Accessories for Active Lifestyles
What active consumers want to complement their sports sunwear
By Marcy Bruch

Hilco's Dualies leashes

Even though many dispensers admit their total sales for accessories are nominal--anywhere from two to five percent--these impulse items are a great way to bump up the price of an average ticket sale while providing added-value service. "I may only sell one or two eyeglass leashes a week, but it's better my customers buy them from me than somebody else," points out Karen Smith, an optician at Jackson Contact Lens and Vision Clinic, Jackson, Wyo.

What's more, for weekend warriors who push the envelope biking, rafting, snowboarding, mountain climbing, and joining in other adventure sports, the right sunwear accessories can actually enhance their athletic performance. Eyewear retainers hold sunglasses snugly on the head during extreme sports, anti-fog creams help maintain clear vision on the ski slopes, and polarized clip-ons allow golfers to see the ball with their prescription eyewear on a bright, sunny day.

PUMPED-UP PERFORMANCE

"Sports sunwear accessories serve many purposes," notes David Menegay, sports sunwear and accessories buyer for the sunglass chain Iacon, based in Scottsdale, Ariz. "Eyewear retainers prevent the loss of sunwear and help keep sunglasses on the head even during extreme sports. Cases protect the glasses from getting scratched or broken, and cleaning cloths and spray cleaners help maintain the sunwear so it lasts longer."

	Corrine McCormack's patriotic-themed chain, case, and reader

From sales and customer service perspectives, Iacon believes so strongly in the benefits of accessories that all of the nationwide chain's stores carry them.

"We sell a lot of EK Ekcessories' three-way eyewear retainers because you can adjust the cord to however tight or loose you want it. It is especially good for sunglasses with straight temples. You can use the top and side hole of the retainer to angle the cord," explains Menegay.

Another popular accessory item at Iacon is the anti-fog cream Cat Crap, which is applied to sunglasses with a soft cloth, leaving a clear film that prevents fogging on the lenses. "Even though the anti-fog cream retails for only $3.99 and the three-way eyewear retainer sells for $7.99, our customers request these items, and we want to make sure that we're a one-stop shop for all their sport sunwear and accessory needs."

ENCOURAGING IMPULSES

In fact, that's why Terry Johnson, an optician for Dr. Jeffery Dutch and Dr. Amy Marnecheck in Belfast, Maine, bought Fog Buster from Hilco. "I had a patient who requested anti-fog spray because he was going skiing. Rather than just buy one bottle, I bought a whole order of 24, figuring other patients were probably looking for it as well. I placed the bottles in a basket next to the cash register and they're moving out the door."

EK Ekcesssories' Cat Crap anti-fog lens cream

Located in the heart of Denver, Colo., ski country, Bev Rouleau's dispensary, International Optique, doesn't carry any anti-fog accessories, but does sell plenty of cords. "I train my staff to always recommend leashes after they get done selling sport sunwear because it helps ensure people won't lose their new sunwear out on the slopes right after they dropped some $100 for it," she says.

As far as materials go, nylon or neoprene cords are recommended over leather cords for situations where the user can end up dampened by water or snow. "For skiers, the nylon cords work better than the leather cords, because leather straps can bleed color and stain clothing if they get wet," Rouleau says.

"A lot of our patients ski in the winter and go white-water rafting or mountain biking during the summer. For all them, we recommend the nylon or neoprene cords," says Sandra Castleberg, an optician for Kemp Optical in Provo, Utah.

Staying power is key for leashes suited to active lifestyles. "The leashes with the adjustable beads work best, because then you pull the cord tight so sunwear stays on the head snugly. Even if you fall into water while white-water rafting, the sunglasses stay put," she explains.

	Astucci's drawstring soft case

Boaters are enthusiastic consumers of leashes, says Connie Saddler, owner of Eye-Eye-Eye in Key West, Fla. "Down here, sunglasses are worn throughout the day, so leashes help prevent people from losing their sunwear."

Placing the accessories along the path for potential buyers is key. "Display the leashes in a high-traffic area. They'll practically sell themselves," Rouleau says.

To maximize leash sales, Saddler always has a top-of- counter display of leashes and a basket with cases right next to the cash register to encourage impulse buying.

In terms of cases, soft pieces that zip and are malleable enough to fit into a back pocket are ideal for athletes.

"We have a new soft plastic case that's made of the same material that's used for luggage. It's durable and stain-resistant, yet lightweight and easy to carry in a pocket," says Denise Nathanson, co-owner of California Optical.

California Optical's Tech assortment cases

When stocking accessories, keep an eye out for soft eyeglass cases with hooks so people can carry their eyewear in a case and hook it to their belt or belt loop if desired. "Not everyone wants to wear a leash, so this would be another easy, hands-free way of carrying their eyewear with them while they're biking or engaged in physical activity," says Rouleau

CLIP-ON CASH

Polarized clip-ons are a best-selling accessory for customers of Albuquerque's Muller Optical, owned by Ed Muller. The option appeals particularly to golf and tennis afficionados, he says. "We offer the higher-end clip-ons with CR 39 polycarbonate and polarized lenses so our customers can see the ball clearly through their prescription eyewear without glare interfering with their performance."

Like other savvy dispensers who want to bump up their average ticket sale, Muller displays the clips-ons on a top-of-counter display next to the cash register. "At $30 and $40 a clip-on, that's a decent add-on sale," he notes.

WIN BY A NOSE

	Croakies' Terra-Cord

Accessories such as nosepads offer another potential profit booster for dispensers while helping clients improve their sports performance.

"We install silicone nosepads on prescription eyewear for our golfers during the summer and recommend they change them frequently. Silicone nosepads keep their prescription eyewear from sliding down their noses due to perspiration. The silicone pads keep their eyewear snug, even when they sweat. I charge a nominal fee for the service, but it's another way of giving customized service that creates more customer loyalty," Muller says.

So if you're located in an area where sports enthusiasts abound, try adding more sport sunwear accessories to your product mix. You might be surprised at how a few impulse items at $5 a pop can help build more profits.