Digital Platform Strategy - Bailey Nelson

Bailey Nelson, also known as Ban Buckle Eyewear Limited, is a global optical retailer with locations in Canada, the UK, Australia, and New Zealand. It is an Australian privately held company that sells eyeglasses and contact lenses primarily through an online retail platform. Nelson sells the majority of its goods online, though it does have a physical location in Sydney, Australia, and one is planned for Canada by the end of 2019. The company offers optical services, including contact lens fittings, testing, eyewear sales, and the sale of glasses. These services will start using Blue Light filters in January 2019 and charge extra for the glasses.

Over a hundred offices of the company exist in Canada, the UK, Australia, and New Zealand. Nick Perry and Peter Winkle founded it in the Sydney area in 2012. The company concept was introduced with $80,000. None of the company's banks provided any support or funding for the business's launch. It was first started to go for the new concept for the customers before ten years due to the fact that there aren't many concepts for these sunglasses, eyeglasses, or contact lenses.

The company's main idea was to launch something with innovative technical integration (Bottani and Vignali 2019). It was done to improve the experience for people who wear sunglasses or contact lenses. The report's foundation is an investigation into Bailey Nelson's use of a digital platform or other technology to pursue integration into eyeglasses or contact lenses. In this regard, a review of the current digital technology that the company employs to improve its products and services will be done.

On the other hand, it will also be analysed how the competitors plan to outcompete them. The report or paper concludes with recommendations for lowering the risk connected to the digital platform while monitoring the success of the integration of digital technology.

Digital Platforms of Bailey Nelson - Augmented Reality AR and 3D Visualization

The company has partnered with an end-to-end 3D platform and augmented reality AR to implement a virtual try-on for a solution (Cabero-Almenara et al., 2019). No consequences would result if a company offered a higher price. The company, on the other hand, chose disruption and seems to favour designer goods that are delivered in good shape and at reasonable costs. Early in 2021, the company began operating in Australia and offering an online try-on service for eyeglasses items. Nevertheless, unfair pricing and deceptive advertising accounted for the majority of complaints made to the Consumer Affairs authority.

The trial relied on the online sales conversion to increase by the greatest proportion due to the availability of the technology through the digital platform in order to choose the virtual try-on solution, which suggests the iPhone and iPad. Any time technology is incorporated into a good or service, consumer confidence in purchases could increase globally. Utilizing the full potential of the business, the objective is to give customers as many opportunities as possible to try products and services so they can assess both.

In light of this, the company decided to focus on creating the strategies that will make them stand out from their rivals in the crowded e-commerce market in 2020. The corporate decision to move forward with the virtual trial was the first step for many generations of Apple iPhone users. The COVID-19 lock down, which limited mobility, served as the inspiration for the concept (Sahin and Yilmaz 2020). The strategy used to increase product sales included the introduction of a fresh idea that could increase both revenue and the number of customers.

Reasons to choose digital platforms

The digital platform's recommendation to use end-to-end 3D and augmented reality for the virtual drive for individuals or potential customers was primarily motivated by the social media online platform. In the era of technology, it is not feasible to serve customers while running an in-store business (Skorokhodov et al., 2018). In order for customers to provide feedback and share questions about their needs and wants.

the introduction of a concept that can meet customer demands and expectations while taking into consideration the situation during COVID-19 As a result, a business decided that the best course of action was to provide prospective customers with a virtual try-on experience for eyewear, including sunglasses and contact lenses. It is essential to incorporate ideas that can influence customers, make it simple for them to find products, and help them make wise decisions.

Thanks to the incorporation of augmented reality and 3D, users of consumers now have a platform where they can visit for the trial of contact lenses and sunglasses to choose from (Yim et al., 2017). Consequently, the primary objective was to develop a digital platform for consumers and potential clients so they could try it out without any hesitation before placing their orders. They would be able to judge what would look good on them and what was necessary by using technology to try out the lenses and sunglasses.

Ways through which Bailey Nelson implemented digital strategy

The business made the decision to proceed with the integration of augmented reality (AR) in an Apple iOS system camera. As a result, the company decided to add augmented reality to the iPhone and iPad in order to allow users to purchase sunglasses or contact lenses virtually.

  • 3D images and augmented reality are installed on or enabled for the iPhone or iPad camera. As a result, the programme will recognise the user's vision when the user approaches the device and looks into the camera thanks to the technology.
  • The user can understand the 3D image while choosing between contact lenses and sunglasses (Bistaman et al., 2018)
  • Users of augmented reality don't need specialised gear like goggles or headsets to check their contact lenses or sunglasses, in contrast to earlier virtual reality VR technologies. An iPhone or iPad with a camera is necessary for augmented reality to work and provide users with access to the features and experience of a particular product.

Success Area of the Business - Bailey Nelson

In order to provide potential customers with better results and hasten the launch of the virtual try-on, the company is one of the online retailers that offers virtual try-ons right away. The company must move the digital platform in this direction in order to make augmented reality and 3D visuals available to users in Apple iOS. Since the company introduced the virtual try-on, more customers and potential customers are choosing to test eyewear and contact lenses using digital technology by making purchases online from the company (Siriwardhana et al., 2021). When utilising the virtual try-on, it is crucial to describe to users the features and experience of a particular product.

As a result, the company's sales volume has increased by 600%. In 2021, the company made the decision to launch the idea on a digital platform. The company operates an online store where it sells eyewear, contact lenses, and test products. The use of virtual try-ons by businesses for their clients is in contrast (del Cerro Velázquez and Morales Méndez 2019). As a result, the move was a huge success, increasing sales volume by 400 to 600 percent, and it represented a significant advancement for the company's plans to pursue online sales.

The retailer is employing platter, an Australian-based augmented reality and 3D visualisation platform. Every person is using the internet platform to try out the eyewear items. There has reportedly been an improvement in the experiences of customers in Canada and Australia, where there is a significant volume of sales and interest in the availability of the visual trial try on a digital platform.

In addition, more customers are using virtual try-ons in the UK and New Zealand. Following 3D visualisation, the businesses use the plates for virtual fittings. As part of the video production process, it also uses Apple's face recognition technology. The best service and quality were the driving forces behind Apple's choice. Apple was therefore told to submit its truedepth face recognition technology and use the visual or virtual try-on option.

The first digital platform has been successfully incorporated into society and is growing in popularity. After going on a virtual date, the significance of purchasing sunglasses and contact lenses has changed in their lives. One retailer, Bailey Nelson, has made the decision to use a digital platform, and they have generally been successful doing so. It is important to realise that a company will be more successful if it has a variety of options and takes into account its rivals globally, not just in a specific market.

References

Bistaman, I.N.M., Idrus, S.Z.S. and Abd Rashid, S., 2018, June. The use of augmented reality technology for primary school education in Perlis, Malaysia. In Journal of Physics: Conference Series (Vol. 1019, No. 1, p. 012064). IOP Publishing.

Bottani, E. and Vignali, G., 2019. Augmented reality technology in the manufacturing industry: A review of the last decade. Iise Transactions, 51(3), pp.284-310.

Cabero-Almenara, J., Fernández-Batanero, J.M. and Barroso-Osuna, J., 2019. Adoption of augmented reality technology by university students. Heliyon, 5(5), p.e01597.

Chen, Y., Wang, Q., Chen, H., Song, X., Tang, H. and Tian, M., 2019, June. An overview of augmented reality technology. In Journal of Physics: Conference Series (Vol. 1237, No. 2, p. 022082). IOP Publishing.

del Cerro Velázquez, F. and Morales Méndez, G., 2018. Augmented reality and mobile devices: A binominal methodological resource for inclusive education (SDG 4). An example in secondary education. Sustainability, 10(10), p.3446.

Jain, N., Youngblood, P., Hasel, M. and Srivastava, S., 2017. An augmented reality tool for learning spatial anatomy on mobile devices. Clinical Anatomy, 30(6), pp.736-741.

Sahin, D. and Yilmaz, R.M., 2020. The effect of Augmented Reality Technology on middle school students' achievements and attitudes towards science education. Computers & Education, 144, p.103710.

Siriwardhana, Y., Porambage, P., Liyanage, M. and Ylianttila, M., 2021. A survey on mobile augmented reality with 5G mobile edge computing: architectures, applications, and technical aspects. IEEE Communications Surveys & Tutorials, 23(2), pp.1160-1192.

Skorokhodov, D., Seliverstov, Y., Seliverstov, S., Burov, I., Vydrina, E., Podoprigora, N., Shatalova, N., Chigur, V. and Cheremisina, A., 2018, November. Using augmented reality technology to improve the quality of transport services. In International Conference on Convergent Cognitive Information Technologies (pp. 339-348). Springer, Cham.

Yim, M.Y.C., Chu, S.C. and Sauer, P.L., 2017. Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective. Journal of Interactive Marketing, 39(1), pp.89-103.