Australian eyewear company Bailey Nelson said its roll out of a virtual try-on solution has seen its online sales conversion skyrocket by over 400% in 2021, enabling the business to thrive in spite of ongoing lockdowns.
With consumers shopping in new ways, Bailey Nelson began working with Australian tech disruptor Plattar in early 2021 to launch a virtual try-on function to enhance its e-commerce experience for online shoppers across 60 of its core eyewear products.
James Kerridge, head of marketing and digital at Bailey Nelson, said, “In 2020, our team was tasked with developing tactics to differentiate in an increasingly crowded e-commerce space and create a way for customers to receive the same try-on experience as they would in store, from their homes. It was crucial for the brand to ensure that what customers experienced online matched what arrived in the mail.
“We had previously considered such solutions, but found what was available on the market was outdated and, critically, did not utilise the capabilities across multiple generations of iPhone. Plattar was forward thinking, market leading and using the latest tech stack. Together, we have deployed a solution quickly that meets our high expectations of customer experience around fashion and fit, and is having a very positive business impact. This solution will play a significant role in our marketing approach now and beyond Covid.”
Bailey Nelson launched the solution across its full product range in Australia earlier this year.
