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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."1 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.2 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."3 II. ...read more.


XBR can view, print, or export query results to various file formats, as well as organize queries into designated topics and archive data for trend analysis. They can establish trends by store, district, region, time of day, day of week, transaction type, and other parameters. 2 The Hut uses various types of queries on a real-time basis. For example, top- level and store-level managers, as well as sales associates, can view sales reports per employee and per store ranging from hourly to annually reports. Managers can also monitor associates' and stores' UPT's (Units Per Transaction) to evaluate if customers are satisfied and valuable to the company, i.e., they are willing to purchase more than just one product during a transaction. Sales associates can also query through inventory to determine answers to customer questions, such as if they carry a specific design, if a product comes in additional colors and/or sizes, if certain items are on promotion, etc. Associates are also able to investigate, particularly if a customer has a return/exchange, certain information necessary to complete this type of transaction. They are able to look up a customer's contact information and last purchase information, including what, where, and when the product was bought, and who sold it. ...read more.


And Sunglass Hut International exemplifies this. With Sunglass Hut's global presence in the retail industry, everywhere from North America to the East and Australia, it is vital for the company to continuously innovate and maintain its strong customer satisfaction rate. It is apparent that its core values have an impact on each aspect involved in the business. The marketing efforts it has made to establish a concrete and reliable database have proven valuable to the Hut. It has experienced increased sales, and customer satisfaction and retention since it's implementation in 1997. Furthermore, inventory shrinkage has declined, as well as dishonest employees. Although the Hut has felt the same economic slowdown has the rest of the retail industry, it continues to out-perform its expectations. 1 Sunglass Hut/Watch Station. 2004. Luxottica Group. 4 December 2004. http://www.sunglasshut.com. 2 Longmore-Etheridge, Ann. "Retail: Made in the Shade." November 2002. RDS - Business & Management Practices(tm). 4 December 2004. http://rdsweb2.rdsinc.comrlib.pace.edu. 3 Luxottica. 2004. Luxottica Group. 10 December 2004. http://www.luxottica.com 4 Ragusa, Daniel J. "Database Marketing Overview." American Marketing Association. 29 November 2004. http://www.marketing power.com/content1484.php. 5 Barth, Brad. "Sunglass Hut Keeping Tabs on Shady Employees." Febraury 2002. RDS - Business & Management Practices(tm). 4 December 2004. http://rdsweb2.rdsinc.comrlib.pace.edu 6 Sunglass Hut/Watch Station. 2004. Luxottica Group. 4 December 2004. http://www.sunglasshut.com/sghus.cfm?dir=account&page=youraccountact 7 "Connecting Marketing Metrics to Financial Consequences." 17 November 2004. Knowledge@Wharton. 10 November 2004. http://knowledge.wharton.upenn.edu/index.cfm?fa=printarticle&id=1073 1 ...read more.

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