BeyondTheBrand

Merchandising for Dollars

Boost sales with these targeted tips from display-savvy ECPs

Solid merchandising efforts at In Focus Eyecare (top three photos) and Carson Mall Optometry

Are your frames merchandised properly to meet today's challenges? The 2008 Eyecare Business Market Study found that while eyecare professionals said the stagnant economy is their biggest business challenge, most also said eyeglasses were the area with the biggest growth opportunity. How can you capitalize on this profit potential?

The market study revealed that nearly 50 percent of ECPs display between 500 and 1,000 frames, so it's clear that one of the best business strategies is to focus on impactful merchandising in the dispensary. With so much riding on the booming eyewear category, why take chances with store merchandising and displays? These key tips from veteran ECPs across the country will help you make a commitment to retailing in a medical environment and presenting product properly for an increased bottom line.

1 Creating Visual Excitement

Make an impact in the dispensary with merchandising tactics that pack a punch. "You have to make your displays exciting," says Cathy Wilson, lead optician at South County Eyecare in Lake Forest, Calif. "Create an environment that actually makes the customer want to go in and look, something that draws them right in." One sure-fire way to accomplish this is to display enough frames in the dispensary to pique their interest. "Try to vary it and pick different types of frames," says Wilson, who also notes that South County has several people helping with frame buying to allow different perspectives. "Working with your rep is also very helpful because it brings a different view on what's hot and what's coming up."

2 Displaying with Panache

Many ECPs are eschewing conventional frame boards for unique, eye-catching displays to show off their frame styles. At the recently opened In Focus Eyecare in Baxter Village, N.C., Andrea Neff, OD employs wall-mounted frame displays that make the frames look like they are "floating." At the San Diego-based Northpark Optometry, optometric assistant Lizette Deramos says they have cases, glass shelves, and a few frame risers. "It all makes our dispensary look a little more boutiquey," she says.

3 Avoiding the P.O.P. Proliferation

While point-of-purchase materials are excellent tools for drawing attention to your brands and frame displays, savvy merchandisers try to avoid using too much of a good thing. In Focus Eyecare utilizes a fair amount of P.O.P., but it also makes sure to display it tastefully. "We keep it right with the glasses," says Dr. Neff, "and we try to have the frame in stock that is portrayed in the picture." Northpark Optometry also relies on their reps to keep their P.O.P. up-to-date. "We try to change it up frequently," says Deramos. "We use P.O.P. on the shelves to liven up the look of the displays."

4 Using Non-Optical Displays

Some dispensers find merchandising success by supplementing their P.O.P. with additional props that relate to their brands and frame styles. Jennifer Cantillon, office manager at Carson Mall Optometry in Carson, Calif., says they often purchase special items to highlight certain lines. For example, they recently displayed flowered Hawaiian leis for the Op collection of frames in their regularly revolving window display. The frames featured in their window are also promoted with a 25-percent-off special sale. "This year, we are also featuring related trunk shows hosted by the line reps," says Cantillon.