KRYS x STYLE PTTRNS online eyewear advice to drive customers to store
About Krys
Krys is a leading company in the French optical business, founded in 1966. KRYS Group represents the internationally known retail brands Krys, Vision Plus, Lynx Optique, and Krys Audition with stores in France, Belgium, and Switzerland. The company provides eyewear from the greatest designers, eye and hearing exams, as well as cosmetic services.
“At Krys, you don't just leave with a new accessory; you leave feeling confident in yourself.”
With 6.000 specialists serving in more than 1.000 stores, Krys seeks to make confidence and well-being accessible to everyone.
Krys provides a wide range of glasses on its website. They offer thousands of options for glasses and sunglasses with various designs, sizes, shapes, and colours. Such a vast selection of eyewear, of course, means plenty to choose from for Krys' customers. At the same time, this choice overload makes it difficult for customers to find the right frames only by browsing through the collections on the webshop, page by page, frame by frame.
Although Krys’ e-commerce sales are growing, their main focus is driving customers to their stores. Krys has implemented our AI-powered STYLE PTTRNS eyewear recommender on their website to enhance their online customer journey in a way that drives visitors to one of their stores. STYLE PTTRNS helps customers narrow down their options, get inspired, and discover the frames that look good on them before they get in touch with a professional in person at the optician.
“Working with PTTRNS.ai is a unique chance for us to finally use the supervised computer vision machine learning algorithms the eyewear industry needs. It is a chance for Krys to differentiate from their competitors’ online experience and for our customers to have the assurance to get the super-good-looking glasses they must have. This is the first milestone in one path for the future of eyewear, and I’m sure many more impressive applications will be coming up soon.”
Inspire online to drive customers to store
While STYLE PTTRNS is often applied to increase conversions online, Krys leveraged the digital stylist in the campaign ‘myKrysStyle - Inspiration in 2 minutes’ to create a starting point for customers, helping them find glasses that suit them based on styling principles and personal preferences. Afterwards, the customer can choose to receive an overview of the glasses they selected by mail or get directed to the product detail page.
Krys’ customer journey of eyewear inspiration in four simple steps
Selfie to analysing facial features
When starting the myKrysStyle journey, the customer first takes a photo of their face. The artificial intelligence of STYLE PTTRNS analyses the photo and specifically considers facial features like brow shape, jawline, skin undertone, hair colour, and contrast.
Harmonic recommendations considering facial features
Consequently, the customer receives five recommended frames that best suit their features. The recommendation thus considers not only the customer’s facial features but also the shape, size, and colour of the glasses that have been analysed by artificial intelligence as well.
Explore different eyewear matching customer personality
After trying a few frames using the virtual try-on, the customer is invited to further explore the collection offered by Krys. By playing with two sliders, customers can express and fine-tune their style preference and explore glasses that are more bold (présence), delicate (discrétion), outspoken (expressif), or reserved (classique). This way, customers can navigate the collection and find glasses that match both their personality and facial features.
Receive your favourite glasses by email to buy them in store
Customers can easily find more information about the glasses, like their favourite glasses, and receive an overview by e-mail before going to the nearest Krys optician.
17% of KRYS’ visitors that use the digital stylist leave their email address to receive more information about recommended glasses
Guiding customers to the right glasses has a direct impact on driving customers to store
STYLE PTTRNS has helped Krys’ customers focus on a much smaller selection of glasses while enhancing the customer experience and driving customers to stores. Early usage results show that customers explore about 18 glasses per session and take full advantage of the personal style preference adjustment sliders in order to explore glasses that match their personal preferences.
Although direct online conversions are not the main goal or call-to-action, STYLE PTTRNS promises to increase the online conversion rate by four times in comparison to eyewear e-commerce conversions without a digital stylist solution.
For Krys, over 17% of website visitors that use STYLE PTTRNS via the ‘myKrysStyle - Inspiration in 2 minutes’ campaign share their e-mail address to receive an overview of their favourite glasses after using the recommender. Krys opticians are able to further assist the visitors in-store with their purchase.
“I loved the fact that I could adjust how expressive, delicate, or classical I wanted the glasses to be. It allowed me to explore different eyewear styles and select the ones that fit me best. ”
Data-driven insights and optimisation of the customer experience
Krys is dedicated to further optimising the customer journey and will explore the impact of leading customers—who received STYLE PTTRNS eyewear recommendations—on a reservation tool to make appointments in-store. As indicated by Bernard Lot, e-Commerce Manager at KRYS Group, “While we are already really impressed with the conversion increase in capturing email addresses, we continue to explore meaningful ways to generate value by connecting STYLE PTTRNS directly to shopping online and making it easier for customers to reserve glasses and make appointments at nearby Krys opticians”.
To further optimise the engaging experience, the STYLE PTTRNS digital stylist will start to present the recommended frames in the 3D virtual try-on (VTO) Krys uses in other parts of their e-commerce instead of the 2D VTO that is included in STYLE PTTRNS.
“At Krys, we believe in guiding our customers seamlessly from online inspiration to in-store satisfaction. STYLE PTTRNS does just that, with a great increase in conversion in the short run. In the long run, we are extremely interested in discovering what the data will offer us regarding customer desires.”
The collaboration between Krys and STYLE PTTRNS has just started, showing promising figures with real immediate business impact but also holding the promise of data. Without knowing the specific desires of individual customers after personalised recommendations are given, STYLE PTTRNS does offer a broad set of insights on customer desires and preferred frames on a regional level. As such, it promises to offer buying departments tools to better understand customer behaviour and desires and to manage collections that match Krys’ customers.
Learn more about the STYLE PTTRNS eyewear recommender on our website or book a demo with our platform specialists.