As businesses capture the eCommerce market for expanded reach and growth, they must be innovative and adaptive enough to meet ever-changing consumer demands.
For instance, a previous post highlights the importance of bridging social media and eCommerce to take advantage of customers’ increased use of social networking sites like Instagram, Pinterest, and Facebook. By introducing shoppable content to these platforms, businesses can shorten the customer journey from discovery to purchase, ultimately strengthening brand engagement and loyalty.
When looking for strategic ways to elevate the online shopping experience, eCommerce businesses should look no further than the eyewear industry. In the US eyewear market alone, online retail is among the key drivers of the current market value of nearly $18.3 billion and the projected value of $30.3 billion by 2033. Based on the linked report, eyewear retailers have been successful in accelerating their online presence and eCommerce capabilities to cater to various consumer needs and shopping behaviors.
Thus, here are lessons other businesses can learn from online eyewear retailers that put customer experience and satisfaction at the core of their shopping journeys and offerings.
Leverage virtual try-on features
Despite the comfort and convenience eCommerce provides, a common pain point among online shoppers is the lack of an option to physically fit, feel, or touch a product that they want to purchase. However, optical retailers have leveraged new technologies, such as virtual and augmented reality, to enable customers to virtually try on their products and make more informed purchasing decisions.
As one of the leading eyewear retailers, Target Optical’s official website has a Virtual Mirror tool that essentially allows customers to try on glasses online and see how they fit straight from their digital devices. The virtual try-on feature is available for a wide variety of frame styles and brands, from best-sellers like the Oakley Centerboard OX8163 glasses to trendy options like the transparent VO5372 frames from Vogue Eyewear.
Deploy live chatbots to reduce uncertainty
When people shop for eyewear online, they are likely to encounter challenges, such as not knowing their prescription or being unable to understand the available lens options. Whereas physical retail locations have sales representatives readily available to assist customers, online retailers strategically reduce uncertainty and friction in the shopping process by deploying live chatbots.
For example, the retailer Eyebuydirect makes its affordable frames all the more accessible by giving customers the option to chat online with its customer service team, which is available 24/7 and can provide instant, automated responses to frequently asked questions. By interacting with customers and guiding them through the ordering and checkout process, chatbots can help reduce abandoned shopping carts.
Utilize AI for tailored recommendations
Lastly, the eyewear industry has been exceptional in utilizing artificial intelligence to create a great product discovery experience. While wide selections can otherwise overwhelm customers, especially if it’s their first time buying eyewear, AI can match customers with the exact product that meets their vision needs and lifestyle preferences.
Case in point, the retailer GlassesUSA has launched Pairfect Match AI as its proprietary technology that provides tailored eyewear recommendations to each customer. Upon extracting data from other eCommerce tools like a virtual mirror and a prescription scanner, the technology’s advanced AI capabilities can help customers discover eyewear that not only meets their prescription requirements but also suits their unique style and facial features. Overall, the examples of eCommerce website features mentioned above emphasize the value of informed decision-making and a personalized shopping process in customer engagement and satisfaction.
Leave a Reply