Why was it important to offer not just a try-on, but a try-out?
Try-on is not new. What’s new is the try-out and saying to the consumer, “This pair of glasses is $200 to $300, and they need to perform. Let’s show you what light-adaptive [technology] is. Let’s show you what happens when your glasses fog up. Let’s show you what contrast looks like in different settings and do it where you are, not where we are.”
What role did the pandemic play in your venture into AR?
As soon as COVID-19 hit, people didn’t want to go into malls or sunglasses stores to try on glasses. Who wants to touch something that was just on somebody’s face?
We saw a convergence of our goals in AR: We’re trying to demo our glasses, but we’re also trying to reshape the shopping experience.
What were your marketing objectives?
It was a brand-awareness play. Bollé is an older company that needs a resurgence here in the US. There’s new ownership; it's reinvesting in technology, and it's bringing some cool lenses and frames to market. We wanted to have the digital technology to go with them, to demonstrate the products.
We’ve spoken with a lot of new dealers who haven’t carried Bollé in the past, who are now interested in carrying the brand because of this AR technology. We’re seeing that consumers who visit our site are spending six times longer on it, which we can attribute to the new AR experience.
How are you measuring the results?
We’re measuring time on site, the number of people who opened the [AR experience] and the number of times they shared it. Within two or three days, we engaged hundreds of thousands of people, and we were shocked at the time they spent on it. We had people spending 7 to 13 seconds, which is extraordinary if we can get somebody to stop for that long and try something out.
What have you learned about AR’s role in marketing?
When you think about marketing in general and social media specifically, it’s about being useful, relevant and lightly branded. That’s what AR can do.