buyer’s forum
Their Hero
Amy Spiezio
In a world where the sports obsessed regularly paint their faces and bodies in their team’s colors and Super Bowl is practically a national holiday, it’s nowhere near crazy for an optician to think these superfans won’t buy eyeglasses or sunglasses enhanced with team-centric colors and logos or athletic endorsement to show their support for their favorite sport.
“Athlete-inspired products appeal to consumers for many reasons, including the fact that they allow the sports fan to have a connection with or support their favorite athlete,” says Jackie Vanderweil, marketing manager at N3L Optics, the 15-store retailer of performance sports eyewear and one of the subjects for our frame feature on “Strategies for Selling to Spectators.”
Though weekend athletes and serious hobbyists may be the first tier of potential buyers for sports-oriented eyewear, the next tier includes those who populate the sidelines and the bleachers and get their exercise from cheering on the home team.
Also consider promoting eyewear for fans of sports outside of the major leagues. Golf and tennis afficionados may not be playing the greens and courts, but they still want to see the ball during live events; the same goes for winter sports fans who will be fighting glare right along with the pros they are watching. There are dozens of professional sports drawing fans, from rodeo to ultimate frisbee. With so many eyes on athletes, it’s time that someone thinks about the needs of those fans’ eyes.
| Inventory Question of the Month |
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When it comes to sports eyewear: - The dispensary has a small display for sports fans and athletes together. - If you consider shopping a sport, we’ve got that covered. - Sports participation and watching is a lifestyle activity and we cater to it at our practice. Cast your vote on EB’s Facebook page: facebook.com/eyecarebusiness |
| EYE WIN! |
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Vision and Sports SuccessThe connection between vision and sports doesn’t end with “keep your eye on the ball.” According to the American Optometric Association, there are a number of critical vision skills that are important for sports. The AOA website (aoa.org) gives a rundown of some of the most important factors. DYNAMIC VISUAL ACUITYThe ability to clearly see objects while you and/or the objects are moving fast. VISUAL CONCENTRATIONDistracted by things that are happening around you? “Visual concentration is the ability to screen out these distractions and stay focused on the ball or the target.” EYE TRACKINGThe technical term for keeping your eye on the ball. “Follow objects without much head motion. Eye tracking helps you maintain better balance and react to the situation more quickly.” EYE-HAND-BODY COORDINATION“How your hands, feet, and body and other muscles respond to the information gathered through your eyes.” This affects both timing and body control. PERIPHERAL VISIONWhen a soccer player sees a teammate out of the corner of his or her eye, the player is using peripheral vision. VISUAL REACTION TIMEThe speed with which your brain interprets and reacts to your opponent’s action. DEPTH PERCEPTIONThe accurate, fast judgement of the distance between the ball, opponents, sidelines, objects, and you. |
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