Sunglass Hut introduces omnichannel loyalty program

Sunglass Hut customers will receive rewards for in-store and online purchases via a new multi-tier loyalty offering.

The specialty eyewear retailer, a division of EssilorLuxottica, is rolling out a new loyalty program called "The Sun Club," which provides a variety of avenues to earn rewards. In-store and online shoppers will receive 10 points for every dollar spent, in addition to bonus points on specific purchases and during certain timeframes. 

Participants in The Sun Club will also receive additional points for engagement activities, starting from loyalty card subscription and when activating their membership profiles.

The Sun Club members will be able to advance through four tiers of loyalty and receive incremental insider benefits including:

• Birthday and anniversary promotions.
• Gifts with purchase.
• Exclusive product launches and sales.
• Branded gifts.

"We are thrilled to introduce The Sun Club, a unique loyalty program that not only rewards our customers but also elevates their shopping experience," said Giorgio Pradi, president and GM of North America at Sunglass Hut. "Our goal is to create a community of eyewear enthusiasts who feel valued and excited about the exclusive benefits and personalized experiences that await them."

The Sun Club officially launches as of Monday, March 4, 2024.

Sunglass Hut drives store traffic with metaverse promotion

In another example of its omnichannel focus, in fall 2023 Sunglass Hut partnered with metaverse avatar platform Ready Player Me to offer digital sunglasses that allowed users to accessorize their digital avatars. 

Customers were able visit select Sunglass Hut stores across the U.S. to claim free sunglasses for their avatars by scanning a QR code on “SmartShopper” digital screens inside Sunglass Hut stores to redeem virtual Ray-Ban and Oakley sunglass models for their Ready Player Me avatars. 

Ready Player Me's avatar creation platform enables users to create custom avatars that can be used across multiple virtual worlds and gaming platforms.

Founded in 1971, Sunglass Hut operates more than 3,000 retail locations across the Americas, Europe, the Middle East, Australia, South Africa, and China, and is part of the EssilorLuxottica Group, a global manufacturer and distributor of eyewear.