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Customer experience key for new Sunglass Hut store

02/11/2016
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A new Sunglass hut store has been opened in Melbourne
The new store features a
The new store features a 'selfie' wall

Luxottica has opened a new Sunglass Hut store with several customer experience-focused features in a popular Melbourne shopping precinct.

The new 100 sq m store, which is prominently located on Bourke Street in Melbourne's CBD, is said to house one of the largest sunglasses collections in the Asia-Pacific region. With more than 1,500 pairs of shades, the store stocks brands including Chanel, Prada, Dolce&Gabbana and Giorgio Armani. It is also the first Australasian Sunglass Hut store to showcase the full Oliver Peoples range.

In addition to a wide product assortment, the store is offering specialised styling consults to assist customers in selecting sunglasses to suit their individual look. The store's 'sunglass stylists' have reportedly received more than 50 hours of specialised training in international fashion and accessories trends and will use face-shape matching to help customers with their purchases.

"Customers require a personalised service tailored to their own personal needs," Sunglass Hut Australia & New Zealand president Mr Phil McNutt explained. "This is why at Sunglass Hut we don't have a 'one size fits' all approach. In investing in Sunglass Hut on Bourke as well as our e-commerce offering we are able to provide customers what they what when they want it."

Another feature designed to enhance the customer experience is a sculptural backdrop of light that taps into the increasing popularity of social media platforms such as Instagram. Comprising more than 150 LED lights positioned behind metal domes, the feature was described in a company statement as "the ultimate selfie backdrop".

"The selfie backdrop is a pulsating light experience that provides the perfect back-lighting for a selfie," Mr McNutt stated. "The selfie backdrop takes inspiration from the Sunglass Hut circular logo and amplifies it to deliver a light and visual experience."

Mr McNutt added that the concept behind the new store was to create "the ultimate shopping destination, an experience - not just another store".

"As a premium fashion retailer, it is extremely important for Sunglass Hut to deliver the best possible customer experience to all our customers," he said. "That is why we have invested in this new destination location that contains a great range of products to suit all customer needs and lifestyle, whether using the eyewear for fashion, outdoors or sports."

Designs for Vision
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The launch of Sunglass Hut on Bourke follows the openings of similarly high-profile stores in Sydney, New York, London and Los Angeles.

Sunglass Hut is one of the largest sunglass speciality retailers in the world with more than 2,700 retail locations across Australia, New Zealand, the US, Canada, the Caribbean, Europe, Hong Kong, Singapore, the Middle East and South Africa.

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