Eye on Accessories
Positioning accessories as gifts
By Marcy Bruch

While most dispensers know the value of carrying eyewear accessories such as chains, cases, cleaning kits, and sun clips, not everyone knows how to merchandise them so they are viewed as potential gift items as well as impulse buys.

With the holidays about to arrive, now is the time to start placing your eyewear accessories in a different light. By doing so, you are more likely to glean greater profit during the buying frenzy of the holiday season.

California Optical's drawstring eyeglass cases

BOX IT UP, WRAP IT UP

Accessory buyers for department stores are masters at merchandising what is known as "boxed goods" on tabletops during the holiday season, making it easy for customers to pick up a stocking stuffer on their way out the door.

This fourth-quarter business is so vital that buyers' budgets include money allocated specifically for the boxed goods category. The merchandise may be slippers for under $20, or it might be costume jewelry. These items are placed on a tabletop in a high-traffic area--either along the side of a major aisle or smack in the middle of a concourse. What distinguishes them from year-round merchandise is that they are always boxed up for easy wrapping. In some cases, these items are actually gift-wrapped, tempting convenience-oriented buyers.

Understanding the power of convenience when it comes to positioning eyewear accessories as gifts, Michelle Rock, an optician for Doctors Vision Center in Wilmington, N.C., keeps holiday wrapping paper, gift bags, and colorful tissue paper at the ready to package presents for every occasion.

"Gift wrapping adds an extra dimension to our service," she says. Rock adds there's another good reason for keeping gift wrap on hand: "If there are customers who have to wait longer than expected because of a problem with our lab, or they are otherwise unhappy with service, we wrap a chain, case, or cleaning kit and present it to them as a gift to smooth things over and reestablish good will."

In addition to keeping generic wrapping paper that's suitable for birthdays, anniversaries, or showers, Rock has holiday-themed gift wrap for Christmas, Hanukkah, and Valentine's Day.

	Hilco's animal print cleaning cloths make great stocking stuffers

KNOW YOUR MARKET

At Rowan Eye Center in New Port Richey, Fla., optician Debbie Smith capitalizes on the fact that there are many senior citizens in the area who can always use an extra pair of readers. Also knowing they make great gifts, she merchandises them inside Christmas stockings during winter or in Easter baskets in spring. For Mother's Day she simply showcases them with a gift bag.

"I also do very well with reader retainers that look like necklaces and will merchandise the necklace holder hanging outside the stocking or gift bag along with a pair of readers," she says.

Rock has even created eyecare gift baskets that include cleaning solution and cleaning cloths, along with coordinating cases and chains.

"Wrap the basket up in shrink wrap, then top it off with a raffia bow, and it makes a great all-occasion gift item," Rock says. For a more personalized present, baskets can be customized to include sunwear or a frame and magnetic clip eyewear package.

Corinne McCormack's Eye Ring in silver is fashionable and functional

DRAW THEM WITH DÉCOR

While gift wrapping and gift baskets are great services for those who have already stepped into your dispensary, there are still other ways to entice those holiday shoppers as they pass by.

The best way to do that is by creating window displays with holiday themes for every season. For example, a Christmas tree in a window could feature eyewear accessories--chains, clips, and cleaning kits--as tree ornaments. Valentine's Day chocolate boxes can show off visor bug clips for safekeeping of sunglasses or ophthalmic eyewear in cars. An Easter basket can nest a medley of repair and cleaning kits.

Avoid deeming an accessory item as not gift worthy, recommends Sue Shire, an optician for Dr. Alan K. Montgomery in Dowagiac, Mich. "Cleaning kits, repair kits, eyeglass chains, and readers may not be the most romantic or luxurious gifts, but they are practical and useful items that make ideal stocking stuffers or thank-you gifts." Shire adds that even sun clips have been purchased as gifts.

Also, enhance your accessories offerings with the work of local artisans. The craftsmanship of local Indians bumps up gift business for Ed Muller, owner of Muller Optical in Albuquerque, N.M.

"I have eyeglass-holder necklaces that are made of genuine turquoise and silver, as well as hand-tooled leather cases that retail from $20 to $40," says Muller. "They are great novelty items that reflect our local flavor and appeal to tourists and regular customers alike."

In fact, Muller says that the more upscale the accessory, the more appropriate it is as a gift. "Semi-precious stone eyeglass chains and high-quality leather cases upgrade a functional item into something that's luxurious and special." And for many, that's what gift giving is all about.