Sunglass Hut strengthens omnichannel offerings with technology and exclusive offers

Finding the balance between online and bricks and mortar stores has become a priority for many businesses, especially as consumer demands and trends continue evolving. Omnichannel strategies are crucial in such a landscape, allowing for both e-commerce and physical experiences to elevate each other and provide flexibility to consumers. 

In the UK, £52 billion of online sales are enhanced by physical touchpoints, highlighting the impact of blending online and offline offerings. Sunglasses retailer Sunglass Hut has spent much time refining both e-commerce and in-store experiences, merging the two seamlessly for a strong connection that’s focused on their target audience.

The brand looks to the future with digital and virtual initiatives, caters to traditional shoppers with physical campaigns, and encourages consumers to explore both avenues through deals and promotions. Here’s a look at Sunglass Hut’s omnichannel offerings:

Comprehensive e-commerce

Sunglass Hut has over 3,000 bricks and mortar stores across the globe, but the brand also ensures its e-commerce offerings and features are up to par for better consumer experience and access. The brand launched its online store in 1998, and since then, it has refined its e-commerce experience to suit the needs of modern consumers who are more tech-savvy than ever but want a similar experience to in-store shopping.

People can browse and shop luxury sunglasses from top brands, including the Prada PR 17WS, Versace Biggie, and the Celine CL40194U, and they can try them on using a virtual try-on tool. For those who want the ability to personalise frames like in their physical shops, the brand has a selection of customisable shades from brands like Ray-Ban.

A wide range of deals and discounts also help lower costs for a more affordable purchase, and signing up for the brand’s online newsletter provides exclusive access to the latest trends, releases, and special offers. Payment options also vary to satisfy customers, as 62% of luxury shoppers will purchase elsewhere if payments are a hassle. Sunglass Hut allows them to pay with digital wallets or cards, and they can even break the cost into instalments.  

In-person and virtual initiatives

Aside from its stores, Sunglass Hut also promotes its offerings through various in-person and virtual initiatives. Pop-up activationcampaigns like pop-up trucks bring exclusive products and experiences to the public, encouraging them to explore sunglasses collections and enjoy fun activities. Consumers can play games to win prizes, such as eyewear or exclusive discounts that can be applied when shopping at a retail location.

Sunglass Hut also leverages virtual campaigns to strengthen its link to the online and digital space. In the United States, the brand partnered with the virtual avatar platform Ready Player Me to offer virtual versions of some of the sunglasses it offers. Customers can visit select retail locations and scan a QR code on the SmartShopper digital screens inside to claim free Oakley and Ray-Ban sunglasses for their avatars. The activities help promote Sunglass Hut’s stores while tailoring them to appeal to customers who enjoy a luxurious or high-tech experience.

Rewards programmes

Though Sunglass Hut has made many efforts to enhance its omnichannel offerings, they’ve also given consumers an incentive to enjoy both online and in-store shopping. In 2024, the brand launched The Sun Club, an omnichannel loyalty programme that provides various avenues to earn rewards. Each purchase, whether in physical locations or online, earns points. Specific purchases and during certain timeframes can also earn bonus points.

Members can enjoy a wide range of benefits, including gifts, birthday and anniversary promotions, access to exclusive products, and personal services like same-day delivery or free expedited shipping. Rewards also increase as they move up the loyalty tiers. Opening these perks to e-commerce and bricks and mortar store customers provides flexibility and aligns with each consumer’s preferences. No matter where they shop, they can feel catered to through exclusive benefits and personalised experiences.