Top E-Commerce Trends Shaping Eye Health

August 2023

The COVID-19 pandemic brought consumers online more than ever before, and, as a result, retailers have ramped up their efforts to appeal to consumers. Nevertheless, e-commerce growth has slowed from high double digits in 2020 to single-digit growth. Retailers and brands therefore have to get savvier and think about where their customers are going to be searching for their products.

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Top four e-commerce trends in eye health

O2O (online-to-offline) commerce is transforming the eyewear game

Having an omnichannel presence is essential for eye health businesses to succeed. Online-to-offline (O2O) commerce reflects this model, which is to create an environment where both the physical stores and the online channels complement each other. O2O strategies in the eye health industry include placing orders online in store, drive to store, channel mixing, virtual reality (VR) and artificial intelligence (AI).

Embracing social media is no longer optional, as brands need to reach younger consumers

Social media is an easy way to get seen by new consumers in eye health. Social media platforms have established unparalleled consumer reach compared to other offline and online channels. These platforms have become an attractive space for companies and brands to connect with and influence consumers.

Last minute strategies are in focus in eyewear

As consumers come to expect ever faster delivery, more e-commerce brands are pushing to improve their last mile strategies and offer rapid same-day shipment. Where same-day delivery is not available, there are other strategies, such as offering a variety of delivery options, including free shipping, next day delivery and weekend delivery.

Remote consultations to rewrite the system of contact lens patient care

The way optical practices manage their patients has evolved, boosted by the COVID-19 pandemic, through going remote online or through apps. The system is not only convenient for patients, but can also be useful to assist in increasing appointment capacity, reducing drop-outs and improving the quality of the conversation, where patients can often feel able to be more honest.

Top four e-commerce trends in eye health
Baby Boomers and Millennials are the mainstays
Eyes are also on Gen Z and Gen Alpha
COVID-19 accelerated growth in e-commerce in eye health
Current drivers of e-commerce growth in eye health
Omnichannel is the way of the future for eye health
Top e-commerce trends shaping the eye health industry
Online-to-offline O2O commerce shifting the eye health game
Key trends shaping online-to-offline O2O commerce strategies in eye health
1. Placing orders online while in-store
Rounz launches “zero-contact” retail store in South Korea, with integrated O2O shopping
2. Drive to store: App purchases to include store incentives
Indonesian brand Saturdays pushes O2O experience with new mobile app and modern café
Optical good store Eyewa partners with Entertainer app in Dubai to offer exclusive deals
3. Phygital reality: The need for a seamless transition from online-to-offline and vice versa
Dubai-based Eyewa enters into physical retail space with 50 stores in two years across GCC
4. VR and AI strategies: VR to become mainstream for younger cohorts in eye health
4. VR and AI strategies: Privacy challenges facing VR tools in eye health
VR store Sunglasses Hut Utopia is created by EssilorLuxottica for summer 2022 campaign
Dutch tech firm creates AI digital stylist tool for a personal shopping experience
Considerations for business
Embracing social media no longer optional for eyewear brands
Not building a brand on social media hinders potential customers from finding you
Younger consumers continue to drive digital shift
Bausch & Lomb launches #LUMIFYEyeDance TikTok challenge in the US
Alcon teams up with Venus Williams for the launch of Systane Complete eyedrops in the US
Optical retailer Zenni uses influencer marketing to support smooth digital transformation
Considerations for business
Last mile strategies are in focus in eye health
Visionary Holdings partners with Uber Eats to deliver contact lenses in Japan
UAE-based optical retailer Eyewa partners with online flowers delivery platform Floward
Considerations for business
Trend 4: Remote consultations
German optical group Zeiss launches vision screening app as first part of consumer journey
Dutch tech company Easee launches world’s first digital eye test platform
Considerations for business
What will it take to win?
Key takeaways

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