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“We had previously considered such solutions, but found what was available on the market was outdated and, critically, did not utilise the capabilities across multiple generations of iPhone.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. 

In Canada – a market worse hit by Covid-19 – Bailey Nelson reported a 600% increase in the conversion rate for customers using virtual try on. More recently, it reported virtual try-on usage in Sydney has risen by 68% during lockdown compared to pre-lockdown.  

Bailey Nelson is now looking at ways to drive more customers to the service by improving the user experience on its website, ramping up advertising and also building a mobile commerce application which will leverage the virtual try-on experience, Kerridge said, adding the technology may also be used in store as a range extension tool to allow customers to shop products that are out of stock or in short supply, providing them a more convenient service.  

Bailey Nelson’s virtual try on is accessible on all devices, including the latest iPhone and iPads.  

For more on how virtual try on can boost sales, see: https://eyeonoptics.co.nz/articles/archive/expanding-sales-with-virtual-ingenuity/