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Inside Bailey Nelson’s exploration of virtual tech

Australian eyewear brand Bailey Nelson is reaping the rewards of augmented reality (AR) technology following the successful launch of virtual try-ons, which have driven online sales conversion growth by over 400 per cent this year.  After being forced to shut 80 stores globally during the first wave of Covid last year, the business invested heavily in e-commerce and technology to keep sales ticking over.  “E-commerce became a critical component of our business model,” James Kerridg