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With the rise of digital adoption in the last several years, few industries have profited from it as much as ecommerce.
Over the last decade, global ecommerce has seen profits drastically increase. Whereas Statista noted global sales in 2021 amounted to around $5.2 trillion, more recent numbers from this year estimate that total annual sales will exceed $6.3 trillion. Similarly, ecommerce user pools have swelled to nearly three billion worldwide. This represents annual growth of about 2.7%.
In this bustling ecommerce landscape, retail is among the most popular but also the most frustrating for shoppers. On the one hand, the increased access to various goods has made shopping more convenient. However, the remote nature of shopping for retail online means that many buyers are left feeling uncertain about their personal items. This is especially true in the eyewear ecommerce sector. According to Grand View Research, changing lifestyles and consumer preferences have made shopping for eyewear online commonplace. In fact, by 2030, this sector is poised to see a compound annual growth rate of up to 7.4%.
That said, because most eyewear is not just accessories and, instead, also falls under medical devices and protective goods, they require more nuanced ecommerce efforts. In light of this, here are a few of the most relevant eyewear ecommerce offerings that are improving the customer experience and addressing key concerns:
Recently, Poplar.Studio explained that many shoppers prefer buying their eyewear in traditional brick-and-mortar establishments because it lets them try on items in person. Previously, ecommerce sites couldn’t offer a similar digital alternative. This left most shoppers simply guessing how a frame would look on them. Unfortunately, this would be a risk for shoppers and retailers alike. If the purchased frames are not to their liking in person, then shoppers must undergo the time-consuming process of returns, exchanges, and refunds. Meanwhile, retailers will have to cover most of the related costs for this unsuccessful transaction. Generally, returns cost businesses up to 66% of the item’s original price.
A contemporary solution to this issue is virtual try-on technology. Designed using augmented reality (AR), this tech is widely used in many digital retail outlets. At eyewear retailer Eyebuydirect, try-on tech uses the shopper's own camera to project a virtual overlay of a specific model over their face in real time. The projects are to scale, so it allows those who are buying glasses online to see how different styles will look on them. Since the technology is created to continuously adapt to the user’s movements, it even allows shoppers to move their faces so they can see how the frames look from varying angles. Alternatively, if a person is shopping for others or cannot currently use a camera, the same technology can be used with an uploaded image. With this, shoppers can complete their transactions more confidently, thereby shrinking the chances of a return.
A significant chunk of the customer journey is rooted in customer service. Previous surveys have even found that a single negative customer service interaction will permanently turn a customer away from a brand.
Conversely, 83% of shoppers have said that good customer service can turn them into loyal repeat patrons. For items like eyewear, a shopper may expect more tailored customer service, given that these products can cover vast specializations. For instance, some customers may want to know which frame type best suits their unique prescription. Otherwise, other customers may need to know if their health insurance will be acceptable. Such queries were hard to address online, with most retailers relying on their FAQs to assuage consumer concerns. As such, this left many shoppers feeling like there was a lack of support in the eyewear ecommerce space.
This is why chatbots have made a big impact. As seen in retailers like Warby Parker, this feature allows customers to pose specific questions and get immediate answers. By doing so, customers are left feeling like there is a better and more trustworthy line of communication for them. Interestingly, consumers may soon be able to enjoy an even better chatbot experience. As we previously discussed, conversational chatbots are some of the latest updates. Since they’re powered by artificial intelligence (AI), so they’re not restricted to a limited script. Instead, they can understand natural language and reply in a similar fashion. For retail shoppers, this means they can get straightforward and casual replies to questions like sizing, availability, and even product recommendations.
Last but not least, another common issue that eyewear ecommerce shoppers usually struggle with is the need to have prescriptions or an understanding of their current ocular status. For first-timers to ecommerce or shopping for eyewear as a whole, it can be confusing and frustrating when sites ask for multiple points of information that you don’t have and will have to make the extra effort to acquire. Consequently, many just abandon their carts and turn to physical stores instead.
To remedy this, most eyewear ecommerce providers now offer a comprehensive portfolio of eye care offerings outside of just the usual specs and shades. Such is the case in Specsavers, which originally made a name for itself via physical optical stores. Nowadays, it’s well-regarded for its clever data optimization, allowing it to be ahead of the curb. This extends to its online site, where they’ve begun offering several eye tests. This includes gauges for different eye conditions, a downloadable eye chart, and an online booking option for comprehensive eye exams. Through these, customers can more easily acquire the necessary information they need while guided by experts, and without having to go to multiple resources.
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