Increasing Sunglass Sales With Attractive, Strategically Placed Sunglass Display Racks

If youre a store owner or upper management in a corporate chain of retail outlets;

its imperative to have the right fixture to coincide with the products on it, in this case your sunglasses. Now most of the time these displays are given to you by your sunglass supplier; whether their direct importers, wholesalers, or one of the 600 sunglass manufacturers out there in United States. For the most part these displays are incredibly inexpensive because their giving them to you for free with a purchase of their products with the hope of reorders. Please remember theres never a free lunch no matter what the advertisement might say. In this case the free lunch being your inexpensive plastic sunglass display rack with the order of their products, but at what cost?

When your customers are walking through your store and are about 20 feet away from your sunglass fixture, what do you think brings them over the sunglasses or the fixture? If you answered the fixture, you just won a hundred points, good job. Its a proven fact that an attractive sunglass fixture attracts more customers attention to the sunglasses from a distance than a plain display. Once theyre within 5 feet of the display something funny happens to the customer. The display disappears from their perception and all they are focusing on is the next pair of cool sunglasses. So in turn an attractive display will bring over many more interested prospects to your sunglass collection. Now once they are looking at the products, its the products appeal that closes them. A great way to think about the relationship between your fixture and the products on them is your fixture is like the marketing department and is used to generate interest from all your customers walking around. Now the sunglasses are like the sales team, regardless how good marketing is at generating prospects to come over and look, its your sales team job to close the deal.

This is now the point in the article where you scratch your head and think carefully about the quality of your sunglass fixture, the merchandise you offer your clients, and how its affecting your bottom line. So if your current displays arent bringing in the sunglass sales that you want, you should think about a new display rack. Another consideration is the placement of your stand; an often overlooked, crucial point. It should be in front of the register where it will guarantee that all your prospects walk next to your sunglasses. Ive seen many stores have a display hidden in a back corner and wonder why their sales arent as good as the next guy. So with all this new information at hand please think carefully about your current circumstances and see if you can make any improvements.

by: Joe Willson

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