Bailey Nelson eyes virtual try on tech to grow sales

Dean Blake

7th Sep 2021

Eyewear retailer Bailey Nelson is integrating augmented reality into its online platform, allowing customers to try on its products virtually through a partnership with AR platform Plattar.

The launch of the system, which follows a successful trial earlier this year, has already driven online conversion growth of 400 per cent, according to the business.

During Sydney’s lockdown the solution has seen use grow 68 per cent.

According to Bailey Nelson’s head of marketing and digital, James Kerridge, this new solution will play a major role in how the business markets itself during and beyond the Covid-19 pandemic.

“Our team was tasked with developing tactics to differentiate in an increasingly crowded e-commerce space, and create a way for customers to recieve the same try on experience as they would in store from their homes,” Kerridge said.

“We had previously considered virtual try on solutions, but found many of the solutions available on the market were outdated and, critically, did not utilise the capabilities across multiple generations of iPhone.”

This is something Plattar delivered on, according to Kerridge, which allowed the business to trial and finally launch the service for its customers. The solution will also be used in-store as a range extension tool, allowing customers to try on any style in-store, regardless if it is available in that particular store or not.