March 31, 2010, 12:00 AM

How EyeBuyDirect focuses on the merchandise customers really want

The web-only eyewear retailer invites customer comments on every page of It’s been surprised by some of the feedback.


The web-only eyewear retailer invites customer comments on every page of It’s been surprised by some of the feedback, CEO Roy Hessel says.

EyeBuyDirect is using a customer-feedback application from Kampyle Ltd. that the retailer identifies on each page with a bottom-left corner ribbon labeled “Feedback.” Clicking on the ribbon produces a pop-up window that lets shoppers rate their overall shopping experience on the site and click into subcategories to enter comments on product categories.

Rimless lenses provided one of the surprises. After EyeBuyDirect noticed a lower than expected conversion rate for shoppers arriving from Google searches for rimless lenses, it compiled feedback from Kampyle that showed many shoppers were looking for the rimless frame style for progressive or multi-focus lenses popular with older, Baby Boomer consumers.

“We hadn’t expected there to be high demand among older consumers for rimless lenses, even though Baby Boomers are among my main customers,” Hessel says. Getting such direct feedback has helped the retailer better prepare its inventory as well as its merchandising and marketing campaigns to improve conversion rates. “We had a meeting with our merchandising team and changed the models on our banner displays to include more middle-aged people,” Hessel says.

The feedback form provides another way to interact with consumers besides EyeBuyDirect’s community wall feature, which lets shoppers upload photos of themselves, insert an eyeglass frame from the retailer’s stock and invite comments from other community participants. “The wall is limited to those who want to be exposed and take the time to be part of the community,” Hessel says.



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