Accessories...missed opportunities???

[kjw1231]

Hello,

I replied to the post about the cardboard sleeves, and the company charging for cases, it made think...

How interested are you in selling accessories? At Eye-X/Sunglass Hut about 10-25% of the total sales were accessories. Doesn't sound like much, but a store selling 500K per year equates to 50K+ in sales. I have developed a market for this and would like input from ayone with interest. I have a commitment from 2 accessory companies to provide a unique service, with high returns and little investment. First I need to establish interest. Here are a few notes that I have aquired in speaking to shops:

1. Most shops carry little/no stock
2. Most items are dusty and ignored
3. Typically a small variety is offered
4. The margins are viewed to be too small to even bother
5. Those that sell accessories well have a system to present
6. The customer asks for items that are not stocked
7. Too much board space is wasted on accessories, where higher ticket items could be, i.e. frames, sungalsses.

If you have any input, It would be greatly appreciated.

[Alan W]

Buddy . . .
In all my years of retail optical single and multiunit management (and a few years in wholesale distribution), I and, obviously, a bunch of others haven't found the key to unlock the opticians mindset on accessory sales.

All those things you listed are absolutely correct and for the most part . . excuses. The one point that could get me killed is not on the list and that's . . .
"Oh, I can't be bothered with that. I deal in glasses and eye care. I don't do rags. They can go to the drug store for that."

That being said, and my life insurance renewed . . . .

Whatcha got?

[CuriousCat]

I've definitely increased the quality and quantity of the accessories I carry. I even make a few myself and reselling them is quite rewarding in many ways....

[optigoddess]

Good Points by all !

Let's think outside the "optical business" and examine "accessories"; how & why they are presented.

1st, let's start with that fancy piece of equipment you are staring at right now, reading this message: let's think about the accessories you purchased (or didn't) - for peat's sake, think about how many CANS of COMPRESSED AIR are sold to clean out the components ! WHY ??? If I just "blow" on my computer, doesn't it do the same thing?

What about going to get a new car....think FLOOR MATS...think RIMS....

What about the shoe store ? I buy pretty good shoes; I stand on my feet all day - if I spend my hard-earned cash on those new suede or leather shoes & I don't invest in a water-protector...how long do you think they would last in the pacific northwest ?

My dog is old (about 13). I adopted her at the pound 4 years ago. She had bad skin then & slowly we are getting her better - the vet said that there is a new shampoo to help heal her bad skin...I love my dog; she's wonderful...I got the shampoo to improve the quality of her life -

How many repairs are we doing because people didn't have a cord/croakie; how many could have been prevented with a hard case? Do you just assume that everyone who has worn glasses knows how to properly clean the glasses? Do you tell everyone about the risks of "windex" & related products ? Sure, "harsh chemicals", we all know that one...did you know about "pumice" and other abrasive ingredients (yes, pumice in the windex) ....(LAVA soap????)

When I go to buy a new outfit, I am all to happy to have access to belts, hosiery, jewelery, scarves etc all right there - I don't HAVE to go to another store (although I could) and I really think it's awesome to have someone cater to me & make suggestions. All too often, you are lucky to get your order rung up let alone have someone bring things & make suggestions (remember the days when clothing salespeople actually DID those things???)

It's OK to be interested in increasing profits; it's OK to look at the bottom line; it's OK to make customer's happy by suggesting products to make their lives easier, their eyewear easier to clean & to make their eyewear last longer- (how often have you heard that people don't want to buy a/r again because it is SOOO hard to keep clean??? - I've worn it for 10 years...won't have anything BUT a/r - I don't have problems: WHY ??? hmmmm

By saying that "I don't sell rags, they can go to the drugstore for that ..." is not professional. There's a lot of talk on this board about wanting to get the general public to DEMAND optical professionals ! Maybe we should take a good look at ourselves & demand that we ACT that way !

It's a mindset.

uh, Alan, you can have your "soapbox" back -- thanks for letting me borrow it !

Karen

[John R]

Originally posted by Alan W
Buddy . . .

"Oh, I can't be bothered with that. I deal in glasses and eye care. I don't do rags. They can go to the drug store for that."

This kind of comment just about sums a lot in optical up, just how can you miss an opportunity like that. Get them with you name and address on, same on the cases sure it costs a bit more but think every time they clean there specs they are remimded of YOU. Same with lens cleaner just cant understand why folks buy it but they do, and at a very good profit. Remember look after the pennies and the pounds will roll in.. :D

[Alan W]

That's OK, Karen . . . keep the soapbox. You use it well. I have no further need for it. Be careful, though, . . booby traps!

Personally, I don't have a problem with accessories. I was recalling some "historical negatives", looking for a countering statement. Ran a bunch of very conservative, well respected stores in Minneapolis. Selling accessories (company wide problem w/ 167 stores), was like selling ice cubes to Eskimo's!

The "rags" comment came about from a 15 year veteran in an ophthalmology dispensary. The person was tired of the "silk cloths', got a smidgen of interest over microfiber, and then, when that person saw the 3M cloth with texture said, "This, I will show." I said: "How about sell?" Response: "Show!" Is that mind set or am I halucinating?

I would like opinions on what you folks could call "meaningful and appropriate" accessories and in what type of dispensary. Some accessory bars are so full of "stuff" that it can make a place look like the aisle in a drug store, or am I nuts?

Thanks,