Virtual try-on (VTO) for eyewear has revolutionized the way consumers shop for glasses.
Virtual Try-On (VTO) technology uses augmented reality (AR) to superimpose virtual eyewear on customers’ faces in real-time, allowing them to try on different eyewear styles virtually, like looking in a mirror.
Companies that want to remain competitive in the rapidly evolving eyewear market should consider investing in VTO technology. By providing customers with a realistic and immersive try-on experience, VTO can increase conversion rates, reduce return rates, and improve customer satisfaction.
Virtual Try-on Benefit
While the cost of implementing a VTO strategy for eyewear companies may be a concern, the benefits of VTO far outweigh the costs.
Studies have shown that customers who use VTO are more likely to make a purchase, with VTO leading to a 40% increase in conversion rates (Luxury Society, 2017). Additionally, VTO has been shown to reduce the return rate by up to 30%, which can save companies significant costs associated with returns (Retail Dive, 2019). With the global eyewear market expected to reach $178 billion by 2026, VTO is quickly becoming a must-have for eyewear companies.
Furthermore, the investment needed is paid back in many ways. By enhancing a solid e-commerce strategy, companies can drastically reduce costs traditionally associated with the physical retailers’ network strategy. Additionally, using 3D digital assets for web and social campaigns can significantly reduce the need for costly photo shoots, renderings, etc., reducing marketing expenses. VTO can even lower the environmental impact associated with shipping and returns of physical eyewear, as it reduces the need for customers to order multiple pairs to try on.
Different types of VTO
There are two main types of VTO technology: marker-based and markerless. Marker-based VTO uses markers or reference points, such as a card or a delimited portion of the screen, to identify the position and orientation of the user’s face. Markerless VTO, as ARShades VTO, uses facial recognition algorithms to detect the position and orientation of the user’s face without the need for markers.
The technology used for Virtual Try-on solutions matters, and it affects the final customer experience. It can enhance the brand identity and conversion rate. However, it can also generate the opposite effect if the technology needs to be adequate and up to date.
Thus, eyewear companies should carefully assess market players’ characteristics before price. In doing so, one should look at the way a solution guarantees:
Ease, Speed, Realism, Quality, Cross-platform compatibility, multichannel access.
Beyond these characteristics, there are many aspects to be considered under the hood, like the process of generating the 3D digital assets, the overall level of customization, the analytics tools, and the tecnical support.
The State of the Art of VTO in the Eyewear Market
There are several VTO solutions on the market, each with unique features and capabilities.
FittingBox offers a range of virtual try-on (VTO) solutions for eyewear retailers, including web-based VTO, in-store VTO kiosks, and social media filters. Their VTO solutions use photorealistic textures to provide a realistic try-on experience for customers. FittingBox also offers a range of customization options. Their VTO solutions are available on a range of platforms, including desktop, and mobile devices, although they don’t provide native mobile apps. Additionally, FittingBox offers analytics tools to help retailers track customer engagement and improve their VTO experience.
Luna offers a virtual try-on (VTO) solution for eyewear retailers that uses photogrammetry to create a 3D model of the customer’s face, which is then used in real-time. Luna’s VTO solution allows customers to try on multiple pairs of glasses simultaneously, making it easier to compare different styles. It is a web-based solution for desktop, mobile, and tablet devices. However, it does not use full 3D frames, and it does not offer real-time face detection. Additionally, it is unclear from Luna’s website whether they offer a native app solution.
GlassOn uses markerless AR to detect the customer’s face and superimpose virtual eyewear. 3D glasses frames are inferred from 2 pictures and processed to give thickness and reflection. It is very quickly if one does not need to provide a real and accurate experience. GlassOn is a web-based and Android native app solution.
Auglio is a general VTO solution for eyewear, cosmetics, jewellery, and accessory that provide a realistic try-on experience for customers. Auglio’s technology is web-based and simulates 3D frames by applying texture to the customer’s face, which is then used to superimpose virtual eyewear in real-time. Auglio also offers a range of customization options, allowing customers to adjust the glasses’ size, colour, and shape.
ARShades, on the other hand, uses full 3D frames to provide a very realistic try-on experience. ARShades also uses real-time face detection, ensuring that the real-size glasses fit properly and look real on the customer. ARShades also offers native app solutions for Apple and Android devices, also in instant and app clip app, as well as web-based VTO solutions, making it accessible to a wide range of platforms and users. In addition, it offers analytics tools to help eyewear companies and retailers track customer engagement and tools for managing and customising all its solutions.
The following comparison table highlights the main features of each VTO solution as of today:
|Full 3D frames||Yes||No||No||No||No|
|Real-time face detection||Yes||Yes||No||Yes||Yes|
|Native app IOS||Yes||No||No||Yes||No|
|Native app Android||Yes||No||No||No||No|
|Instant apps/app clip||Yes||No||No||No||No|
By providing customers with a realistic and immersive try-on experience, VTO can increase conversion rates, reduce return rates, improve customer satisfaction and brand appeal, and cut other costs. In addition, ARShades, with its full 3D frames, real-time face detection, and instant apps, offers a cutting-edge VTO solution accessible on a wide range of platforms.
When considering the different VTO solutions on the market, it is important for eyewear companies to weigh the pros and cons of each solution and choose the one that best meets their needs. By investing in VTO technology, eyewear companies can stay ahead of the competition and provide their customers with a seamless and immersive shopping experience.