Any business today must innovate and adapt its marketing strategies to shifting customer demands. In a previous post, we highlighted how Spanish sunglasses enterprise Hawkers adapts to customer preferences, including the sustainability trend among young adult customers. At the same time, the business is well aware of the need to be more sensitive about pricing due to increased competition. Investors in the business noted the importance of using data and considering how to access customers as the best way to attract existing and new customers.
Likewise, sunglasses retailer Sunglass Hut continues to expand its services to reach more customers around the world. In 2023, the retailer brought holiday cheer to central London with a festive pop-up truck activation. Part of the company’s #ShadesofHoliday campaign, the activation featured a festive arcade game where visitors can play to win prizes such as in-store discounts and eyewear. Guests also received “bounce back” cards that provided 20% off eyewear redeemable in any Sunglass Hut store.
Aside from the pop-up truck and games, however, Sunglass Hut also continues to invest in innovating the company’s marketing strategies to appeal to newer generations of consumers in this increasingly digital age. Below, we’ll take a look at some of the notable marketing strategies employed by Sunglass Hut in recent years:
Celebrity and influencer partnerships
With the rise of social media, influencer marketing has quickly become a popular means of reaching new customers through online channels. Likewise, Sunglass Hut has actively partnered with celebrities and Internet influencers to market its variety of products.
On Sunglass Hut’s homepage, visitors and customers can find new and trending sunglasses as well as the retailer’s celebrity and influencer campaigns. This includes Clémence Bertrand’s Paris Fashion Week appearance, featuring stylish shades from Michael Kors, Swarovski, and Burberry. Aside from highlighting specific models, these campaigns are provide style inspirations for potential customers who may be interested in specific sunglasses brands or models.
Virtual fashion marketing
Another key marketing strategy Sunglass Hut introduced was its partnership with avatar platform Ready Player Me in 2023. The partnership offered digital sunglasses for users to put onto their avatars, merging virtual worlds and physical retail. In the US, customers were able to visit select Sunglass Hut stores to claim free virtual sunglasses for their avatars, including virtual counterparts of featured brands from retailers like Oakley and Ray-Ban.
The collaboration was an interesting step into the world and development of virtual fashion, allowing users to customise their virtual looks and style just as they would in real life. At the same time, the campaign also allowed known eyewear brands and models to be showcased to an increasingly Internet-bound customer base. Additionally, as tech companies continue to innovate in the virtual reality segment, this will likely be the first of more virtual campaigns to come from retailers like Sunglass Hut.
Boosting customer loyalty
Finally, another crucial marketing strategy helping Sunglass Hut boost its reach and offerings is by constantly boosting customer loyalty. In March 2024, the company launched a first-of-its-kind customer loyalty program called The Sun Club. The program provides a gamified approach for customers to earn rewards. For example, each Sunglass Hut purchase would grant special gifts, access to exclusive products, as well as personal services like free expedited shipping and same-day delivery.
There are four levels to the loyalty program, with each level offering more rewards as you go. Other benefits include birthday and anniversary promotions, gifts with purchase, access to exclusive product launches and sales, branded gifts, and more.
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