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What Makes Customers BUY

By Karlen McLean, ABOC, NCLC

What customers see and hear often induces them to act. Here, optical customers speak on what inspires them to invest in new eyewear.

A ONE-TWO PUNCH

Displays are what catch my eye, and a good salesperson closes the deal. I recently bought a pair of reading glasses at my local optical shop. There was no discount, but they gave me a chain to keep them handy around my neck. It was the display that drew me to them.

I also bought a pair of sunglasses in Nordstrom not long ago, and again it was the display that caught my eye. The saleswoman really knew her stuff and helped me pick out a pair that went with my hair.

— Norma Cooper, promotions, events, and special projects director, Bon Voyage Travel, Tucson, Ariz.

ABILITY TO CUSTOMIZE

Being able to choose from a variety of lenses is essential to me. I want the option to customize my lenses to fit my lifestyle and a knowledgeable employee can offer valuable information.

I find it very helpful to see samples of the lenses available: Transitions lenses, tinting, scratch-resistant, high index, anti-reflection, etc. Free gifts like cleaning cloths, cases, and eye drops are nice perks but are low in terms of impacting my final decision.

— Diane Evans, tax manager, Tecumseh Products Company, Ann Arbor, Mich.

EYE-CATCHING ADS

For glasses, I do tend to look at the ads on the walls in the office. The descriptions in the ads don't hit me too much, as I'm typically more concerned with what is comfortable and will look good.

The more the ad jumps at me, the better the chance I'll see it and, more importantly, absorb the message. Yellows and reds in ads get more attention than blues, greens, and browns, even though I typically want a shade of brown frame.

With sunglasses, I notice ultra-modern ads. Oakley does a very good job of creating a cool image that's really simple but lets you know what they're all about.

— Rick Graf, Western region sales director, Clear Channel EB