Wake Up Call

Think healthy sunwear sales are only a dream? The right presentation techniques can boost sleepy sales

By Amy Spiezio

Photography by
Peter Baker

Styling by
Meredith Gray

Hair and Makeup by
Michael Burgess

Model:
Leah Bosch,
Johnston Agency

Rather than hitting the snooze button on sunwear sales and leaving the profits to drug and department stores, or big box and non-optical specialty shops, make this segment rise and shine.

When the cooler days of fall begin, it's not time to box up the bulk of your sunwear. In fact, it's an opportunity to promote further product sales.

Potential sunwear focuses include:

Back-to-school sunwear preparations. Fitting the kids for school is a prime opportunity to emphasize the importance of sunwear and UV protection for the younger set.

The high school and college age groups will also be looking for the opportunity to pick up the latest sunglass styles they catch on YouTube movies, MTV, or the endless supply of entertainment magazines and websites.

Grown-up consideration. With the kids safely ensconced back in school, it's time for parents to take a little time for themselves.

Promote trunk shows and events that are focused on fun for parents and adults.

Snowbird roundup. Why should your local senior patients wait until they get to their winter destination to buy their sunglasses for the winter season? Encourage these patients to stop in before they fly off, then encourage them to prepare their eyewear for their trip.

Display effectively. The sunglass center in the back corner of the dispensary may work like a charm from Memorial through Labor Day. After that, however, patients may skip over the sun and head to other areas of the dispensary.

Keep sunglasses in the mix by blending styles in with men's, women's, and children's ophthalmic sections. Year-round sports areas should also provide a home for the latest performance sunwear.

Sell consistently. According to report from ARM Research, about 70 percent of actual buying decisions are made only after the customer is inside the store. Just because a patient came in for a pair of ophthalmic eyewear doesn't mean that they may not need sunwear, too. It may just take a savvy dispenser to present the option. If you can wake up to that fact, your sunwear sales will rise and shine. FB