Japanese eyewear retailer Oh My Glasses is famous for providing sophisticated and fashionable glasses. With eight stores across six cities, the brand prides itself on exceptional customer service. Because as anyone who wears glasses knows, picking the right frame is a big decision.
So, when the business was forced to reduce store opening times due to social distancing restrictions, the marketing team had to think on their feet. They needed to come up with a new way to engage with customers, whilst still delivering an incredible service.
Oh My Glasses decided to offer frame-fitting consultations via Zoom, adding a welcome human component to its ecommerce site. Customers can now head to the online store, and with the help of a trained team member, select five frames they like based on face shape, style preference and colour. Next, these five frames are posted to the customer, where they can try the glasses on at home free of charge. After five days, customers return the frames, with no commitment to purchase.
Oh My Glasses marketing manager, Yosuke Watanabe, said that the new initiative is already generating a great response from customers.
“Our customers can enjoy a professional fitting consultation, helping them find the right glasses,” Watanabe said. “What's nice is that they can now choose from over 7000 glasses that we feature online, rather than being restricted to what's in a single store. More choice is really appealing.”
The service is also giving people who are trapped at home something fun to do when they can’t go shopping.
“People are stuck inside, so our service helps them engage with someone and hopefully get some awesome new glasses,” he said. “They enjoy the process.”
Not only is the new service benefiting customers, but it also benefits team members who would otherwise not be working.
“Our employees get to work. They provide the same service as they would in store, just on a video call instead,” Watanabe said.
The new video frame-fitting service is still in its infancy, but Yosuke is delighted with how well it’s been received.
“It’s still early days, but we will consider keeping the service going when store opening restrictions are lifted,” he said.
He revealed there was initial uncertainty around launching the Zoom-based service, as some stakeholders in the business felt as though they weren’t ready.
“What we’ve learnt is that nothing is perfect,” Watanabe said. “In this new world, you just have to get out there and try things. Your customers will understand it probably won’t be exactly right. And that’s okay. At least you’re trying to help them.”
Check out Oh My Glasses’ extensive range of eyewear by visiting its online store.