Sunglass Hut International, Inc.

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Sunglass Hut International, Inc.

I. Introduction

                Sunglass Hut International, Inc. is recognized as a leader in specialty niche

retailing with nearly 2,000 Sunglass Hut locations, and over 300 Watch World and Watch

Stations around the globe.  It was acquired in April 2001 by Luxottica, the world’s largest

eyewear company parented in Italy.  “Located in a wide variety of high traffic shopping and

tourist destinations, Sunglass Hut stores offer consumers the latest branded products at

competitive prices, along with outstanding customer service.”  With brands ranging from

Chanel, Prada, Bvlgari, and Cartier to Ray-Ban, Oakley, Arnette, and Revo, Sunglass Hut

truly has something to offer everyone’s unique tastes.  And this is quite evident from its

profits: company revenues top $680 million per year. 

                Sunglass Hut’s business involves continuous innovation, the research of style,

design, and fashion trends, and changes in people’s lifestyles.  However, it is based on

customer satisfaction as well.  In fact, one of the company’s core values is “giving constant

attention to before and after-sales service, adapting the services and products as required to

suit the needs and characteristics of sales points and consumers, whoever and wherever they

are.”

II. Achieving Optimal Customer Satisfaction

                Customer satisfaction is not only achieved by the quality of the product one

purchases, but the quality of service he or she experiences before and after the purchase as

well.  Having a good customer retention rate, which Sunglass Hut strives for, exemplifies high

quality customer service.  There are various ways in which such quality can be attained, such

as company training of salespeople, customer loyalty programs, or membership benefits.  

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However, having a solid database can facilitate a company’s organizational strategy,

particularly in achieving optimal customer service.  This ultimately improves profits and the

standard of the company overall.  

When a company such as the Hut utilizes the appropriate and most valuable

database applicable to achieving its goals, it is apparent that the company values each

customer’s lifetime value and is interested in making every effort to keep its customers happy.

III. Exception Reporting

                A characteristic of database-driven marketing is the measurement of and

accountability ...

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