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For example, the site uses facial recognition technology so that customers can upload a photo of themselves and try eyewear. For those who still doubt the company will send five senior loans. All glasses are recorded, and Parker Warby leases space in some stores in major cities where people can try before ordering glasses online. "It is very much a new model," said John Gerzema, president of Brand Asset Consulting, which studies the buying patterns. Most e-commerce sites try to guide customers toward a purchase, while Parker Warby encourages people to think about it, You may lose some sales, but the interesting thing is betting that margin is in the long-term relationship, and fewer returns and dissatisfied customers, said Gerzema.