Virtual and physical shopping environments are being linked together to engage consumers on a more immersive level. Sunglass Hut is leading the pack in experiential tech and promotions in the eyewear industry, releasing free digital sunglasses for Ready Player Me avatars. The Metaverse avatars can equip various Ray-Ban and Oakley products from the store when customers scan a QR code in the brick-and-mortar location’s SmartShopper screen.
The activation is available across Sunglass Hut’s New York, Illinois, Florida, and California branches. This is just one of the latest brand activations launched by Sunglass Hut as part of its foray into the Metaverse.
Sunglass Hut and Reinvention
Sunglass Hut is no stranger to innovation. It has been at the forefront of the industry for over five decades due to its ability to reinvent itself time and again. Long before it touched base with the Metaverse, the retailer had already been a pioneer in various developments within the industry.
It was an early adopter of e-commerce right at the cusp of Y2K when other brands feared the impact of tech on business and consumer sentiment as a whole. It has built a reputation for being a market disruptor and leader, making it the prime partner for huge brands dipping their toes into the world of eyewear. If you look at Sunglass Hut’s selection of luxury sunglasses, there is a clear focus on cutting-edge luxury products born only from trust in reinvention. Some of its luxury mainstays like Prada, Burberry, and Versace even took part in exclusive releases part of the gamified Sunglass Hut Utopia. These high-end brands had also enjoyed previous fanfare for the Bling Wall displays put up by Pioneer Digital in Sunglass Hut’s flagship stores.
Emperia developed the Sunglass Hut Utopia for the “Find Every Shade of You” campaign, encouraging customers to express all facets of their style and personality through sunglasses. Special rewards and freebies were given to customers using the VR store. One of the stars of this execution was Burberry, which previously held the title of the top digital luxury brand. Both brands have also used gaming technology to revolutionize the fashion and accessory market, with the former using AR gamification for promotion and the latter merging 2D patterns into 3D product templates. This alignment in values grounds the retailer’s shift toward a shopping experience that seamlessly blends the fully digital ecosystem with the brick-and-mortar journey.
The Hut in the Metaverse
Utopic virtual stores were just the beginning of Sunglass Hut’s Metaverse journey. Interactive virtual tours allow visitors to try on select pairs of sunglasses digitally. This initial campaign eventually led to the Ready Player Me moment and further adoption of the Meta by brands carried by the retailer.
Perhaps the biggest amalgamation of this concept is the Ray-Ban Meta. This pair of smart sunglasses is directly connected to Meta AI and bolsters the eyewear world into the future. It makes sense that Sunglass Hut would be responsible for carrying such a line as an expert in breaking ground for new experiments. Ray-Ban Meta smart glasses are available in Wayfarer, Headliner, and Skyler frames.
These sunglasses feature an ultra-wide 12 MP lens with a built-in HD camera, a five-mic array audio system, open-ear audio with extended bass, and discrete directional sound, making them a product of the Metaverse merging with the eyewear world. Ray-Ban Meta models also provide hands-free communication via WhatsApp, Messenger, and SMS, live streaming on Facebook and Instagram, and voice-activated image analysis by Meta AI. The brand is one of the select participants in the Ready Player Me collaboration. Foot traffic is generated by virtual merchandise, while online hype is created by the very same partnership requiring digital interaction. It’s a circular strategy that has changed the game for the industry and will likely inspire deeper dives into the potential of using such tech in the sales space.
As evidenced by Upland Metaverse’s introduction of virtual gathering platforms, social engagement is the driving factor for any project to succeed within the Metaverse. People want to access virtual goods while connecting with other individuals and sharing their unique looks using real-world rewards. With around four billion people active on any of Meta’s platforms at a time, it looks like the next scene to be dominated by Sunglass Hut is another universe.
