By Eleanor Reader
Luxottica Retail Australia, an Australian subsidiary of the luxury goods manufacturer and distributor Luxottica Group, has become the first SAP customer in Asia Pacific Japan to go live with SAP Social Media Analytics by NetBase.
The on-demand solution allows the company, which has signed up for a 24-month subscription, to instantly see a summary of net sentiment expressed from consumers on social media for selected topics and brands.
Luxottica’s decision to implement the solution was driven by a need to make rapid business decisions based on online sentiment, according to SAP.
The company found it wasn’t equipped to gain insights from customers on the web, and in turn couldn’t create campaigns that would respond to consumer behaviour in real time.
Greg Harbor, regional vice president – cloud sales and GTM, SAP APJ said the solution provides Luxottica’s marketing team with accurate, real time analytics that allow them 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. [The company] uses the solution not only to monitor brands in Australia but also global trends,” he said.
CIO of Luxottica Retail Asia Pacific, Stephen McKinnon, said the solution has already provided a rapid return on investment, a quick sales cycle and has given the brand a huge opportunity to talk to customers they wouldn’t normally engage with.
“This solution has the power to engage even the most sceptical social media Luddites,” he said.
“It 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.”
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