Poll: Accessories!

[drk]

How does your optical position optical accessories, such as glasses cases, cords/straps, clip-ons/fitovers, cleaners and cloths, etc? (Please exclude sunwear.) Thanks!

[For-Life]

We have a few extras and we sell them. I have brought in expensive cases in the past, but people always want you to just give them to them for free.

I think our current model is a tough model to push accessories. I think if you want to move them, the best place is to set up a counter in the very front of the store. But I am in a small mall, and I still really cannot move them.

I think there are two major problems. First, people do not go to optical stores for convience goods. They would rather go some place else and pick them up. I placed some accessories in a friends accessory store and they just flew off the shelfs, because that is where people look. Secondly, we do not have the time to sell a $5 case over a 10 minute time period. We are not a volume business, we are high involvement.


Anyways, that is just my opinion.

[drk]

I tend to agree, For-Life.

[GOS_Queen]

In our locations, it seems like the fancier cases seem to do well and the cute micro fiber clothes with the prints (like animals and such).

[Fezz]

I agree too. I tried the "better quality readers", what a flop! I got sick of explaining why these were selling for $35-$40 when they can be bought at Wallyworld and Megadrug for $9.95. People want cheap. We move a small amount of cleaners and cloths but people really expect them for free! As soon as you say "that will be $x.xx" they gasp and say they really don't want it!

On a side not to the lenscleaner sale: I worked for LensLuxCrafters for about a month and a 1/2 about 16 years ago and the store manager was pushing cleaner sales. She stated that if all the associates could sell just one bottle of cleaner a day....the profits from that in one year could finance a new store location to open!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!



Fezz
:cheers:

[Chris Ryser]

Secondly, we do not have the time to sell a $5 case over a 10 minute time period. We are not a volume business, we are high involvement.


So how would you explain that when you sell a fancy pair of PALs in a $ 500.00 frame and then give the patient a case that cost you $ 2.50.

That customer can also afford a $ 50 to a $ 100.00 case and if you would make a sales effort you might also sell lots of them like all opticians do in Europe for example. Before Christmas expensive leather case sales are a major item in all optical stores across the atlantic.

[For-Life]

So how would you explain that when you sell a fancy pair of PALs in a $ 500.00 frame and then give the patient a case that cost you $ 2.50.

That customer can also afford a $ 50 to a $ 100.00 case and if you would make a sales effort you might also sell lots of them like all opticians do in Europe for example. Before Christmas expensive leather case sales are a major item in all optical stores across the atlantic.


Because you can get a very nice $2.50 case.

I understand where you are coming from Chris, but remember that there are a lot of challenges ahead of us. Baby steps.

[Jubilee]

I seem to sell 2-3 ready made readers a month. Not much, but it does help. I primarily sell them to my multifocal cl patients who need a "boost" for clearer reading. (not ready to go to glasses or hard lenses)

I have debated bringing in fancier cases and contact lens cases.

I do have some cords, and nicer looking chains. They don't turn as much as I would like..but now that I have some nicer looking stuff that isn't "tired" (or been sitting out for 2 years) more interest seems to pick up.

I do well with the large boxes of lens towelletes. I have 2-3 patients a month come in just to get them. I hand out samples (3 pack) to many patients, and explain that they are a great and easy way to clean of the glasses. Expecially when you are on the go, at work, or at school...

I just brought in some cloths. We had some that were shammie cloth and imprinted with our business info. They were meant to be given away with AR sales, and sold for a minimal amount for the rest of the crowd. Most people expected them for free, and when we kept them upfront, I had stacks disappear at a time. So I decided if people want cloths, we will have packaged ones with a price tag right front to see. The others are in the back.

I believe that accessories can be a great profit center, it is a matter of finding the right mix...

[Fezz]

So how would you explain that when you sell a fancy pair of PALs in a $ 500.00 frame and then give the patient a case that cost you $ 2.50.

That customer can also afford a $ 50 to a $ 100.00 case and if you would make a sales effort you might also sell lots of them like all opticians do in Europe for example. Before Christmas expensive leather case sales are a major item in all optical stores across the atlantic.

Chris,

One thing that I notice about many of your posts or replies is that you tend to be very "global" in your statements. The reality for me is that I could care less what opticians in Europe sell or not sell. Good for them. They do not have the USA isurance and economic situations that we face as a total profession here in the states. I think you could agree with that. I, for one, take a lot of what you say about how other countries handle optical business with a grain of salt. These other countrries are not dealing with the same business factors as you or I. You also seem to be very in tune to what the retail optical business is doing. I respect that. My concern is that maybe you have been out of the American retail environment for too long to really understand the business climate at this time. This is not a personal attack, just a bit of observation and please enlighten me if so inclined!



Fezz
:cheers:

[Chris Ryser]

Chris,
One thing that I notice about many of your posts or replies is that you tend to be very "global" in your statements.

My concern is that maybe you have been out of the American retail environment for too long to really understand the business climate at this time.


Fezz,

My roots are in the optical retail were I grew up. I have not actually worked in the retail for years but as a supplier I know probably more retailers and their way of functioning than if I would have worked my own corner store.

I might be global in my statements, but so are you, without admitting it. Some time ago you sold mostly American frames and lenses.

Today you are selling chinese frames under any designer name or optical brand name under the sun, sold as Italian, German and French products, as as well as lenses that are made in 10 corners of the globe and sold under the French and Japanese flag.

You actually accept a global market as a supply source, but do not want to admit that the american optical retail is not professionally related to other globallly located entities.

In business we can all learn from others in different geographical areas of the globe, and the more we do the better for everybody.

Your dominating optical corporations have understood this fact years ago, and set their business steamrollers in motion and it looks like so far they are succeeding globally without an ounze of worry under which flag you are a retailer.

In Europe selling accessories has been a profitable sideline for the optical retailer because he does not compete with the local WalMart or equivalent but keeps the accessories on a higher standard, like no WalMart would ever sell Rolex or Rado watches.

So maybe the American optician could learn something from his European equivalent. Global thinking has worked for your major optical supply corporations, as proven,................so why should it not work for the optical retail industry?