Mobile application to ensure highest quality customer experience
Luxottica is the world’s largest eyewear company, controlling over 80% of the world’s major eyewear brands. In addition to owning best-known brands such as Ray-Ban and Persol, the retail group manages the Sunglass Hut stores with over 2,000 locations around the world. Sunglass Hut needed to find a strategic partner to help the company move forward with its Digital Transformation journey to optimize how critical information could be delivered on a timely basis to stores. The company had over 50 different store types (size and layout) and provided store configuration changes 4-6 times per year.
Store operations personnel were creating hardcopy books that contained significant PDF content such as store layout, window treatments, planograms, product placement/arrangement, store environment, and store decorations distributed usually on a quarterly basis. The marketing team faced the same issues with promotions and promotional programs. Often these changes or updates occurred more frequently so creating the books with promotion materials, promotion guidelines, store or product reconfiguration, and pricing/bundling information occurred monthly or more frequently as situations demanded.
From a store point of view, the above information was not very accessible. The company needed a solution that would deliver content automatically based on store type and location.
Base22 helped Sunglass Hut build a solution on their Digital Experience Platform. The solution is based on the Base22 Portal Blueprint. All content (documentation, images, photos, etc.) is placed in the Web Content Management System (WCM) or is accessible via WCM. Textual content is automatically converted to HTML to be delivered via the web. All the content is tagged so the portal can deliver the content to the targeted role within each unique store type. The portal accesses back-office systems to deliver content as required.
The portal manages the delivery of up-to-date content on iPad tablets and laptops in the stores as required. The solution provides store personnel, district/regional managers, and home office control over key customer experience variables:
- News, alerts and critical communications
- Store Environment, layout, planograms and product presentation
- Store marketing campaigns and materials.
- Manager tools and training materials
- Standards and Policies
No more multiple versions of hard copy books and no more assembly of multimedia documents that have to be converted to PDF. Editing and updating information is much simpler and Operations is assured that information is delivered on time and to the correct people. Marketing enjoys the same benefits and has more flexibility in terms of the number and types of promotions deployed. Their lead time to create promotion programs has been reduced and last-minute changes are more readily made.