November 11, 2008, 12:00 AM

Sunglass Hut sets its site on increased sales with redesign

In time for the holiday season, Sunglass Hut has launched its redesigned web site with new features that it says will help customers find sunglasses with the right style and fit for their faces.

Katie Evans

Managing Editor, International Research

Sunglass retailer Sunglass Hut has launched a redesigned e-commerce site with enhanced tools that it says will help customers search through its 25 lines of sunglasses. On SunglassHut.com, customers will be able to choose a Faces & Style category which allows shoppers to mix and match frames on eight models with varying face shapes. Shoppers can rate the looks of different styles, and the models can rate how they think they look in each pair of glasses.

“We`re changing the way people buy sunglasses and invested in making the web site best-in-class; not just for sunglasses and accessories, but in terms of service, offering online tools and features that will resonate with users and surpass other e-commerce sites," says Jack Krause, senior vice president and general manager, Sunglass Hut North America.

The new web site also offers a comparison feature of sunglasses in collections such as Burberry, Bvlgari, Dolce & Gabbana, Oakley, Prada, Ray-Ban, Tiffany & Co, and Versace. Customers can drag and drop glasses to a box and then compare up to four pairs of glasses on features such as price, frame material, and the size of face the frames best complement.

Sunglass Hut worked with design firm R/GA, vendor PFSweb for order management, logistics and customer service and marketing technology firm Brulant for back-end infrastructure for the new web site.

Sunglass Hut will also allow shoppers to get free adjustments and cleanings for their online purchases at its bricks-and-mortar locations. Sunglass Hut which is owned by Milan, Italy-based Luxottica Group has 1,600 retail stores in North America.

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