Luxottica Retail Australia becomes first company in APJ to deploy SAP Social Media Analytics by NetBase
Sydney — SAP today announced that Luxottica Retail Australia Pty Ltd, an Australian subsidiary of Luxottica Group SpA, a manufacturer and distributor of luxury frames and sunglasses, has become the first customer in the Asia Pacific Japan region to go live with SAP Social Media Analytics by NetBase. Luxottica Retail Australia has signed up for a 24 month subscription to the on-demand solution which allows it to instantly see a summary of Net Sentiment expressed from the social web for selected topics and brands.
Luxottica Retail Australia needed the ability to make rapid business decisions on online sentiment and while the marketing department had a great understanding of the social web they were under equipped to find insights quickly and accurately to plan campaigns that responded to consumer behaviour in real time. There was a clear need for Luxottica Retail Australia to be able to identify where its customers were talking about its products online, what customers were saying and gain an insight into their opinions. Market research was one approach employed by the company but the data that could be gathered was often out of date regarding current social media trends.
SAP Social Media Analytics was able to quickly address these three areas and the solution provided valuable insights for Luxottica Retail Australia from day one. With 64 per cent of Australia’s population currently active on social media (15 Million) and 47 per cent on Facebook (11 million), being able to accurately monitor this area is key to business success.
Greg Harbor, Regional Vice President – Cloud Sales & GTM (APJ) at SAP said: “the social media analytics solution provides the marketing team at Luxottica Retail Australia with accurate, real-time analytics to understand markets through the social web. It processes billions of social media posts across millions of sites globally to extract structured insights that Luxottica Retail Australia can use to quickly discover market needs and trends. It helps to quantify market perceptions about products, services, and companies and effectively track its success in the market. Luxottica Retail Australia uses the solution not only to monitor brands in Australia but also global trends.”
Stephen McKinnon, CIO, Luxottica Retail Asia Pacific said: “This solution has the power to engage even the most sceptical social media luddites. It has provided a rapid return on investment, lightning quick sales cycle and a huge opportunity to speak to customers that we would not normally engage with. The solution is incredibly flexible and scalable and only took a few hours to get up and running. The speed with which we have been able to analyse social media data is amazing and allows us to monitor real time online reactions to campaigns like the recent floating Sunglass Hut store we put in place as a pop up store in Darling Harbour.”
Luxottica is an Italian company, with global head office based in Milan. It enjoys a presence in more than 130 countries with over 65,000 employees. Luxottica manufacture, market and distribute a collection of luxury frames and sunglasses. In Australia its focus on eye care includes 3 leading optical brands: OPSM, Laubman & Pank and Budget Eyewear. While the sun business has 2 distinct brands: Sunglass Hut and Bright Eyes. Luxottica house brands (owned by the company) include Ray-Ban, Oakley, Persol, Vogue, Arnette and REVO and licensed product brands include Tiffany & Co., Prada, Dolce & Gabbana and Chanel.
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