Sunglass Hut rolls out digital capability to improve in-store experiences

Sunglasses retailer invests in digitised merchandising solution as part of efforts to better personalise physical store locations

Sunglasses retailer, Sunglass Hut, says the decision to implement new technology to localise merchandise recommendations in-store is about improving the bricks-and-mortar experience through digital capability.

The retail group, which has more than 2700 locations globally and is part of the Luxottica group, has invested in One Door’s Merchandising Cloud application and rolling out the solution across its Australia and New Zealand operations.

The vendor said the platform combines product and promotional visual merchandising with store information in order to provide a digitised version of each store location and its features. Using the app, a retailer can capture and tap into a digital model of store attributes, floorplans, fixtures and resources and come up with an interactive merchandising plan based on these elements.

Sunglass Hut marketing and ecommerce director, Kate Grech, said the in-store experience is integral to high-fashion accessories and sunglasses in particular because products are chosen to reflect the personality of the consumer. Using the platform was about localising and personalising product mixes in-store so they feel more custom-made to that location. They can then analyse status and results based on each SKU, fixture, store and campaign.

“As our business continues to grow, One Door’s Merchandising Cloud will assist us in delivering a consistent in-store experience and keep pace with rapidly changing customer needs,” Grech said.

CEO of One Door, EY Snowden, said the platform was being implemented and supported by its global team. The vendor rebranded to One Door from RBM Technologies in December after a three-year transformation program that included bringing in a new leadership team, global sales and support investment, rearchitecting its SaaS-based application, and a brand overhaul.

“High-fashion accessory retailers like Sunglass Hut need to offer customers a wide range of fresh and relevant products, and then enable store associates to maximise their time helping customers to make great choices,” he said.

“This will let Sunglass Hut collaborate and accelerate the delivery of localised products, even while simplifying the associate’s job so they can focus on delivering great, personalised, in-store experiences.”

Other One Door customers globally include O2, Vodafone, Cox Communications and

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Awesome and well written article. The examples and elements are good and valuable for all brand identity designs. Speaking of awesome, ch...

Ryota Miyagi

Why customer trust is more vital to brand survival than it's ever been

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in