Luxottica expects that revenues generated from e-commerce will double by 2018 compared with 2015, driven by sales through the Ray-Ban, Oakley and Sunglass Hut websites. The pace would represent a slowdown from the fourfold surge posted between 2011 and 2015. In 2015 alone, e-commerce sales rose by 50 percent at directly operated websites, with ray-ban.com up by 80 percent and sunglasshut.com up by 60 percent.
The group believes ray-ban.com can grow by a further 50 percent in 2016 and expects it to outperform Oakley's website in the longer term.
In a couple of years, internet sales are scheduled to grow to represent 7 percent of group sales from 4 percent in 2015, with a half of the revenues generated directly by the group and the remainder by third parties.
Sunglasses represent the bulk of online sales for the group, but Luxottica aims to boost the share of prescription frames, currently estimated at less than 4 percent. It plans to start selling optical frames on ray-ban.com as of this year.
Luxottica claims that it is competing with “consumer-centric companies” like the online retailer Amazon and the airline Southwest in terms of client satisfaction. It feels that it is positioned well beyond other specialty retailers.
The group has rolled out Net Promoter Score, a management tool to measure client loyalty, in 4,500 of its directly managed stores and aims to deploy it throughout its retail fleet by mid-2017, when the retail network is estimated to reach 8,000 locations. The platform manages consumer messages and analyzes issues at individual stores.
Investments in managing customer relations started with LensCrafters and the group's other optical banners before being extended to other banners. The group estimates that more than 10 percent of its optical sales in the retail division are driven by one-to-one marketing.