The phrase “extended reality” (XR) refers to a broad category of technologies, including the metaverse, virtual reality, and augmented reality. Thanks to XR technology, businesses can build immersive experiences that improve user engagement by combining the digital and real worlds in various ways.
The vast potential of XR technology can span diverse industries in the market, including education, healthcare, and retail. While maximizing XR tech for business is considered a relatively new venture that may entail uncertainties and risks, more and more retailers are tapping its potential to gain a competitive edge.
The eyewear industry, a fast-growing market player with a projected compound annual growth rate of 8.3% from 2024 to 2030, is among the sectors using XR technology to boost its operations. Grand View Research claims that the industry’s impressive performance may be attributed to upcoming developments like the AR-powered virtual try-on function, which suggests that XR technology has the ability to boost corporate success.
Here are some best practices from eyeglasses stores using XR technology to increase customer engagement and growth:
AR-powered immersive experiences
A number of online eyeglasses merchants have incorporated XR technology into their e-commerce platforms to improve the purchasing experience. One example is Eyebuydirect, which uses an AR-powered feature to enable clients to try on a variety of frames virtually from the comfort of their homes.
Site users can utilize a camera-enabled smartphone or upload a clear image of their face to determine whether their chosen frame design complements their facial characteristics. This eliminates the inconvenience of having to drive to a real store and offers significant convenience for people who don’t live close to one. According to studies, AR-powered virtual try-on technology has the potential to boost sales for eyeglasses makers by as much as 30%.
Aside from letting customers simply try on various frames, some optical stores are taking the tech further by providing personalized recommendations based on consumers’ facial features. LensCrafters hosts a frame advisor feature on its website that can recommend glasses for face shape through its virtual try-on feature.
The tool examines the size, shape, and color of site visitors’ faces to determine the ideal frame type with a suitable color scheme that fits and enhances the distinctive facial characteristics of a wide range of consumers. This eliminates the tedious process of looking through a large assortment of eyewear models and digitally trying them on to achieve the ideal fit. According to Salesforce, 52% of consumers want company offerings to be customized. Therefore, this feature may also boost engagement and revenue.
Maximizing VR and the metaverse
Eyewear e-commerce companies have also ventured into the metaverse, an extension of XR technology that combines physical and virtual environments to allow customers to interact with digital objects and other users. In 2022, optical retailer Sunglass Hut created Sunglass Hut Utopia, a virtual reality store with an interactive gaming experience in collaboration with VR technology developer Emperia.
An immersive digital experience highlighting six exclusive eyewear brands—including Burberry, Michael Kors, Oakley, Prada, Ray-Ban, and Versace—enables buyers to choose the ideal pair of glasses. Because players may get a prize with every purchase of premium sunglass models, the gaming element encourages customers to collect all six goods.
Last year, Sunglass Hut also launched digital sunglasses in partnership with the avatar platform Ready Player Me. These digital sunnies, a first-of-its-kind approach to integrating physical retail with the metaverse, can be worn by custom-made avatars.
Consumers may pick up the digital sunglasses at a few Sunglass Hut locations in the US. Users only need to scan a QR code on the SmartShopper digital displays to use the virtual frames from Oakley and Ray-Ban for their avatars. This program has given the eyewear sector the chance to grow and connect with various gamers, promoting engagement and growth.
Game-changing eyewear design
By adding cutting-edge augmented reality technologies, optical shops also push the limits of eyewear functionality and style. Consider the Ray-Ban Meta smart glasses, which seamlessly incorporate augmented reality technology to allow users to film movies, take pictures, and broadcast live from the frames while interacting hands-free with messaging applications. The sophisticated functions of smart glasses, such real-time information display and navigation help, are prime examples of how AR technology has evolved significantly in the eyewear paradigm.
To further boost AR capabilities, the Ray-Ban Meta smart glasses also leverage multimodal AI that can process all kinds of information, including image recognition, to let wearers know what they’re looking at. According to Reuters, the commercial success of these smart glasses is proof that eyewear innovations are effective in boosting growth, with the newer Ray-Ban Meta smart glasses model outselling the previous version.
XR technology has now permeated various industries, including retail. These optical retailers are leading the way in tapping and showcasing the potential of XR tech to boost growth and introduce groundbreaking innovations that are shaping the future of eyewear design and marketing.
