Virtual Try-On Is Hot.

Technology that superimposes frames onto a face is so true to life that nearly 20% of consumers buying Rx eyewear online said that feature cinched the sale, according to The Vision Council VisionWatch consumer survey (sample taken April-December 2020).

Social distancing edicts that greatly accelerated the shift to online buying also sped adoption of augmented reality-based virtual try-on, prompting more players to jump in like EyeBuyDirect, Google, and Walgreens, which debuted this digital option last month in its online Rx eyewear platform with For Eyes. Transitions goes a step further, using AR to simulate photochromic tinting and mirrored lenses.

Does this augmented reality rumpus mean ECPs must join the fray to stay competitive?

A resounding “No!” say two innovative opticians interviewed for this feature:

➤ L.A.-based Gogosha Optique owner Julia Gogosha

➤ Iowa City-based Discerning Eye owner Joni Schrup

Instead, they are resolute that virtual fittings are where it’s at—where the tactile experience of fit, comfort, and exquisite detail blend with the safety of online consultations.

Here, we share their two decidedly different approaches to virtual styling that’s as safe as AR, but much better.

WHAT’S THE DIFF?

Their virtual services deliver what AR can’t: curation, one-on-one care, and a tactile experience possible only in the physical world.

“You need to be able to touch and feel the product,” insists Schrup. “We sell high-end luxury eyewear. It is gorgeous and feels delicious. Every frame has certain types of detail that you miss online.”

Virtual fitting services vary widely but often include a questionnaire to collect client preferences, wants, and needs. This enables opticians to hand-select frames delivered to (or picked up by) clients to try on at home so family can weigh in before a styling consultation is conducted by whatever video chat platform clients choose. Some services are fee-based, involve a deposit good toward purchase, or are free.

CASE STUDY #1:
GOGOSHA OPTIQUE
BELLS & WHISTLES THAT SCALE

For ECPs with intent to launch, then expand, a virtual fitting service, Gogosha suggests “get-started” tips based on success at her Los Angeles shop, where more than 60% of virtual consultations result in multiple sales.

“We decided to just do virtual fittings for the duration, not knowing what the ‘duration’ means,” she said, given the unpredictability of Covid, even today—but with new consumer preferences and expectations firmly in place, Gogosha says that virtual fittings may well become a permanent offering.

Building blocks to consider:

➤ Dedicated Space: Set up a “studio” area for virtual appointments, out of in-store clients’ view with an ample surface area for sanitizing eyewear, packing, and storage of shipping supplies. A 6-by-8 foot space is sufficient.

➤ Technology: Inventory management software to track inbound/outbound frames that integrates with point of sale, the ability to accept electronic payments, and website imagery that is kept current so clients can preview the latest offerings. 
➤ Strong Inventory: “If it’s not an inspired inventory, don’t bother doing this,” Gogosha says.

➤ Packaging: Unboxing at home must delight. “You want the client to know they’re about to have an experience before they even see the frames,” she says. Custom trays, cases, tissues, stickers, and store colors elevate the package—and it’s all eco-friendly.

➤ Time: For every hour spent online with a client, allocate three or four more hours for curation, sanitizing, packing, and data entry, plus 15-45 minutes to discuss lens options.
Gogosha says advance preparation ensures virtual fittings are as authentic as the in-store experience. Clients need not wonder if a hand-selected frame will flatter or fit properly: “I already found everything that will love you. All you have to do is accept or reject it.”

It’s this style sensibility, technical knowledge, and personal care that enable Gogosha to collaborate with clients as an “atelier for the face.” AR can’t compete here.

CASE STUDY #2:
DISCERNING EYE
BESPOKE FOR BOUTIQUE

For ECPs with limited resources to invest, Schrup from Iowa City-based Discerning Eye suggests the foundation may already be there.

“We were surprised we had so many pieces in place. We didn’t have to do a lot,” Schrup says.

With 2020’s lockdown forcing staff meetings onto Zoom, Discerning Eye’s stylists gained proficiency on multiple video chat platforms—a key component of virtual services. “Then, all we had to do was figure out what kind of information we would need from people.”

Strategies as food for thought:

➤ Questionnaire: Discerning Eye’s website questionnaire collects data for virtual fittings—and something else: It tickles enough interest to entice clients to make a store visit, something they might not otherwise do.

➤ Back Room, No Big Deal: Schrup didn’t reconfigure store space to accommodate private, virtual fittings. An existing back room suffices, and on quiet days, several stylists pop into a virtual fitting session underway, delighting clients who welcome the extra input.

➤ Analog Is OK: Schrup suggests that software to track inbound/outbound frames is not needed if the scale of the operation is not too big. “I don’t feel you have to invest a lot of money in technology,” she says. “A spreadsheet works, even a notebook, if that is your thing.” 

➤ Social Awareness: “You have to let people know the program exists,” says Schrup, who posts to social media frequently. 

➤ Packaging Awesomeness: Discerning Eye had already been shipping across the country prior to the pandemic, so this step was seamless. “From the very beginning, we had a very specific way packages have to be wrapped in our tissue, with our label facing up so when clients open the box, that’s what they see,” she shares. “And there is always candy in there, little treats. Always. Always. Everything is wrapped and looks great. Every. Single. Time.”

With the programs in place and operating successfully, Schrup and Gogosha remain committed to virtual-fit services long term. “It is all about the customer experience,” Schrup says. “You just want clients to feel welcome and taken care of—and that is what we do.”