Online eyewear retailer Glasses Direct has won the prize of Outstanding Digital Experience at the Retail Week Customer Experience Awards.
The award, for its 3D virtual try-on service Ditto, saw Glasses Direct beat off competition from shortlisted companies including Sainbury's, Thomas Cook, Schuh and Made.com to secure the prize.
Ditto lets customers use their webcams to create a ‘virtual’ self and ‘try on’ glasses before buying and identified more than 900 unique points on a face, the company said. Once a shopper has created a ‘Ditto’ once, they can see them on their own face every time they view a pair of glasses on Glasses Direct.
In a Glasses Direct survey of 818 regular spectacle wearers conducted this year, the company said 71 per cent who said they would not buy glasses online gave ‘I like to try on glasses’ as the reason.
Glasses Direct Group chief marketing officer Sven Ripper said: ‘We are thrilled to win this award, as it is recognition for our unstinting customer focus.
‘We are not just committed to continued innovation to improve the online experience, we are committed to changing the way people buy glasses vis-a-vis the high street by providing the best value for money and customer experience possible.’