How Eyewear Companies Are Leveraging Omnichannel Experiences for Sales, Marketing, and Customer Service

As e-commerce takes over industries and becomes integral to operations, businesses must continue innovating their strategies to maximize this platform’s benefits of increased reach and more lasting customer relationships.

For instance, a previous post highlighted how tapping into mobile e-commerce can help businesses interact with customers more easily, considering the increasing utilization of smartphones for commercial transactions. Whether brands are on social media, shopping apps, or their own websites, investing in a smooth mobile experience through services like chatbots and electronic payments can boost conversion rates and customer satisfaction.

However, instead of only focusing on e-commerce itself, the post also reminds business owners to pay attention to omnichannel strategies. This means ensuring product branding and customer interactions remain consistent across all channels, such as e-commerce and physical retail, for a more seamless experience. When it comes to omnichannel experiences, it helps to learn from eyewear companies that are effectively integrating their digital and in-store offerings in key business areas like sales, marketing, and customer service

The role of omnichannel strategies in the eyewear industry

Beyond recording a notable expansion of 6% in 2024, the value of the global eyewear market continues to grow and is driven by multiple factors, according to market research by Euromarket International. Among the key growth drivers in eyewear are digitization and modernization, with industry giants like Safilo and EssilorLuxottica adopting digital distribution channels.

Furthermore, the market report notes that physical optical stores remain the main sales channel for eyewear, compelling brands to expand their omnichannel strategies and target customers in both brick-and-mortar and online stores. While e-commerce platforms mainly focus on brand visibility and physical stores invest in professional and personalized services, an omnichannel approach ensures the customer experience is frictionless regardless of which channel they use to interact with the brand. Thus, as outlined in the following section, going omnichannel entails eyewear companies maximizing every customer touchpoint for a more unified and cohesive experience.

Eyewear companies leveraging omnichannel experiences

Oakley promoting its Prizm lens technology

As one of the major industry players reimagining performance eyewear, Oakley's digital presence highlights not only its outdoor-oriented frames, such as the retro-inspired Frogskins and visor-like Radar EV Path. Instead, its proprietary lens technology is also at the forefront of its website, as demonstrated by its online selection of polarized sunglasses equipped with Prizm lenses. These Prizm polarized sunglasses that enhance visibility for outdoor activities are then integrated into Oakley’s omnichannel approach by making them available for same-day in-store pick-ups and not just store-to-door delivery.

Likewise, Oakley’s physical retail spaces align with the omnichannel approach by making the Prizm lens technology, which is already promoted online, available for an immersive try-on experience. Case in point, its flagship eyewear store in London includes an Oakley Prizm Experience Booth, which lets customers take Prizm lenses for a test run and determine the best frame and lens combinations for their sporting needs.

Gentle Monster’s immersive digital and in-store visuals

Although the luxury eyewear brand Gentle Monster is relatively new, it is undeniably one of the fastest-growing players in global eyewear, catching up with industry giants like EssilorLuxottica, Kering Eyewear, and Warby Parker with its nearly 50% market growth in 2023. Pivotal to Gentle Monster’s global pull are its immersive visuals, as exemplified by its conceptual retail stores that combine art installations, 3D sculptures, and other creative elements.

Of course, Gentle Monster’s innovative designs are reflected in its eyewear collections, further elevated through collaborations with big-name brands like

Moncler, Mugler, and Maison Margiela. However, its omnichannel experience lies in its digital marketing, which is just as artistic, grand, and immersive as its retail spaces. Gentle Monster’s brand storytelling remains consistent online by partnering with influencers, who mainly bring the latest collection closer to audiences through engaging content like PR unboxing and try-on videos.

Warby Parker’s hybrid approach

As digital and physical retail offerings blend, Warby Parker’s investment in frictionless shopping experiences highlights the importance of omnichannel strategies in driving sales and overall financial growth. To start, the leading US retailer helps online shoppers make more informed purchases by giving them the opportunity to try on glasses at home as they would when visiting retail stores.

Its hybrid approach to improving the customer journey can also be observed in how the eyewear company has invested in an app that lets customers add items to their ‘Favorites'. Store associates can then access this list of items to help customers find their desired products when shopping in person. Overall, Warby Parker guides customers through using every channel available while still offering the same quality and efficiency in the shopping experience.

Clearly, investing in an omnichannel experience leads to growth in every area imaginable, urging businesses in any industry—not just eyewear—to harmonize their online and retail offerings for improved sales, marketing, and customer service.

Conclusion

In an era where e-commerce dominates consumer behavior, the eyewear industry’s success in implementing omnichannel strategies highlights the value of a seamless and integrated approach to sales, marketing, and customer service. By ensuring consistency across digital platforms and physical stores, brands like Oakley, Gentle Monster, and Warby Parker provide customers with a more engaging and efficient shopping experience, ultimately driving brand loyalty and business growth.

As businesses across various industries navigate an increasingly digital landscape, adopting omnichannel strategies can enhance customer interactions, streamline operations, and maximize revenue potential. Whether through immersive retail experiences, hybrid shopping models, or digital marketing integration, ensuring a cohesive brand presence across all touchpoints remains essential for long-term success in a competitive marketplace.