How Sunshades Eyewear inspired a spike in buyer-submitted orders and increased revenue

Meet the brand

Sunshades Eyewear is the largest locally owned eyewear company in Australia. Serving dual roles as both a manufacturer and distributor of luxury sunglasses, their eyewear is stocked in over 4,300 stores around the globe. In Australia and New Zealand, Sunshades Eyewear is the exclusive distributor of Kering brands Gucci, Saint Laurent, Cartier, Bottega Veneta, Balenciaga, and Chloé, and the national brands Oroton, Cancer Council, Fiorelli, Glarefoil, Tradie, and Provence. The company’s global design and distribution includes such popular brands as Le Specs, Aire, Luv Lou, Ksubi, Solarized, Camilla, The Book Club, and Karen Walker.

The opportunity

Increase buyer engagement to maximize revenue opportunities

After transitioning away from a competing platform and Excel spreadsheets, Sunshades Eyewear started using their NuORDER portal as a hub where buyers and reps can access essential product information and marketing material, in just a few clicks. They realized buyers might submit more orders at their convenience if they felt completely comfortable navigating NuORDER on their own. The team explored NuORDER’s capabilities, then came up with a game plan to motivate buyers.

The solution

Educate and incentivize merchants to increase buyer-submitted orders

Sunshades Eyewear educated buyers on NuORDER’s product functionality to improve the workflow of their order submissions. This ensured buyers would feel at ease submitting orders via NuORDER on their own. Still, the luxury eyewear distributor didn’t stop there. Next, to further incentivize buyer-submitted orders, they used NuORDER Campaigns to email merchants a special, limited-time offer. Every buyer who placed an order over the course of two weeks received an extra 5% discount on standard terms for placing an order via NuORDER themselves. The promotion was a huge success, generating over 100 buyer-generated orders.

Sunshades Eyewear also used NuORDER Campaigns to increase order totals by sending targeted email campaigns (based on industry, specialty, geographic location, and business size). The Campaign content featured strategic curations: New Arrivals, New Campaigns, Bestsellers, Eyewear Trends, As Seen On, Last Chance to Buy, Back in Stock, Global Events, and Trade Show Invitations. These Campaigns drove a 29% YOY increase in buyer-submitted orders and 174 orders were placed YTD as a direct result of the bulk email campaigns.

Their team found more creative ways to put NuORDER’s features to work:

Using availability filters to send Campaigns promoting Immediates

Using Custom Lists to create “Starter Packs” designed to support reps and new customers with their opening orders

Sunshades Eyewear’s Starter Packs highlight the bestselling styles in a new customer’s region and share essential marketing information and material

Analyzing campaign results via the buyer activity report to develop subsequent campaigns

Identifying customers who haven’t logged in or haven’t placed orders via the buyer activity report to help sales reps follow up

Leveraging NuORDER Marketplace emails to expand reach and gain new wholesale accounts

The emails spotlighted Sunshades Eyewear’s partnering brands, generating new connection requests and leading to the acquisition of new wholesale customers

The results

New customers, more buyer-submitted orders and an increase in wholesale revenue

Sunshades Eyewear’s efforts paid off. The luxury company’s Campaigns and Marketplace promotions resulted in new leads via NuORDER connection requests, new wholesale customers, more buyer-submitted orders, and significant gains in wholesale revenue. They also found creative ways to put their wholesale platform to work, welcoming new customers and supporting them as they navigated their first orders. Throughout the process, Sunshades Eyewear gained transformational internal benefits too. Now that their B2B manager collaborates with sales reps and agents on NuORDER best practices, colleagues across departments have gotten to know each other and the entire company is more connected than ever.