored posts and ads to be shown to you as you go about surfing the internet. After seeing these, you’re compelled to revisit the brand or the models you were considering and purchase one.
Artificial intelligence-powered search
Online eyewear shopping can be daunting with the vast selection of specs and shades available across various platforms. Not only does this make it more difficult to make a confident choice, but it can also be challenging to find a specific style. As such, some online eyewear retailers are refining the search experience using artificial intelligence (AI), making finding eyewear easier with more features. If you come across a pair of glasses or sunglasses in a movie, social media post, or photo, you can upload it to the site’s search engine, and the AI will find the model or recommended specific styles so you can purchase them. AI can also make it easier to shop for eyewear microtrends. Zenni Optical’s Algolia AI solution can create microtrend collections for easier searching or learning from customer searches and behavior.
