US retail chain Walmart is using augmented and virtual reality to help customers shop for eyewear.

Using its Optical Virtual Try-On, customers will be able to try on frames virtually and purchase prescription eyewear online through the Walmart app or directly on the web.

“As a company, our commitment is to provide our customers with a shopping experience that exceeds expectations, one that is easy, engaging and personalised,” said Tom Ward, chief ecommerce officer at Walmart. “With our latest addition, we are offering our customers yet another dimension of choice, meeting them exactly where they are in their shopping journey. This is a testament to our continuous efforts to redefine and elevate the shopping experience.”

While the concept of virtual try-on is not new, Walmart is using 3D data and algorithms to create a digital twin of eyewear frames, resulting in a more realistic virtual try-on experience.

To try-on more than 750 trend-focused eyewear options on the web or in the Walmart app, users simply click on the “Try them on” flag in the main image on the product page. They then allow a facial scan and view the glasses as if they were wearing them looking in the mirror. Next, they can customise the lenses that work best, upload a valid prescription, and allow a scan to capture pupillary distance measurements and add the customised glasses to their cart.

Walmart has trained opticians in its Vision centres across the USA so they are ready to help answer questions throughout the process. Once they receive their online shipment, shoppers can visit their local Walmart Vision centre and work with an optician to get any finishing touches.

“As a trusted health and wellness destination for over 33 years, we are dedicated to expanding our assortment and services to ensure we’re meeting our customers’ evolving needs to live better and healthier lives,” said David Reitnauer, optical vice president at Walmart (corporate.walmart.com). “We continue to focus on improving access and convenience for our customers by allowing them to shop how and where they want. With the launch of Optical Virtual Try-On and online prescription eyewear shopping, we are taking the next step to help customers see better to live better.”