Last Word
by Lindsey Aspinall

Sunny Sales
What works best for sunwear displays and making successful sales?

Most of our sunglasses are located either in the front section of the store or in an area designated exclusively for sun. We have always displayed sunglasses in the front of the store, as they are sexy as well as an eye-catcher.

—Norman Childs, president, Eyetique, Pittsburgh

If you decide to sell sunwear, you should go into it in a big way and accumulate a large inventory so people can find what they want on site. A lot of sunwear purchases are impulse buys. Look at competitors who are dedicated to sunwear only. They have all the styles, colors, and sizes.

—Jay Petersma, OD, Johnston EyeCare, Johnston, Iowa

We put sunwear on dispensing boards closest to the register so they are highly visible. They should be in a visible area because they are often an impulse buy. People may not come into the store specifically looking for sunwear, but they'll try them on and end up liking them.

—Maury Sheffer, OD, EyeOptix Vision and Laser Center,
Charlotte, N.C.

This ongoing Eyecare Business column provides a forum for ECPs across the country to respond to questions affecting the eyecare industry. In this month's column, we pose the question:

Creating the ultimate display

Be Creative

Displays call for creative talents that not all of us possess. If your talents do not lie in this area, it is important to recognize it. If you have others involved in your business, such as a spouse or another family member who does have creative talent, consider dividing the work accordingly. This will greatly improve display quality, not to mention preserve tranquility in family relationships.

Use Your Windows

Window displays are very important. Make them interesting enough to encourage people to come in and see what else you have for them. However, it is also important that potential customers are not able to see everything in the store from the front window, or else they may be reluctant to come inside. Window displays should pique customers' interest and make them want to explore a little further. Avoid putting anything susceptible to sun damage in the window.

Keep it Fresh

You should be constantly researching new ways to display. Whenever you travel to a new town, take in the local shops to pick up new ideas. You can't let your displays become stagnant. You must be constantly updating and changing them to keep customers interested. You may also find ideas at trade shows or in magazines.

Go Wild

Imagination is the key ingredient to planning eye-catching displays. Don't be afraid to do something different, maybe even a little outlandish at times, within the bounds of good taste, of course. The more distinctive your store, the more your customers will remember it. Displays need not look exactly alike, just be sure they blend.

From Entrepreneur.com; originally excerpted from the book Retail in Detail by Ron Bond.
http://www.entrepreneur.com/article/0,4621,322568,00.html