LensCrafters 2014 Annual Report Download - page 49

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E-commerce
Oakley, Ray-Ban and Sunglass Hut e-commerce websites
serve as important sales channels that complement
Luxottica’s retail operations and wholesale distribution. The
websites drive brand awareness and allow consumers to
purchase products efficiently, extending superior customer
service into the digital space.
Ray-Ban.com was launched in the United States in 2009 and is
the place to go for a premium Ray-Ban assortment, exclusive
services and a consumer experience that is unique to the
brand. The path of international e-commerce expansion
for the Ray-Ban brand is closely tied to Ray-Ban Remix, the
online customization service which was initially launched
in Europe in 2013. The success of the service led to Remix
launches in the United States, Canada and China in 2014.
Oakley.com provides an e-commerce channel across
multiple markets including the United States, Canada,
Australia, Japan and 16 countries in Europe.
Launched in 2008, SunglassHut.com has become the digital
destination for consumers looking to find the latest trends
and hottest products in premium sunwear. In 2014, the UK
and Brazil joined the United States, Canada and Australia
in offering online shopping on their local Sunglass Hut
websites. Additionally, Sunglass Hut redesigned its mobile
and desktop sites across all countries to enhance customer
experiences, storytelling and business performance.
In 2014, Luxottica acquired glasses.com, an advanced
digital player in North America’s eyewear industry. Glasses.
com developed an exclusive virtual mirroring technology,
accessible through smartphones or tablets, that uses a 3D
image of the user’s face to allow for multiple try-on options
with real likeness.
Luxottica’s e-commerce strategy is to enter additional markets
as the business matures. For example, the Group formed
strategic partnerships in China to open both Ray-Ban and “O”
Stores within Tmall, the largest local online mall.
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