It would be simple to believe that the digital transformation has already completely moved our lives online if you were to only glance at headlines or social media posts. However, many sectors and industries have only just begun to scratch the surface; there is still much to be done to update older systems and complete the digital transformation.
Consider spectacles as an example. In the Commerce Voice series created in partnership with Checkout.com, Zenni Optical Chief Technology Officer David Ting stated that just 14% of consumers presently buy eyeglasses online, making the optical business a virtual digital wasteland.
“I believe Amazon did it correctly. It is a client session. If you examine the success of eCommerce, it really comes down to the convenience aspect, according to Ting, who also noted that the key to increasing consumer satisfaction is to remove obstacles to intangibles like trust while fostering seamlessness at every stage.
Online marketplaces like Zenni must not only replicate the traditional behavior of an in-office visit to an optometrist but also enhance it because purchasing glasses may occasionally be as intimate and personal a decision as purchasing clothing.
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.
