Behind the Numbers: Reimagining Retail – "No Store? No Problem. DTC Tricks for Selling the Unseen with Eyebuydirect's CEO"

Release Date: June 11, 2025

In this insightful episode of EMARKETER’s podcast, Behind the Numbers: Reimagining Retail, host Sara Lebo engages in a compelling discussion with Sky Canavez, an EMARKETER analyst, and Sunny Jiang, CEO and President of iBuyDirect. The conversation delves into the dynamics of Direct-to-Consumer (DTC) strategies in the eyewear industry, exploring how iBuyDirect successfully navigates the challenges of selling eyewear without brick-and-mortar stores.

1. Introduction to iBuyDirect and the Guests

Sara Lebo opens the episode by introducing the guests, highlighting their shared passion for eyewear. Sunny Jiang provides a brief overview of his extensive experience with iBuyDirect, emphasizing the company’s mission to deliver diverse, high-quality, and affordable eyeglasses and sunglasses to consumers across the U.S., Canada, Europe, and Australia.

Sunny Jiang (01:39):
"At iBuyDirect, we are on a mission to provide exceptional eyewear experiences from a diverse range of quality and fairly priced eyeglasses."

2. Understanding Consumer Priorities in Eyewear Purchases

The discussion transitions to what consumers prioritize when purchasing glasses. Both Sunny and Sky highlight that consumers seek value, quality, and style. They emphasize that eyewear is a high-consideration purchase, balancing affordability with the need for durable and fashionable frames.

Sky Canavez (03:07):
"Consumers value price, quality, and style. They want eyewear that lasts and complements their appearance, making it a frequent yet thoughtful purchase."

3. The DTC Model and Online Consumer Conversion

Sara raises a critical point about the challenge of converting online shoppers without the ability to physically try on glasses—a common reason consumers prefer in-store purchases. Sunny explains how iBuyDirect leverages the DTC model’s agility and efficiency to optimize the online shopping experience continuously.

Sara Lebo (03:58):
"How does iBuyDirect get consumers to convert without being able to see the glasses in real life?"

Sunny Jiang (04:27):
"Our digital model allows us to be agile—quickly executing ideas, analyzing what works, and optimizing the shopping experience consistently."

4. Virtual Try-On Technology

To address the challenge of online conversion, Sunny introduces iBuyDirect’s virtual try-on feature. This innovative tool uses AI and AR to allow customers to virtually wear different frames, enhancing their confidence in their purchase decisions.

Sunny Jiang (05:51):
"Our virtual try-on software detects your motion, recognizes your face, and places the frames on your face, adjusting in real-time as you move."

Sara Lebo (07:00):
"Virtual try-on can significantly boost conversion rates—20% of users engage with it, and their conversion rate is double that of non-users."

5. AI Integration in iBuyDirect

Sunny elaborates on iBuyDirect’s commitment to integrating AI into their operations. From virtual try-ons to a recent prescription scanner feature, AI is pivotal in enhancing customer experience and streamlining processes.

Sunny Jiang (11:52):
"We set up an AI committee that has led over 70% of our AI-oriented projects in the past two years, including our prescription scanner which automatically translates handwritten prescriptions into digital forms."

Sara Lebo (13:35):
"That’s pretty cool. I have astigmatism in both eyes, so having a tool that simplifies entering my prescription must be a game-changer."

6. Managing a Wide SKU Range and Personalization

With over 4,000 frame styles and hundreds of lens options, iBuyDirect faces the challenge of helping customers navigate their extensive catalog. Sunny and Sky discuss how AI-driven personalization aids in narrowing down choices based on customer history and preferences.

Sky Canavez (15:26):
"Using AI to analyze customer history allows us to tailor recommendations, making it easier for consumers to find what suits them best among thousands of options."

7. Re-engaging Customers and Insurance Integration

The conversation shifts to customer retention strategies, especially for those who purchase eyewear infrequently. Sunny highlights initiatives to integrate insurance providers, simplifying the reimbursement process and encouraging repeat business.

Sunny Jiang (18:03):
"We are actively working to incorporate insurance providers, allowing customers to use their insurance seamlessly on our platform."

Sky Canavez (18:45):
"Brands should make it easy to submit insurance information and ensure their product catalogs align with HSA/FSA rules to maximize customer spending."

8. Impact of Tariffs and Economic Factors

Addressing broader economic concerns, Sunny discusses how iBuyDirect adapts to tariffs and economic uncertainties by emphasizing value and maintaining affordable pricing without compromising quality.

Sunny Jiang (20:13):
"Under economic uncertainties, emphasizing value helps us stay aligned with our mission to make high-quality eyewear accessible."

Sky Canavez (21:34):
"In turbulent times, consumers seek value and savings, creating opportunities for brands that offer competitively priced, quality products."

9. Final Thoughts and Future Directions

As the episode wraps up, Sunny reflects on the balance between offering a wide range of affordable options and maintaining quality, ensuring that iBuyDirect meets diverse consumer needs even amidst economic shifts.

Sara Lebo (22:07):
"Consumers might start exploring even cheaper options, pushing brands to continually innovate and offer better value."

Sunny Jiang (22:34):
"Thank you for having me. It's my pleasure to share our journey and insights."

Conclusion

This episode of Behind the Numbers provides a comprehensive look into how iBuyDirect leverages DTC strategies, AI technologies, and customer-centric approaches to thrive in the competitive eyewear market. From virtual try-ons to AI-driven personalization and insurance integration, iBuyDirect exemplifies how digital-first companies can effectively convert and retain customers without the traditional storefront.

Notable Quotes:

• Sunny Jiang (04:27):
  "Our digital model allows us to be agile—quickly executing ideas, analyzing what works, and optimizing the shopping experience consistently."

• Sara Lebo (05:51):
  "Virtual try-on can significantly boost conversion rates—20% of users engage with it, and their conversion rate is double that of non-users."

• Sunny Jiang (11:52):
  "We set up an AI committee that has led over 70% of our AI-oriented projects in the past two years, including our prescription scanner which automatically translates handwritten prescriptions into digital forms."

• Sky Canavez (15:26):
  "Using AI to analyze customer history allows us to tailor recommendations, making it easier for consumers to find what suits them best among thousands of options."

• Sunny Jiang (20:13):
  "Under economic uncertainties, emphasizing value helps us stay aligned with our mission to make high-quality eyewear accessible."

Stay tuned to Behind the Numbers for more episodes that dissect critical trends and strategies shaping the digital media and retail landscapes.