Add-On Sales Add Up
How merchandising accessories can boost your bottom line
By Marcy Bruch

Cords, cases, cleaners, and clip-ons. While they don't seem like big ticket items in and of themselves, add them to most of your frame sales, and you would be surprised at how these impulse purchases start bumping up profits. The challenge is making these accessories worth their weight in gold without tying up too much space and inventory. Here's how some dispensers have made eyewear accessories a worthwhile profit center.

Above: California Optical Carnival cases

CLIP-ON CASH

In order to get the biggest boost in profits, it's always best to start at the top end of the price spectrum. And for many dispensers, the highest-ticketed accessories they carry are sunwear clip-ons. According to Sandy Authier, co-owner of Authier Miller Pape Eyewear Consultants in Norfolk, Neb., her dispensary's clip-on sales have increased by 50 percent over the past year. "Since our customers are spending more on added-value features like AR coatings and titanium frames, they are reluctant to spend another $100 on prescription sunwear at the same time, so buying polarized clip-ons is a compromise," says Authier.

Part of the practice's clip-on growth can be credited to using a clip-on demonstrator kit that offers six eye shapes in both small and standard sizes in a wide range of finishes, which make matching a clip to virtually any frame a no brainer. "Sizes range from 42 to 56mm; there's ovals, rectangles, squares, cat-eyes, and even round shapes available in pewter, silver, bronze, gold, or tortoise. The clip-ons come in a choice of brown or gray polarized lenses and retail for $35," she adds.

The benefit of the kit is that it includes a sample of every shape and finish within a small box, so it doesn't take up any board space. What's more, says Authier, she doesn't have to invest in any inventory. "We just order the clips as needed from the manufacturer, and they get them to us in three to four days. For the most part, our customers are fine with that, but if they really want the clips right away, we just give them the sample in the kit and order a replacement."

A New York Eye animal print case from Hart Specialties	Hilco Stringer cords

ENCOURAGE MULTIPLE SALES

Clip-on sales have been growing for Pam Cox, an optician at Easely Eye in Easely, S.C., as well. "At $30 a pair, many of our clients can justify buying two pairs: one to keep in a car and another to keep in a boat. It's good to have a second pair as a backup," she says.

Easely Eye has a freestanding tower filled with clip-ons that's placed in an area dedicated entirely to eyewear accessories. "During the summer months, about 30 percent of our sales come from items like clip-ons, cords, cleaners, and cases. We have a lot of golfers and boaters who depend on these items to use, maintain, and hold on to their eyewear during sporting activities," Cox says. Dedicating space to accessories, tells your clientele that you are full-service center.

	Walman Optical's Clip-on Demonstrator Kit

CORDS, CLEANING CLOTHS, AND REPAIR KITS

While Kelly Loupis, an optician for Hill Opticians in Hanover, N.H., says her biggest accessory margins come from clip-ons as well, she also does high volume in cords and cleaning cloths. Since Hill Opticians is located near ski resorts and lakes, after clip-ons and lens cloths, its third best-selling accessory item is eyewear cords. "People want them for skiing in the winter and fishing in the summer," she says.

The add-on items are displayed on a freestanding tower, so they practically sell themselves. "When our customers fill out a lifestyle questionnaire and we find out they are engaged in sporting activities, we make sure to recommend the cords too," she says.

Her cleaning-kit business has also picked up. "With more people wearing glasses that have AR coatings, they need tools to keep their glasses clean, so we offer spray cleaner and cleaning cloths that come in novelty prints with animal patterns, soccer balls, and other motifs that people find amusing."

Clients are encouraged to buy multiple cleaning kits so they can keep one in their car glove compartment, and another at home or in the office. The best way to merchandise cleaning kits, Loupis says, is next to the cash register. "It reminds dispensers to suggest the item as an add-on sale, and gives customers an opportunity to add it to the sale on their own."

Merchandising repair kits next to the cash register is effective for Benny Shor, owner of Diamond Vision in Brooklyn, N.Y. Selling screw kits for $10 to $15, his sales for these repair sets practically double during the summer months when his clients get ready to hit the road.

Microvision readers style I Love New York for Rem Eyewear

"People buy them to have on hand for when they go on vacation," he says. "Because if their glasses break while they're away, they can't come to me to get them fixed."

It's important, however, to demonstrate to customers how repair kits work so do-it-yourselfers don't jam a screw during a repair attempt. "Some kits even come with a magnifying glass to make the self-repair job easier," Shor says. "Your customers need to maintain their eyewear one way or another, so better they buy the cleaning and repair kits here rather than some place down the road."

Still, be aware of the pitfalls of encouraging patients to maintain the mechanics of their own frames. A customer of Mike Brown, owner of Perspectacles in Carmel, Calif., ruined a pair of glasses with a self-repair kit and tried to sue Brown for the damages, providing the dispenser with a potentially expensive lesson.

"I would rather have them come to me to repair the glasses properly because I don't want to be expected to replace their broken frames," Brown says.

NOVELTY CASES AND READERS

	Nanofilm's cleaning kit

On the positive side, Brown has been successful selling novelty printed cases for around $25 apiece. "Carmel draws a lot of tourists, so when they see these Nicole Miller print cases with golf clubs, cigars, or cats, they're willing to pay a premium because it reflects their passions and hobbies while making a great souvenir," he says.

In addition, Brown partitions off a self-serve reader area with a mirror surrounded by top-counter displays so people can try on a variety of readers without tying up a dispenser's valuable time. "For a sale under $50, I don't want to invest a lot of time with someone buying readers. What's more, they don't need anyone looking over their shoulders," says Brown.

Like the cases, tourists find mini-fold readers with gadgetry features and pen readers functional and fun at the same time. "The key is to make these items easy for people to buy without tying up your sales staff," says Brown. If you merchandise these accessories properly to encourage impulse purchases, those add-on sales can really add up.