Virtual try-ons at Bailey Nelson - Main 1

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Bailey Nelson is one of many online retailers offering virtual try-ons, but its approach is delivering results, according to CMO

Quick read

➨ Bailey Nelson reports 400% and 600% increases in online sales conversions as a result of virtual try-ons
➨ The retailer is using Plattar, an AR and 3D visualisation company based in Australia
➨ There is a desire among retailers to close the gap between in-person and digital shopping experiences

The story

Bailey Nelson, the multinational optical retail chain, has reported 400% and 600% increases in online sales conversions as a result of virtual try-ons of its glasses.

James Kerridge, head of marketing and digital at Bailey Nelson, told trade title CMO that the retailer experienced the increases in Australia and Canada, where, along with New Zealand and the UK, virtual try-ons are available for all of its products.

Bailey Nelson is using Plattar for virtual try-ons because the augmented reality (AR) and 3D visualisation company based in Australia uses Apple’s TrueDepth facial recognition technology as part of its content creation solution.

According to CMO, Bailey Nelson and Plattar trialled virtual try-ons for 60 products earlier this year. They are now available across the retailer’s full range and will be rolled out for every new product going forward.

Virtual try-ons at Bailey Nelson - Main 2
The 360° view of Adler Windsor Rim glasses, available alongside the try-on option

Check out the full interview with Kerridge here. It provides excellent insight into virtual try-ons for retail and why using the latest technology is key to enjoying the kinds of successes experienced by this retailer.

Online sales conversations are crucial if AR and 3D visualisation are going to be a success for any retailer. There is also a desire to close the gap between in-person and digital shopping experiences, with immersive technology able to play an important role.

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Images: Bailey Nelson

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