the sun still shines

Keep sunwear in mind as a strong second-pair sales booster

By Amy Spiezio

Now more than ever, offering eyewear consumers a full-service package can be the key to maintaining good relationships and a steady stream of sales. If you're forgetting the importance of sunwear in the eyecare equation, your bottom line and customer satisfaction levels will provide a reminder.

A sunwear sale is a great way to wrap up a visit to the dispensary. After day-to-day eyewear is selected, shopping for sunwear can be an easy way to keep buyers in the shop and buying. The key is to understand what each client needs and to have the inventory in place to meet those needs.

HEALTHY EYES

First and foremost, sunglasses are designed for eye protection. Even those movie stars seldom seen without their shades are not just privacy-fixated and fashion-driven—they're ensuring that squinting wrinkles are minimized and flash-bulb bursts aren't blinding.

In your practice, promote the importance of sunwear. Consider taking a page from the Australians, who marked February 28 as "Sunnies for Sight Day." Each year, Australian men, women, and children are encouraged to wear sunglasses throughout the day to promote awareness of the eyewear's importance for health.

Every generation should be told a compelling story about the importance of sunwear for day-to-day use.

The under 18 set: This is the time of life when people tend to get exposed to the most sunlight, and the time Americans are least likely equipped with sunwear.

Adults: Cataract and macular degeneration prevention—along with wrinkle blocking and skin cancer prevention—are strong selling stories.

SPORTS SENSATIONS

The sports market is filled with committed professionals and devoted amateurs who are interested in increasing their performance quality.

Sunwear with specific appeal to sporting enthusiasts include features such as changeable lenses and noslip nosepads and temple tips that ensure eyewear stays in place regardless of sweating.

Sports sunwear can meet particular performance needs, such as defogging styles with vents to allow air circulation and removable seals that protect wearers from dry, dusty environments while allowing adequate circulation.

Photochromic sunwear has also taken hold in the market. In a recent report in The New York Times, a consumer tester found photochromic eyewear, specifically Rudy Project's Noyz with ImpactX photochromic lenses, a functional and high performance option perfect for running.

SOMETHING FOR EVERYONE

In a time where many are focused on their budgets, ECPs can still make a second pair sale by turning to fit-over-type sunwear. Clip-on sunglasses are another popular sunglass strategy, with multiple plano design and color options that are attachable over everyday Rx-wear.

Also, keeping a stock of plano sunglasses is an important service for contact lens wearers. EB