Businesses can choose to ignore the digital revolution at their own peril. Not so Alejandro Betancourt López, who has long demonstrated a knack for incorporating technology into his business ventures. His Hawkers Sunglasses brand is a prime example of this foresight, with a bold foray into digital retail, leveraging Amazon’s Virtual Try-On service. This technology aims to revolutionize how customers purchase sunglasses online. VTO service offers a more immersive shopping experience and also aligns with Betancourt López’s vision of expanding Hawkers through technology-driven retail solutions.

In partnership with Amazon, Hawkers joined a curated list of brands offering VTO on Amazon UK. This tool allows users to virtually try on sunglasses by using their smartphone cameras to visualize how various styles fit their faces. This technological leap eliminates much of the guesswork associated with online shopping, where consumers often face uncertainty about how a product will look in real life. For a fashion accessory as personal as sunglasses, the VTO service gives users the confidence to make informed decisions without physically trying on multiple pairs.

Alejandro Betancourt López understands how this integration offers a distinct advantage, especially given the growing reliance on e-commerce. While traditional try-ons are limited to in-store experiences, the VTO service democratizes this access, allowing users anywhere to explore Hawkers' product range interactively. This feature also taps into the preferences of Hawkers’ core demographic — young, tech-savvy customers who value both convenience and style.

Couple this with Alejandro Betancourt López’s long-standing penchant for thinking outside the digital box by using social media, influencers, and bold-name partnerships, and you have a recipe for success.

”It was cool, it was fresh, and we were doing something different than anybody else at the time, which is online social, or social media marketing,” he says. “And that approach totally disrupted the market in the way we penetrated the market. And I think that that innovation has built a huge brand that is today Hawkers.”

Alejandro Betancourt López sees the partnership with Amazon as a natural extension of Hawkers' digital-first identity. Hawkers has historically thrived on direct-to-consumer sales through social media platforms and its website, but the partnership with Amazon adds another dimension to its online presence. The combination of Amazon’s logistical infrastructure and Hawkers’ strong brand appeal creates a powerful synergy, opening up new growth opportunities in markets where Hawkers’ presence might still be developing.

Enhancing Engagement With Digital Retail

Betancourt López's emphasis on digital innovation extends beyond the surface appeal of trendy eyewear. The integration with Amazon's VTO feature aligns with his broader strategy of building a dynamic, digital-first brand. By incorporating augmented reality, Hawkers provides a more interactive and engaging shopping experience, one that mirrors in-store benefits while catering to the rising demand for online accessibility.

One of the most significant advantages of virtual try-on technology is its capacity to reduce returns and increase customer satisfaction. For online shoppers, purchasing products without the ability to see how they look when worn can lead to buyer’s remorse. Alejandro Betancourt López recognized that reducing return rates indicate that customers are having better shopping experiences, and they also benefit the company by minimizing the logistical costs associated with returned items.

Hawkers' commitment to affordability remains a core part of its brand identity, and the VTO technology complements this by giving customers confidence that their purchase will suit their preferences. Customers can feel assured that their chosen product will meet their expectations, fostering a stronger connection with the brand.

Merging Digital Innovation With Sustainability Goals

While the VTO service is primarily about enhancing customer interaction, Alejandro Betancourt López also understands its environmental implications. By reducing the need for excessive inventory and returns, the technology supports more sustainable retail practices. Fewer returns mean lower transportation emissions, less packaging waste, and a reduced environmental footprint — all elements that align with Hawkers’ broader sustainability efforts.

Hawkers has already made strides toward environmental responsibility, launching initiatives such as the H2O line of sunglasses crafted from recycled plastic bottles. The integration of VTO further complements these initiatives by creating a more efficient and less wasteful e-commerce model. Betancourt López has shown that combining technological innovation with eco-conscious business practices is not just feasible but a necessary step forward in today’s retail landscape.

Virtual Reality and the Future of Retail

While augmented reality currently leads the charge in retail innovation, virtual reality offers the next step in creating a fully immersive shopping experience. Alejandro Betancourt López has already demonstrated a willingness to explore new technologies, and virtual stores could be the next frontier for Hawkers. VR would allow users to step into a digital replica of a physical store, interact with products, and even attend live virtual events — all from the comfort of their homes.

As Betancourt López continues to push Hawkers into new technological territories, the company’s adaptability positions it well for future trends. Whether through AR, VR, or other emerging digital tools, Betancourt López’s strategy revolves around keeping Hawkers at the cutting edge of customer engagement.

“I believe that you have to understand that the world is changing so fast and with the world of markets, the appetites, the cultures, everything changes and more technology, there is more adaptation needed,” says Betancourt López. 

“Building projects, making them successful, making them sustainable, and trying to find new challenges constantly, I think, is my main drive.”