Mastering Omnichannel Marketing: Examples from Sunglass Hut

Sunglass Hut
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Consumption habits have changed, and it’s clear that customers now prefer a seamless, personalized shopping experience. In fact, Salesforce research shows that 52% of consumers expect offers to be personalized, while 66% expect businesses to be aware of their customer needs.

This is where omnichannel experiences come in handy. As mentioned in our previous article on , omnichannel is a strategy that provides a seamless and integrated customer experience across all channels and touchpoints. It integrates online and offline channels to allow brands to deliver meaningful and personalized interactions that help build customer trust.

Omnichannel marketing also helps create a consistent brand identity and consumer experience in any platform — whether e-commerce websites, physical stores, apps, or social media. This strategy has spread across industries like, gaming, retail, and eyewear, among others.

One interesting example of omnichannel marketing use can be found in Sunglass Hut, a leading international retailer of sunglasses that leverages both online and offline channels to boost its growth. Below, we look at examples of how Sunglass Hut is mastering omnichannel marketing and retail.

Who are Sunglass Hut? 

Eyewear retailer Sunglass Hut was founded in 1971 and has since emerged as one of the strongest players in the market. Sunglass Hut’s range of sunglasses includes designer brands like Versace and Prada. As part of an enriched omnichannel experience, Sunglass Hut leverages augmented reality (AR) to power its virtual try-on feature, providing a unique experience that allows customers to digitally fit a frame that suits their style and preferences before purchasing. Consumers can also customize sunnies both online and in their physical stores. With multiple experience options, Sunglass Hut helps promote positive online and offline interactions that can create customer loyalty and drive growth – a key advantage of omnichannel marketing.

Enriching the omnichannel experience

Giorgio Pradi, Sunglass Hut’s vice president and general manager, attributes the retailer’s growth to its “robust omnichannel experience.” It began expanding its presence into the virtual space when it added e-commerce capabilities to its US website in 1998. Since then, Sunglass Hut has made significant investments in tech to enrich the global omnichannel experience further.

For instance, in 2019, Sunglass Hut launched Smart Shopper, the first in-shopping digital tool placed on walls of physical stores that allows customers to browse, purchase, and even customize a pair of frames based on their preferences. Combining physical experiences with virtual shopping provides customers with more options and a personalized experience that fosters stronger engagement and growth.

Sunglass Hut has also mounted omnichannel campaigns through its 50th anniversary campaign Don’t Stop the Feeling, where the brand launched a TV commercial featuring limited-edition products to reach more consumers. This year, it also released an omnichannel loyalty program called The Sun Club, which allows in-store and online shoppers to earn rewards for every purchase. Sun Club members get exclusive benefits, including birthday and anniversary promotions and exclusive product sales, helping elevate the customer shopping experience even further.

Another example of Sunglass Hut’s omnichannel marketing campaign was in 2023 when it collaborated with avatar platform Ready Player Me to launch digital sunglasses that gamers can use to accessorize their avatars. Customers could claim free Ray-Ban and Oakley sunglasses for their avatars by scanning a QR code in select physical stores, marking a first-of-its-kind omnichannel initiative that combines physical retail and the metaverse.

By integrating online and offline channels, Sunglass Hut shows how omnichannel marketing can help deliver a seamless and enhanced shopping experience among its customers. Ensuring a smooth experience across various channels — from online and physical stores to other forms of media — helps customers interact meaningfully with brands. For brands who want to strengthen their appeal both online and offline, following Sunglass Hut’s approach could lead to strong results.

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Andy Jacob, Founder and CEO of The Jacob Group, brings over three decades of executive sales experience, having founded and led startups and high-growth companies. Recognized as an award-winning business innovator and sales visionary, Andy's distinctive business strategy approach has significantly influenced numerous enterprises. Throughout his career, he has played a pivotal role in the creation of thousands of jobs, positively impacting countless lives, and generating hundreds of millions in revenue. What sets Jacob apart is his unwavering commitment to delivering tangible results. Distinguished as the only business strategist globally who guarantees outcomes, his straightforward, no-nonsense approach has earned accolades from esteemed CEOs and Founders across America. Andy's expertise in the customer business cycle has positioned him as one of the foremost authorities in the field. Devoted to aiding companies in achieving remarkable business success, he has been featured as a guest expert on reputable media platforms such as CBS, ABC, NBC, Time Warner, and Bloomberg. Additionally, his companies have garnered attention from The Wall Street Journal. An Ernst and Young Entrepreneur of The Year Award Winner and Inc500 Award Winner, Andy's leadership in corporate strategy and transformative business practices has led to groundbreaking advancements in B2B and B2C sales, consumer finance, online customer acquisition, and consumer monetization. Demonstrating an astute ability to swiftly address complex business challenges, Andy Jacob is dedicated to providing business owners with prompt, effective solutions. He is the author of the online "Beautiful Start-Up Quiz" and actively engages as an investor, business owner, and entrepreneur. Beyond his business acumen, Andy's most cherished achievement lies in his role as a founding supporter and executive board member of The Friendship Circle-an organization dedicated to providing support, friendship, and inclusion for individuals with special needs. Alongside his wife, Kristin, Andy passionately supports various animal charities, underscoring his commitment to making a positive impact in both the business world and the community.