Compared to a few years ago, shopping online for eyewear is more commonplace than ever. Recent surveys show up to 44% of eyewear buyers completed online transactions. In line with this, a 2022 study on Optician Online shared that most US respondents plan to shop for eyewear online more. Whereas most consumers used to prefer shopping for eyewear in person, given the sensitive nature of choosing the right specs, nowadays, contemporary e-commerce features have made finding the right product easier, faster, and more convenient. But why exactly have eyewear and online shopping become highly compatible, even as brick-and-mortar operations have regained traction? Read on to find out some of the top reasons.
Access to exclusive discounts
While sales are nothing new, online retailers are often more keen and capable of slashing prices than their in-person peers. This is largely because online platforms usually don’t have to pay as much for sales associates, location rent, and in-store collaterals. As such, they can afford to cut down on the markups brick-and-mortar retailers add to recoup their overhead expenses. To illustrate, leading online eyewear provider LensCrafter offers a variety of glasses online at markedly affordable prices. These include designer brands, like Armani and Burberry, that have been discounted by up to 30%. On top of these, seasonal promotions, such as for Memorial Day, see price cuts of up to 50%. Granted, some retailers with both online and in-person stores may offer these discounts across all their platforms. However, those cross-platform offers usually only run for limited times.
Improved catalog navigation
Shopping can be incredibly overwhelming, especially when dozens of options are marketed towards you. In-person, a sales associate’s job is to help steer you to a more fitting selection. That said, not every shopper feels comfortable in this setup. At the same time, those with limitations on travel and mobility might be unable to visit a location where a sales associate is physically present. Thankfully, many online eyewear shops now use advanced software to streamline online eyewear shopping. For instance, Zenni Optical has optimized AI technology to quickly help shoppers find what they want. Using an image search feature on their app, Zenni allows shoppers to upload images of the eyewear they’re looking for. After a few seconds, the AI will offer suggestions that closely resemble the consumer’s desired product. This is especially helpful if a customer just has a popular peg, like Ray-Bans, but no concrete idea of the style name. Overall, this has helped increase repeat customers’ percentage to around 60%.
Accurate try-on features
A few years ago, we discussed how a Japanese fashion brand released its exclusive Zozoglass specs. This special pair of glasses worked in tandem with their app to identify user skin tone correctly. Recently, the online eyewear sector has adopted a similar concept of using tech to aid shoppers. More specifically, the eyewear industry has wisely invested in digital features that make shopping more enjoyable and accurate. While shoppers looking for other personal items, like clothes or shoes, online have to worry about true fit, measurement accuracy, and the like, this is not so for contemporary online eyewear buyers. Nowadays, many companies now utilize tech like virtual try-ons. One example is Warby Parker, which offers this tool on their website and app. Using AR, customers can see any eyewear product’s realistic color, texture, fit, and dimensions. This helps them make more informed decisions and reduces the likelihood of buyer regret.