Upcoming app creates a virtual rendering of users' faces and an augmented reality experience for spectacle-shopping.

Jonathan Coon, co-founder and CEO of 1-800 Contacts and its spin-off site Glasses.com wants to elevate online shopping beyond what he sees as an antiquated system:

Online shopping today is just a digital version of the Sears catalog from 100 years ago. The days of putting a photo of a product up on a white background with a price are over.

Although you can view glasses online, you won't know what they look like on until you receive them. Such is the case with all online shopping, you still need a fitting room, even though it is in your house. Coon wants to remove the fitting room altogether, with the forthcoming app, Glasses.com 3D Fit, which allows for an augmented reality shopping experience using 3D technology to virtually fit glasses on a customer's face.

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