Tempest for Costa Del Mar

When it comes to sunwear, the news for dispensers is great- sales are booming for Rx sunwear, plano sunglasses, and clip-ons.

This is due to consumers' growing knowledge of the protective value of quality sunwear, along with the image of sunwear as fashion accessory.

Here are tips from dispensers who have already tapped into this lucrative market:

Variety. Make sure you have a lot of sunwear in stock in easy-to-see, clean (no fingerprints) display cases. According to Janet Cunningham-Irwin of Birmingham, Ala., "Dispensers can't just offer customers four or five pairs and expect to make a lot of sales. You need to have quite a number in different colors with choices of frames to sell a lot." She adds that you should include a range of prices, keeping in mind that patients most often will buy something in the middle, not high-end, range.

Personal presentation. Don't just tell customers why certain features, such as polarization, are important-show them! Many manufacturers offer polarization displays that demonstrate how it cuts glare. According to Cunningham-Irwin, it really takes only five minutes to demonstrate polarized lenses, but once a customer is hooked, he or she will likely request them for years to come.

Know your inventory. Kathryn Dabbs Schramm of Mission Viejo, Calif. believes dispensers should thoroughly understand products' functions and features, and should explain their importance in protecting the eyes from ultraviolet rays, especially for children.

Know your patient. Sit down and ask specific questions about their needs and lifestyle. Do they like to water ski or snow ski? Do they spend a lot of time at the beach? If you don't make the right recommendations for certain individuals, they won't come back. For instance, Schramm cautions, "Don't give someone sunglasses with a green lens if they want sunglasses for the snow. You must understand that a brown lens is best for the blue glare reflected from the snow."

Health and safety. During the eye exam, recommend the benefits of UV protection. That way, when the patient comes to the dispensary, he or she already will understand the medical need for sunglasses. According to Paula Newsome, O.D., "The effects of UV rays causes me to inform all my patients about sunwear."

This is especially important with contact lenses. Cunningham-Irwin cites a study that found most new contact lens patients buy a pair of non-prescription sunglasses within 24 hours of being fitted with contacts. "If you don't offer them at a reasonable price, then they'll go to their drugstore," she says.

Be creative. Schramm has found that interspersing sunglasses and clip-ons with regular glasses in age-specific sections stimulates conversations and sales. Cunningham-Irwin suggests considering package pricing of prescription sunwear, such as one price for polarized glasses, plus a mirrored front, and AR-coated back. "These details make buying the glasses a lot more palatable to the customer." Sunwear sales have never looked sunnier. Follow these tips, and you'll increase your business and expand your bottom line. EB