Selling sunglasses can be a very profitable retail business when done right. Eye-catching displays play a key role driving impulse purchases amongst warm weather shoppers. If you’re looking to either start or improve a sunglass retail operation, implementing certain best practices is vital.
Order Inventory in Bulk
The cornerstone of any successful sunglass retail business is having sufficient inventory variety and capitalizing on bulk sunglasses order cost savings. Relying on a wholesale sunglasses supplier like Olympic Eyewear gives access to hundreds of styles at far lower prices than small quantity purchases from standard distributors. This allows better profit margins and flexibility catering to shifting consumer preferences. Initially invest in a wide selection of different colored, shaped and branded sunglasses by making a large bulk order.
Strategic Store Layout
Carefully map a store layout focused purely on maximizing sunglass selection visibility, try-on access and display interactivity. Position standing sunglass racks in central aisles and walls across the rear. Keep the sides and most counters sunglass free to avoid blocking views. Allocate some front window space for showcasing featured models rather than relying on faded interior posters. Remove obstructions limiting customer movement or ability to examine multi-sided displays up close.
Trained and Attentive Staff
Invest in training staff to provide excellent customer service. Educate on properly determining glasses best suited for different facial shapes and complexions. Teach measuring pupil distance to pick optimized lens sizes. Staff should actively approach customers to provide assistance rather than only responding when asked. Friendly recommendations of flattering or popular options builds trust and often results in additional sales as customers lack sunglass fashion expertise themselves. Well trained staff convert window shoppers into paying customers.
On-Site Customization
Offer custom sunglass finishing like engraving of initials or logos and accessory add-ons like neck straps. This positions your store above online sellers in providing true personalized sunglasses. Make it affordable and fast using in-house digital engravers and accessory displays near checkout counters to inspire last minute addon purchases. Market the differentiation from impersonal online stores.
Customer Loyalty Programs
Implement a customer loyalty program rewarding repeat purchases. This could involve a simple paper punch card for free sunglass offers after collecting enough store stamps. Or if the budget allows, create custom branded loyalty member cards offering points for dollar spend. Email or SMS should remind members of current promotions and new inventory alerts.
Theft Reduction Strategies
Sunglass displays demand robust theft protection or significant inventory shrinkage follows. Secure displays allow handling but make running off difficult. Methods include firmly tethering sunglasses, alarming entry/exit gates, surveillance cameras, sensors attaching to unpurchased stock and vigilant staff. However, avoid over obtrusive and customer hassling protection measures that detract from store appeal. Find the right deterrence balance specific to your location and community to minimize theft rates through subtle vigilance.
Seasonal Promotions
Unpredictable promotions prevent the store from getting boring and stale. Run frequent but short duration sales across select frames, brands, or collections. Discount older designs nearing discontinuation first. Offer loyalty members early access to sales. Use giveaways like sunglass lens cleaners and discontinued branded merchandise to incentivize bigger transaction sizes from bargain hunters. Promote via newsletters, social media and eye-catching entrance signage. This drives interest and traffic from existing customers.
Conclusion
The above recommendations help sunglass shops perfect their operations, inventory, merchandizing, service proposition and marketing to take sales to the next level. Adjust specifics based on store size, location and budget. Most tactics share a common focus of showcasing the widest selections with maximum visibility and interactivity. This builds customer confidence in finding choices perfectly matching their needs and style preferences for each visit. Sunglass retail excellence hinges on tactics optimizing engagement, convenience, and enjoyment.
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