EssilorLuxottica Partners with Pattern to Boost Ray-Ban and Oakley Sales in Australia

In a significant move to enhance its online presence, EssilorLuxottica, a global leader in eyewear design and retail, has partnered with Pattern, an ecommerce and marketplace accelerator. This collaboration aims to expand the business for its renowned brands, Ray-Ban and Oakley, through online marketplaces in Australia. With the increasing popularity of online shopping, particularly on platforms like Amazon, this partnership is a strategic step to ensure that customers can easily access these iconic eyewear products.

Brent Furniss, Senior Key Account Manager at EssilorLuxottica, emphasized the importance of this partnership, stating, "Given the growing influence of marketplaces in Australia, EssilorLuxottica recognised the importance of being present where our customers are shopping." This collaboration marks a global first for EssilorLuxottica, which has previously engaged directly with Amazon in other markets. The decision to partner with Pattern was driven by the challenges of managing resources effectively in the Australian market.

Pattern's expertise in marketplace services will allow EssilorLuxottica to optimize product listings, improve conversion rates, and enhance profitability. Additionally, the partnership will help identify unauthorized resellers, ensuring that customers receive genuine products. This is crucial, as unauthorized sellers can harm a brand's reputation by providing incorrect information about products, leading to confusion among consumers.

According to a recent report, 59% of Australian consumers now start their product searches on Amazon, highlighting the platform's growing role in product discovery. In the last quarter of 2023, Ray-Ban products were searched every 1.8 minutes, while Oakley products were searched every 2.1 minutes. This data underscores the potential for EssilorLuxottica to reach a broader audience through Amazon.

Furniss noted, "We've not only gained a foothold in a key marketplace but have also enriched our understanding of consumers' online shopping behaviours." This insight is vital for tailoring marketing strategies and improving customer experiences. Prior to this partnership, Ray-Ban and Oakley products were available on Australian marketplaces but were not directly managed by EssilorLuxottica, which posed risks related to unauthorized resellers.

Merline McGregor, Managing Director of Pattern Australia, pointed out the challenges posed by unauthorized resellers, stating, "They can damage brand value by listing incorrect product or brand information." To combat this issue, Pattern has developed proprietary software called Predict, which provides brands with the necessary visibility and control to manage their online presence effectively.

Since collaborating with Pattern, EssilorLuxottica has successfully improved its Buy Box percentage from 66% at launch to 85% by September 2024. This improvement reflects the effectiveness of the partnership in enhancing brand reputation and customer experience. Furniss concluded, "Pattern's analytics and monitoring capabilities give us a deeper understanding of marketplace dynamics, helping to distinguish between suspected unauthorized resellers and authorized wholesalers operating globally."

The partnership between EssilorLuxottica and Pattern represents a significant step forward in the eyewear industry, particularly in the Australian market. By leveraging the power of online marketplaces, EssilorLuxottica aims to connect with a wider audience while ensuring that customers receive authentic products. As online shopping continues to evolve, this collaboration sets a precedent for how brands can effectively navigate the complexities of ecommerce and enhance their market presence.