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Whether die-hard sports enthusiasts, casual sport participants, fitness aficionados, or simply sport spectators, it's clear that more and more Americans lead active lifestyles, with many making some kind of sport or activity part of their daily routine. And always looking to be at the top of their game, they welcome any products that will help them improve their performance or look the part--a fact recognized by sports eyewear manufacturers and dispensers alike. 

Like many sports equipment categories, the sports eyewear market is reaping the benefits of this flourishing market. The big question: Who's getting the retail business? The logical answer would be optical retailers, whose service, product knowledge, and individual attention give them an edge and perfectly positions them to reap the benefits of this fast-growing category that welcomes high-ticket items and higher margins. And who better to sell the highly technical attributes of sports eyewear than those deeply familiar with the product?

Well, many optical retailers don't see it that way. Instead, many are simply handing the business over to sporting goods specialty stores and chains. To fight back, optical retailers must use their professional expertise to lure sports eyewear consumers away from the competition and into their optical dispensaries.

FIGHTING BACK
Most experts agree that optical retailers don't dedicate enough inventory to sports eyewear. In fact, most say the category represents merely five to 10 percent of most frame mixes. "Consumers are interested in fulfilling a full range of needs for their eyes and are looking for a diverse mix of products," says one industry veteran. "So dispensers need to dedicate more than five or 10 percent of their assortments to it. That doesn't mean they have to be Oshman's or the Sports Authority to be successful. Dispensers just need to create an environment where the customer has many choices available to him."

The most obvious edge optical retailers have over the competition is that they have the Rx market to call their own.

From a prescription standpoint, Randy Scott, owner of Art Optics in Aspen, Colo., who reports that 20 percent of his revenue comes from sports eyewear sales, uses local sport stores to his advantage. "I have established relationships with the local ski shop, bike shop, and sporting goods store in my area," he says. "If they have any customers who are interested in buying a frame, but want Rx lenses, I tell them to send the customers my way. I'll even put an Rx lens in a frame the customer bought from my competitor. But next time, he'll come to me first."

For their part, manufacturers are just beginning to scratch the surface of Rx-able sports eyewear and sunwear products. The current hurdle sports eyewear suppliers face is offering prescription lenses in the ever popular wrap frames.

In most of these eyewear styles, the Rx lens is attached by a clip, called an Rx insert, that is placed behind the plano lens. This is necessary because distortion sometimes occurs when a prescription is placed in a lens that have even the slightest curve.

The problem with some Rx inserts, however, is that some cause a small degree of distortion and added weight, according to experts. Manufacturers, though, are constantly improving on wrap sport styles that offer Rx-able lenses.

A WINNING STRATEGY

Get involved in the community. Let people know you carry sports eyewear. "It's important that my whole staff be active in the community," says Harry Allen, owner of Optics, a three-location optical store in High Point, N. C. Allen helps his employees from a financial standpoint to join civic groups, church groups, and coach teams. "We make a living in the community," he says. "By getting involved, people see that we care about the community."

Among other things, Allen sponsors a local professional fisherman, who promotes his store; speaks to local Lion's Clubs--whose primary mission is to help the vision impaired--about the importance of eye protection; and regularly donates glasses to local churches and civic groups. Allen also visits local schools to give lectures to students on eye safety.

Service, service, service. "We have to emphasize our professionalism and remember that we aren't just salespeople, we are licensed opticians," says Bernice Olivetti, buyer for Leonard Poll Opticians in New York City. "We are more educated on how to explain the features and benefits of prescription lenses, and we should use it to our advantage."

Allen, who suggests a follow-up call to all customers about a week after a purchase, agrees.

"Products like polarized lenses and many prescription lens inserts take some getting used to," he says. "Customers appreciate a call to see how their eyewear is working out--and it brings them back." He also suggests taking care of customers with gestures like replacing scratched lenses for free.

Create visibility with effective displays. Many experts suggest merchandising sports eyewear in windows or dedicating an entire section of the store to it. Several manufacturers offer countercards that feature various professional athletes wearing eyewear so dispensers can sell with the "do like the professional do" approach. Allen also suggests featuring seasonally appropriate displays. For instance, he suggests featuring a fishing display in the spring with fishing poles, fishing apparel, a variety of polarized sunwear styles, and literature explaining the features and benefits of polarized lenses.

Others suggest displaying eyewear so that people can pick them up and try them on. "By locking them up in a closed display fixture, the eyewear is unapproachable," says one supplier.

Advertise locally. Many optical retailers argue, though, that advertising specifically for sports eyewear--a small part of many assortments--is beyond their means. If this is the case, there are many advertising approaches that are less costly than the local radio station or newspaper. Mary Kramer, buyer for Sports Eyewear, a sports eyewear-only dispensary in Overland Park, Kan., suggests advertising in local phone books, high school newspapers, church bulletins, and even programs given out at local sporting events--including Little League, intramural sports, and school-sponsored sports.

Regardless of the approach, optical retailers need to entice sports eyewear consumers to visit their dispensaries--where service, product knowledge, and individual attention are staples--rather than sporting good stores, where eyewear is just considered sports equipment. EB