Essilor Luxottica Data-led Performance Marketing
Using first-party customer data, Sonar delivered a personalised digital strategy that dramatically increased reach, engagement, and conversion for Essilor Luxottica.
The Challenge
Essilor Luxottica (EL), Australia’s leading reseller of luxury, lifestyle, and sporting eyewear, manages some of the world’s most recognised brands including: Prada, Oakley, and Ray-Ban.
Despite their strong brand portfolio, EL needed a more sophisticated way to leverage customer data across their wholesale network in order to improve digital performance, increase in-store foot traffic, and drive stronger online sales conversion.
Their existing approach wasn’t fully capitalising on the depth of first-party data available across brands and retail partners. While EL understood broad demographic segments, they lacked granular insights into how different customer groups behaved across stores, products, and lifestyle categories.
This made it difficult to tailor digital content, personalise messaging, and optimise campaigns to reach high-value customers at scale.
EL set a clear objective: Use segmented customer data to build a more targeted content and media program that could reach the right customers, improve engagement, and ultimately drive higher-quality conversions both online and in-store.
The Solution
Sonar partnered with EL Australia's Marketing and Sales teams to unlock the power of their first-party data and translate it into actionable digital strategy. Working with one of EL's largest independent retailers, we began by aligning consumer personas across all major product brands and mapping them against over 800,000 rows of store POS data. Including brand affinity, SKU performance, geo-data, gender, age ranges, lifestyle indicators, and detailed purchase behaviours.
This analysis revealed high-value audience segments and behaviour patterns that could be used to refine targeting and content strategy. From there, Sonar developed a segmentation model that identified both existing loyal customers and look-alike prospects across channels. Using these insights, we built a personalised digital content and targeting program designed to:
- Strengthen social and search performance
- Increase relevance of creative and messaging
- Guide high-potential audiences toward in-store visits and online purchases
- Improve brand engagement across Luxottica’s portfolio
Sonar then translated the segmentation insights into clear content plans and channel strategies ensuring that every message, platform, and audience selection was backed by behavioural data and aligned to commercial outcomes.
The Results
The transformation delivered powerful uplifts across EL's digital ecosystem:
- 300% uplift in reach and online traffic
Sonar’s customer segmentation and personalised content approach dramatically expanded EL's ability to reach the right customers with the right message.
- 25%+ increase in eye-test bookings
Content targeting aligned to customer motivations and product preferences generated significantly stronger conversion performance.
- More relevant audiences, stronger ROI
By unifying first-party data with digital targeting, EL gained a personalised, high-performance acquisition engine that strengthened both brand engagement and commercial outcomes. The result was a more intelligent, data-driven marketing program that helped one of EL's largest partners deliver a better customer experience and extract more value from every digital interaction.
