BUYER’S FORUM

A New Season Is Ready to Bloom

Making room for new inventory means moving the old product out, profitably

Oh trade show season, it’s a time that tempts buyers’ hearts. And with some truly good deals to be had and truly innovative product to add, getting out the checkbook really is a good idea. But now you’re back in the shop and boxes are starting to arrive.

What’s a buyer to do that will make space on the boards, and what lessons can you take from the leftovers?

Typical turns on eyewear run six months to a year. If a product doesn’t sell, it’s often returned to the vendor for credit. Deal with returns from the very start by purchasing with the right mindset.

“It’s best to get rid of products when you’re buying them,” says Nate Ogura, owner of Eyes on Fremont in Seattle. “It seems people buy frames based on a vendor’s return policies. Instead, buy a frame that meets your selection criteria that you can sell and make money with. Don’t buy a frame so that you can return it a year later.”

LESSONS TO LEARN

CUSTOMER COMMUNICATION. While consumers like a discount, in the case of eyewear, they may have concerns. “Eyewear purchases are not like end-of-the-season clearance sales at clothing stores,” underscores Andrea Reis, clinical manager, optical and regional eye network, David, Duehr Dean/Regent Optical in Wisconsin.

“Many people are hesitant to purchase a frame they think won’t be supported months out from the purchase, even with a warranty.” Be ready to help them with assurance that your shop will stand by all of its products.

BUYING BLINDNESS. When repetitive buying happens, whether it’s due to strong personal preferences, relationships with particular vendors, or simply coincidence, you may have to thin inventory and break up what has become a tedious board.

“For a while we had the same frame products; they all looked like the same shape and style,” recalls Larry Christopher, LDO, manager of Sam’s Club Vision Center in Memphis.

“The company tends to do one-time brand buys. Because of many factors, including some employee input, Sam’s is now more diligent about product variety and turning product brands and styles every six months to a year. Unsold product is returned to the vendor,” he adds.

Next time you’re heading into a buying appointment, think about what you don’t have…and what you already have plenty of, then start writing your thoughtful orders for the next season.

— Karlen McLean and Amy Spiezio