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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