Pairing Up for Sales

WHY SELLING IN TWOS CAN BENEFIT YOUR BOTTOM LINE

The power of two can be realized in the dispensary when eyecare professionals choose to merchandise their frame styles in two colors instead of just one hue. Why does this display tactic have impact?

■ You'll deliver a better presentation at retail–your entire retail environment will look more designed, more comfortable to shop, and easier to navigate.

■ Your dispensary will show off a better conceptual story for each of your brands–and your products look like they are merchandised in collections rather than as individual pieces.

■ You capitalize on the attraction of color–merchandising in twos encourages the display of color options besides brown.

How does merchandising in twos work? If your dispensary has, for example, 500 frame spots that include 500 unique frame styles, this unfocused selection could make your patient's decision-making process much more difficult. This type of inventory can also be much harder and more time consuming to manage.

Conversely, if you feature 250 unique models (each shown in two colors per style), your 500 frames suddenly take on a more appealing, well-merchandised look and become easier to manage. Your focused assortment will also help reduce returns and increase fill rate.

500 Spots–Merchandised as ‘Onesies’

500 Spots–Merchandised as ‘Twosies’

The choice to merchandise in twos is made when products are ordered for your dispensary. When selecting the right frame assortment for your customer, consider stocking your strongest frames in two colors.

Key Point: the first frames that sell are always the bestsellers. When you merchandise and reorder in two colors, you always have your bestsellers in stock.