Glasses Direct picks up prize for 3D website tool

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.