Globally, the eyewear market is seeing some of the most marked growth. According to eyewear industry reports from Grand View Research, its total value in 2023 was estimated to be more than $183 billion. From 2024 to 2030, this is only expected to rise thanks to a compound annual growth rate (CAGR) of roughly 8.3%. One of the biggest drivers behind this success is the establishment of online distribution channels. Nowadays, more shoppers are comfortable making their eyewear transactions online because most retailers have adopted digital platforms that are arguably more convenient and engaging than their brick-and-mortar counterparts.
Among the ways that online eyewear retailers achieve this is through gamification. This works because brands today understand that consumers want more than just a bland listing of offerings. Rather, they want their online shopping endeavors to be experiential activities that not only let them enjoy their customer journey but also help them better understand what a brand is all about. With this in mind, here are a few prime examples of how the eyewear industry has turned successfully to gamification.
Mixed reality shopping
VR and AR are undoubtedly among the most promising innovations that grace the eyewear space. As seen in leading retailer Sunglass Hut, this tech is typically enabled to create better shopping opportunities. For starters, AR is used on their website to allow shoppers to try on glasses online. Using their preferred smart device, customers can choose and then “try on” different models, ranging from brands like Ray-Ban, Michael Kors, and Versace. Since this uses AR to accurately project the eyewear onto the user’s face in real-time, it allows them to see how these pairs look on them with the right coloration and scale. This has helped improve customer satisfaction and sales by elevating the shopping process.
Given this efficacy, Sunglass Hut has taken its use of mixed reality a step further via a gamified shopping outlet. Called the Sunglass Hut Utopia, the VR eyewear store featured exclusive models from a variety of high-end labels. As part of the experience, the store also encouraged shoppers to hunt and collect six products displayed in the online space for a special prize. Through these VR executions, consumers have been able to associate eyewear shopping with a more exciting and dynamic customer journey.
Promotional online experiences
Considering that the online commerce landscape is extremely competitive, eyewear companies are also making use of gamification to stand out and improve brand recall and reputation. For example, we can take a look at LensCrafters, which is known for its digital and physical retail outlets. Over the last few years, they’ve used gamified experiences to carve their standing as a contemporary eye care expert who can provide awareness, as well as solutions.
Since 2023, they’ve done this through their promotional gaming experience called Eye Odyssey. Hosted on the Roblox platform, this game is already in its second season, with approximately more than 300,000 users. Here, players can participate in a variety of mini-games alongside the character called Blinky. Through these levels, players are tasked with helping overcome different ocular issues. As a callback to their retail offerings, the game also featured special edition digital vision and fashion accessories that players can claim at the end of the season. The goal of this LensCrafters effort is to help raise a better understanding of eye care habits while also cementing themselves as a primary resource for such expertise.
Metaverse immersion
As more people gravitate to online channels for both work and play, many brands have invested in dedicated digital spheres wherein they can tap more consumers. In light of this, the metaverse is fast becoming a hotspot for those who want to find more ways to interact online. Like we explained in a previous article about emerging tech trends, the metaverse is unlike any other because it blends virtual and physical aspects for maximum social immersion. For companies, this provides them with a unique way to build communities while also strengthening their branding.
In the eyewear industry, one brand that has successfully entered the metaverse is Oakley. A performance brand, Oakley is known for its legacy of cutting-edge technologies, including creating its own materials and lens coatings. In celebration of this, the brand released Project 2075. Designed to be an interactive storytelling medium, the project allowed visitors to walk through Oakley’s storied history virtually, seeing its milestones, background, and products. As a means of navigation that also doubles as a way to keep users interested, players had to complete themed mini-games before moving on to the next story point. Players were also encouraged to find collectibles that represented the brand’s vast offerings. Through this crafty metaverse creation, users were able to better appreciate the brand and its products without feeling like the promotions were too hardsell.
