GlassesUSA.com has give you a brand new way of using artificial intelligence (AI) to provide its consumers personalized views of its greater than 10,000 SKUs — and what they appear like on the buyer.
About 60% of the retailer’s eyewear catalog consists of GlassesUSA.com-exclusive designs. The remaining 40% include popular brands including Ray-Ban, Oakley, Prada and Gucci. Consumers should work out what size, fit and prescription they need, along with what shape they like and the fabric for his or her frames.
“Buying glasses online will not be necessarily the best purchase you may make,” chief marketing officer Arie Tom told Digital Commerce 360.
That’s a part of what led GlassesUSA.com to develop a proprietary latest tool in-house, which it calls “Pairfect Match AI.” The tool scans a consumer’s face, measuring different points including the jawline, pupil distance, hairline, skin ton and nose bridge. Then, it matches consumers with glasses that match their faces. After that, GlassesUSA.com also presents the pairs it suggests to the buyer using augmented reality, allowing the buyer to see what the frames would seem like on their very own faces.
Before this tool, Tom said, the method would work in another way. A customer would go to a store and select from a whole bunch of frames — much more if shopping online — and see what suits their face shape, style preferences and other needs.
“Your entire process will not be that ideal since it’s very manual,” Tom told Digital Commerce 360. “It’s essential to flick thru so many frames, have all of the no guesswork of identifying what suits your face, what looks good on you and so forth.”
How the GlassesUSA Pairfect Match AI tool works
Consumers browsing GlassesUSA.com on their mobile phones have the choice to scan their faces using their device’s camera. And on each mobile and desktop, the Pairfect Match AI tool includes a quiz component that helps GlassesUSA determine a consumer’s preferences and what they’re on the lookout for.
It asks if the buyer is on the lookout for:
- eyeglasses, sunglasses or each
- plastic/acetate, metallic, or any material for frames
- in the event that they’re taking a look at masculine styles, feminine styles or each
- which shade of frame they need, reminiscent of “dark, tortoise,” “colourful” or “neutral, clear”
It then curates 10 matches, which consumers can see on the positioning upon entering their email. The tool also gives consumers the choice to point out more results, routinely filtering search results based on the quiz and/or scan’s findings.
“Now the thing with glasses, eventually it’s an adjunct,” Tom said. “It’s partial fashion accessory, partial medical device that improves your vision. And it’s not a “one fit suits all.” It suits on our prime real estate: our face. It influences not only the way you see the world, it also influences how the world sees you.”
The Pairfect Match AI tool from GlassesUSA suggests frames based on consumers’ preferences and facial structure.
GlassesUSA also sees fewer returns from consumers who’ve purchased frames after using the Pairfect Match AI tool, Tom said. That’s “the essence of what we would like to do. We wish to be certain that that we match consumers with the glasses that match their face.”
Comparing users from the identical traffic sources who do and don’t use the tool, GlassesUSA found that those that do return their frames 9% lower than those that don’t, Tom said. Similarly, the Pairfect Match AI tool has helped convert 12% more latest customers from those self same traffic sources, he added.
Generative AI a part of the subsequent stage of tool
AI continues to be latest and exciting, Tom said. Experimenting with it and learning how it really works has uncovered possibilities that, until a number of years, ago, “we could have only dreamed of,” he added.
The retailer’s website is homegrown, Tom said. Its team built it through greater than half 1,000,000 hours of development hours through the years, he added.
“The vision,” he added, is that GlassesUSA will use conversational commerce to ask consumers about their budgets, preferences, optical needs and more.
“In the subsequent version, we’re going to also embed generative AI and it’s going to be rather more conversational with a purpose to really engage with customers,” Tom told Digital Commerce 360.
This conversational commerce element would help GlassesUSA bridge the gap between buying glasses in a physical store, with an optician, and buying them online.
GlassesUSA.com improves achievement speed
Although mostly online, GlassesUSA has physical store locations in Boston; Long Island, Latest York; and Orlando, Florida.
Prior to now 12 months, the retailer opened a 40,000-square-foot optical lab in Atlanta. The ability serves as each a lab where GlassesUSA manufactures prescription frames to order, in addition to a achievement center.
And the lab is “completely robotic” until parts for assembly get into humans’ hands.
“So every order that has been made, you may see the robots driving around and picking up the lenses and the frames, and eventually, after all, there’s the human touch those that are eventually doing the QA [quality assurance] and assembling the pieces together.”
“We put quite a lot of resources and investment into improving all our shipping methods with a purpose to really offer customers that need glasses urgently to get it as fast as next-day delivery through the brand new operational optical lab in Atlanta,” Tom said.
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