BeyondTheBrand

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Can Merchandising Really Boost Sales?

"In a word, the answer is "Yes." Merchandising is an invaluable business tool for competitive optical dispensaries. Here at ClearVision, we strive to boost your sales and make merchandising a breeze with our targeted and aesthetically appealing P.O.P., displays, and programs. Are you maximizing your full profit potential with merchandising?

The History ClearVision founder Fred Friedfeld, who launched the company in 1949, tells it like it was…and is. Q: How many U.S. frame suppliers were in the business when you started out? At the time, frame suppliers were simply distributors for American manufacturers. There were many local state distributors but there were no national suppliers at that time. During our first year of business, ClearVision distributed about 16 frame styles from four manufacturers. We were also a supplier of optical lenses. Q: At that time, what was the industry's average retail pricepoint? The wholesale price of frames sold averaged about $2.55 and the retail price was $8. Q: What is a key change you've seen over the years? The main change is that we went from a few basic styles in 1949 to thousands of frames and sunglasses in the market today that are made with a wide variety of materials. Q: What advice do you have for optical retailers to survive today's turbulent economy? The best advice is to use quality materials and to give excellent service and care to the patient.

1 A Definition

Are you looking to demonstrate your specific position to your market? You can do this effectively by creating a "look" that combines P.O.P. appropriately with your product mix and interior design. To assist you, we carefully design P.O.P. items and create merchandising plans that are specific to each of our brands. As such, these can seamlessly become part of the natural setting in your dispensary.

2 A Reason

Why is merchandising important? Because today's eyewear market is so competitive, displays that capture the attention of the consumer are critical. They draw that consumer to your dispensary's brands. Solid merchandising plans can give your location even more credibility in the marketplace and help set you apart from mass market and chain retailers.

3 Boosting Sales

Good merchandising has been proven to boost frame sales as well as the average sale price of the frames sold. Creating a better retail environment to increase sales is the goal of all retailers, including optical retailers. Solid merchandising tactics can help you meet this goal, even in these turbulent economic times.

4 What We Offer

ClearVision offers a wealth of P.O.P. items that are free of charge to our customers, including brand ID plaques, mirrors, light boxes with Duratrans, posters, counter cards, and creative window and in-case displays. Additionally, we can provide you with complete frame board merchandising plans and our sales consultants can help you set up displays to keep your dispensary looking fresh. ClearVision can also provide a complete office redesign via our relationship with Fashion Optical Displays. As you can see, we go far beyond just offering P.O.P. We truly listen to your needs."

The Customer In Focus

HOW ONE CLEARVISION CLIENT GREW THEIR BUSINESS BY UPGRADING THEIR LOCATION AND THEIR LOOK

David Friedfeld, President, and Peter Friedfeld, Executive Vice President ClearVision Optical

Less than a year ago, optometrist Gary Scearce's practice was located in a medical complex up a flight of stairs in a building where, he says, their name got lost on a small sign with 12 other offices. This visibility issue, coupled with the fact that elderly patients were having a hard time with the stairs, prompted Dr. Scearce to move his Crown Point, Indiana-based optical business, Eagle Eye Optique, after 28 years in this location.

"People had no clue we were there," he says. "Now, in our new location, we have proper signage, better exposure, and good parking."

Not to mention a whole new look, higher-end product assortment, and targeted merchandising strategies. All these changes, including the move to a single-level, street-front location, have been a boon to business. "We get a lot of drive-by traffic now and we have had a lot of walk-ins and new patients," says Vicky Scearce, Dr. Scearce's wife and the practice's optometric technician and office manager.

Here, we ask this optometric couple about their vision for designing and merchandising a new, higher-end optical shop.

Q: What was your design concept?

Gary: We decided that instead of being like every other optical up and down the street, we wanted to make it more boutiquey. So, we took some field trips to Chicago and other places to get ideas. It was a beauty shop before, so we gutted the whole thing and started over. We are very happy with our upscale look and we also brought in lines that convey that higher-end image.

Q: How do you display frames?

Gary: Instead of frame boards, we have glass shelves and mirrors on the back wall plus big, shelved display units in the center of the room from a local furniture store that are highlighted by interesting spotlights. We also used cherry wood desks instead of laminated dispensing tables. We probably spent less than $10,000 on all the furnishings.

Q: Did you change your frame assortment?

Vicky: We brought in lines that conveyed the higher-end image we wanted. Now we have over 500 frames on display within about 20 different lines. The frames are separated out by brand and we use small plaques as brand IDs.

Q: How do you use P.O.P. effectively?

Vicky: As a general rule, being a higher-end shop, we want the frames to speak for themselves but we do use some merchandising materials to accent. In addition to the brand plaques we also use pieces such as the Cole Haan dispensing tray and a dispensing mirror also from Cole Haan. We also do some other props of our own that fit with the brands, such as a little motorcycle, Hawaiian flowers, and a crystal candleholder. We try to keep it clean and mix subtle colors, patterns, and textures.

Q: What do customers see first when they walk in the door?

Gary: They would see our three large glass display units where we keep the upper-end items. There is also a full-length picture of an eagle in flight that coordinates with our name. It is visible from the front windows and it's under a spotlight 24/7. It really pops from the street.