INTERNATIONAL. Luxottica Group has unveiled its new ‘Sunglass Hut 4.0’ retail concept in key travel retail locations worldwide.
The retail innovation uses digital and personalisation elements to elevate the in-store shopping experience. According to the company, the concept offers new ways to engage with travelling shoppers and further strengthen its position in the channel.
Sunglass Hut currently has 3,600 points of sale worldwide, of which approximately 300 are in travel retail. According to the company, Sunglass Hut’s airport stores generate twice the sales volume of their department store counterparts.
“This new design centres around the novel experiences and demands that travellers today are looking out for. We believe that it will help to elevate the category and achieve stronger performance in terms of sales and consumer experience.” – Luxottica Global Travel Retail Director Enrico Destro
The store concept’s minimalist design, which has been implemented in key locations including Istanbul Airport, highlights the strength of Luxottica Group’s brand portfolio. Lightweight detachable wall fixtures give each boutique more flexibility amid a constantly changing travel retail environment; while specially crafted lights and metallic materials are used to emphasise different lens colours and sunglasses styles.
Luxottica Group is also introducing its digitalisation tool ‘Ray-Ban Remix’ into its Sunglass Hut stores. The new technology offers thousands of personalisation options from Ray-Ban and uses a ‘Smart Shopper Platform’ to provide a seamless navigation interface.
The tool is now available in 300 Sunglass Hut stores in North America, with further plans to roll out to all Sunglass Hut locations next year. In travel retail, it is now available in Minneapolis-Saint Paul International Airport and George Bush International Airport.
“Innovation is key to Luxottica’s growth story, and this includes rethinking the consumer experience,” said Luxottica Global Travel Retail Director Enrico Destro. “We are pleased to see the roll-out of these exciting new concepts, which have received positive feedback with our travel retail partners during the recent TFWA show in Cannes.”
For Destro, the new Sunglass Hut 4.0 retail concept is the group’s answer to the demand for innovation and personalisation within the sunglasses category. He added: “This new design centres around the novel experiences and demands that travellers today are looking out for, and we believe that it will help to elevate the category and achieve stronger performance in terms of sales and consumer experience.”
