If you were to merely skim headlines or social media posts, it would be easy to think that the digital transformation has already entirely transferred our lives online. However, there is still much to be done to upgrade legacy systems and finish the digital transition; many sectors and industries have only just begun to scratch the surface.
Take eyeglasses as an illustration. Only 14% of consumers now purchase eyeglasses online, leaving the optical industry a virtual digital wasteland, according to Zenni Optical Chief Technology Officer David Ting in the Commerce Voice series produced in collaboration with Checkout.com.
“I think Amazon handled it properly. We’re in a client session. According to Ting, the key to raising customer happiness is to remove barriers to intangibles like trust while promoting seamlessness at every level. If you look at the success of eCommerce, it really boils down to the convenience factor.
The typical behavior of an in-office visit to an optometrist must not only be replicated but also improved upon by online markets like Zenni since buying glasses may occasionally be as private and personal a decision as buying apparel.
He pointed out the difficulty Zenni confronts in transferring that feeling into the eCommerce space, where adoption rates are still in the low teens, despite the fact that the “old system” is inconvenient in that people are familiar with and trust it.
When you consider [that 14% number], you could think, “Wait a minute. That digital disruption hasn’t happened, therefore something must be broken,'” Ting said. “If you dig a bit further, you realize because the trust is still lacking,”
One way technology fosters trust and promotes industry growth is by assuring customers that aspects like material, weight, fit, and aesthetics can be handled online.
