This hybrid approach is proving essential in today’s retail landscape, especially as consumer behavior continues to evolve.
According to GWI, over half of North American consumers research a product online before buying it. Meanwhile, a 2021 State of Consumer Behavior report reveals that nearly half of all shoppers still prefer in-store experiences when given the choice. These insights highlight the importance of merging online convenience with the engagement of in-person retail.
One industry leading the way in phygital innovation is eyewear. As we previously discussed, brands like Michael Kors and Warby Parker have paved the way by integrating augmented reality (AR) virtual try-ons (VTOs), allowing shoppers to test frames digitally. These tools allow users to take snapshots during their browsing sessions, consult with friends, and shop at their own pace—all from the comfort of home. They also make it easy to see if glasses complement their personal style and wardrobe.
From FramesDirect to Gentle Monster, here’s a closer look at how phygital retail and VTOs are transforming the online eyewear shopping experience.
Founded in 1996 by two optometrists, FramesDirect was the first online retailer to sell progressive lenses, contact lenses, and prescription sunglasses. Today, it boasts a catalog of over 100,000 eyewear products from more than 300 brands, making it a standout in the digital eyewear space.
FramesDirect’s digital-first ethos is evident in its Virtual Mirror tool, which enables users to try on as many eyeglass frames as they want, instantly and from anywhere. This feature is especially valuable in an industry where return rates can reach up to 30%. By helping customers better visualize their purchases, FramesDirect enhances user satisfaction and improves profitability. According to Onix Systems, virtual try-ons can increase sales by 30% and reduce return rates by 20%, a clear win-win for both shoppers and retailers.
Sunglass Hut, a leading eyewear retailer under EssilorLuxottica, is bridging the digital-physical gap with a playful twist. In partnership with avatar platform Ready Player Me, the brand offers customers digital sunglasses to personalize their avatars in virtual worlds. To unlock these virtual accessories, customers must visit select US stores and scan a QR code on the “SmartShopper” digital screens. This gamified experience gives customers an additional reason to step inside a physical store, blending fashion and fun in a tech-forward way.
As Sunglass Hut’s General Manager Giorgio Pradi explained, “Our partnership with Ready Player Me is a pioneering initiative that demonstrates our commitment to innovation and to providing our customers with unique and engaging experiences.” This campaign reflects a broader trend among retailers like Walmart and Amazon, who are integrating virtual environments into real-world spaces. But Sunglass Hut stands out by flipping the script—bringing virtual perks into the physical world.
Eyewear industry newcomer Gentle Monster is rewriting the retail playbook with stores that resemble immersive art exhibitions more than conventional boutiques. Its American Dream location, for instance, features a herd of animated white buffaloes greeting guests upon entry. These multi-sensory experiences reflect founder and CEO Hankook Kim’s belief that “retail is driven by human’s curiosity.”
The brand’s spaces are designed to be social media gold. In fact, Forbes reports that Gentle Monster employs more spatial designers than product designers—a rare strategy that turns every visit into a shareable experience. These tech-powered, imaginative retail environments help forge deeper emotional connections with the brand while setting it apart from competitors.
Gentle Monster’s visually striking spaces also dominate online. The brand consistently leads in image and YouTube search traffic, evidence of its wide appeal among visually oriented consumers and younger, digital-native audiences.
As phygital retail continues to gain traction, eyewear brands are leading the charge with creative and immersive experiences that combine the best of both worlds. For more articles like this on the latest innovations in retail technology, visit the TG3DS Studio website.
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