Accessories retailer aims to give stores a local feel

Sunglass Hut is making a strategic move to evolve its brick-and-mortar experience.



The sunglass retailer has added a a cloud-based merchandising system across its stores in Australia and New Zealand that helps each store localize and personalize its product mixes to create a shopping experience that feels custom-tailored.



The Merchandising Cloud solution, from One Door, combines product and promotional visual merchandising with store information, providing each location with a unique, unified, and interactive merchandising plan. The application lets Sunglass Hut capture and maintain an accurate digital model of all store attributes, floor plans, fixtures, and resources.



Armed with this information, the chain can plan and execute campaigns with the speed and agility of digital, while enabling store associates to better personalize the in-store experience.



"The in-store experience is integral to Sunglass Hut," said Kate Grech, the chain’s marketing and e-commerce director. "As our business continues to grow, One Door’s Merchandising Cloud will assist us in delivering a consistent in-store experience, and keep pace with rapidly changing customer needs.”