(PRESS RELEASE) EINDHOVEN – Hans Anders and PTTRNS.ai are introducing a new online application in the optics market for the first time, which uses a self-learning algorithm to enable personal online glasses advice based on facial feature analysis. The advanced AI tool STYLE PTTRNS, developed by the Dutch startup PTTRNS.ai, will be launched on the Dutch market by Hans Anders on July 15th.
Research online, in-store buying
To help customers choose the perfect glasses, Hans Anders integrates the innovative application on his website as part of the overall customer experience. Bram Bruijns, Director Digital & Innovation at Hans Anders, points out that this is a logical step for Hans Anders to improve the user experience: “If you enter an eyewear store and nobody helps you, there is a great chance that you will do it will be inclined to go. This also applies to an online visit. The ROPO (Research Online, Purchase Offline) effect of our website is strong, but we also see that people orientate themselves online and in the end do not act visibly. In order to create an optimal user experience, we also want to offer our customers some of the advice in our stores online and thus help them better orientate themselves. ”According to Bruijns, this is part of Hans Anders’s omnichannel strategy, which the customer journey to the Put first and provide customer value whenever the customer needs help and advice, both online and in-store physically.
All-round experience: from facial analysis to advice in the store
The online glasses consultation is part of the overall experience for the customer at Hans Anders. The recommendation process begins with a facial analysis: a scan of the face using a smartphone or computer camera. At this point, the application collects 17 facial features and 24 eyeglass data points, including jawline, skin undertone, and eyebrow shape.
Based on the extracted information and the style analysis of PTTRNS systems of more than 3,500 frames, a first selection of the ten most suitable frames is presented by Hans Anders. Bruijns: “With our virtual try-on solution, the customer can then easily see the condition of the glasses, assess them and choose their favorites. These frames can be quickly and easily delivered to a nearby store. The customer can try on the frames and do a detailed eye test for the correct lenses. It therefore also has advantages for our colleagues in the branches, because if a set of preferred versions is already available there, this leads to a simpler selection process and faster conversion. “
Combination of human and algorithm
The application combines the best of 2 worlds. “Hans Anders has almost 40 years of experience in optics. Our service and our expertise have great added value for customers. That is why the knowledge of our specialists in the branches was the starting point for developing the algorithm, ”says Bruijns. “Our opticians helped train the system. With the introduction we will see how the behavior of the users makes the algorithm smarter. This is of course interesting for us because the tool is getting better and better and because this input is valuable for the training programs of our specialists. So the development of humans and algorithms go hand in hand. “
Increased conversions, fewer returns and increased customer loyalty
Jelle Stienstra, Digital Strategy Director at PTTRNS.ai, is enthusiastic about the collaboration. In his opinion, the use of hyper-personalization will take online marketing at Hans Anders to the next level: “It requires a company and its customers to know their style profile and how these customers experience products in order to fit together. The use of the personalization platform PTTRNS has already proven itself in the perfume trade, for example. We are also aiming for an increase in conversions by 10%, fewer returns and an increase in customer loyalty by 20% for the eyewear industry. ”PTTRNS.ai will present the STYLE PTTRNS at the next Silmo Show in Paris.