Merchandising

How Does Lighting Impact The Way Customers See Your Retail Products?

Lighting is a critical element of store design and merchandising and is far more technical in nature than many people consider. After years of studying and experimenting with lighting and lighting techniques, I have yet to see a perfect scenario. The advent of LED lighting has certainly given store and store fixture designers many more opportunities to create engaging lighting for all types of merchandise.

A space with merchandise requires multiple types of lighting and for purposes of this blog, we will not include indirect sunlight. The space needs ambient lighting (ceiling), direct merchandise lighting and possibly indirect theme lighting for graphics or signage. Within the ambient lighting, there are differing needs between reception, retail area and professional services area that includes exam rooms and testing. Direct merchandising can include lighting that is built into the store fixtures or added to the ceiling lighting directed to the merchandise below. This latter scenario does require significant thought to address ceiling height and beam spread to get the lighting desired at the distance from the source. As for graphics and signage lighting, a determination needs to be made whether the illumination needs to be 24/7 or simply during business hours. This determination guides the selection of lighting and power.

As we focus away from ambient lighting and move to display lighting, there is one significant decision to make and that is the “color” of the lighting to be used for the space. We are all familiar with ROYGBIV as it relates to light and color. As LED was introduced and grew in use, people became more familiar with the difference between “soft white” and “bright white” light. Lighting color is measured in Kelvin temperature. 2700K is considered soft white as the light contains tones of red/yellow. 5000K is considered bright white and is at the other end of the light spectrum closer to blue. This is where the author of this article feels compelled to share that color sensitive people see the color of the merchandise “on them” as a more true color at 2700K. However, the article is titled “How Lighting Impacts…” and the most prestigious large retailers have found that either 3500K or 4000K makes merchandise “pop” versus the lower spectrum. In the spectrum described above, the color is neither red/yellow or blue.

It is not required that the ambient lighting in your space match the lighting in the displays, but it eliminates any distraction between the “color differences” that can occur in the lighting. If you can “pair” the color of your ambient lighting to the color of the fixtures, it will create a much more dynamic look and will brighten your space.

How To Display Your Inventory Most Efficiently with Space Constraints

Space constraints is one way to look at this topic and “space utilization” is another. Early in my career, I vividly remember a discussion with a highly successful retailer. The space we were standing in was absolutely tiny in terms that most of us relate to, but to her it had a different significance. The owner happily advised me that we were standing in the highest yielding “dollar per square foot” retail space on the West Coast. This conversation has guided my thought process regarding effective space for a very long time.

There is a great divide between “Efficient and Effective”. Efficient, evokes the idea of most merchandise in the smallest space. Effective, evokes the idea of merchandising as much inventory as you wish to show, but putting the focus on more profitable items in a highlighted manor.

Good design follows the first rule of design…”Form Follows Function”. The space you have available becomes your constraint. The “EFFECTIVE” merchandising of the items you really wish to promote and sell becomes the FUNCTION. The proper process would be to define how much merchandise you wish to promote and highlight. To give this proper visibility, it will surely take a bit more space than you might have planned for. The feature areas for merchandising should be directly in sight lines, may need security and certainly need feature lighting. These areas become the “SIZZLE” for your space.

Since Form follows Function, the remainder of the space is now defined as “general merchandising”. There are many theories about the correct number of frames to show in a space and there is no clear answer for that quantity. Less can absolutely be more, but if you are inclined to show lots of frames, one effective way to merchandise is with rotating displays. These can be both floor mounted or inserted into casework. Opting for less merchandise is my personal preference, this method allows you to keep your frame count up while still leaving spaces for feature merchandising.

How To Maximize Counter Space in Your Optical Store

Maximizing counter space in your practice goes far deeper than the merchandise…it goes directly to the cleanliness of the counters or shelves. Every flat surface in a retail space is a haven for dust and fingerprints, each of which are detractors from both image and sales. Flat surfaces are also a lot like drawers. When there is something with no space assigned to it, things tend to just show up on counters and they stay there far too long.

Shelves create similar opportunities for unwanted items, but for this blog we will stick to counters only. Frame and lens manufacturers provide point of purchase materials that find their way to most of the counters we see in optical spaces. While many of these are educational, others are simply brand advertisements that may or may not add any value to the space you are providing. Your store is YOUR brand, and I encourage you to build that before any other. Items that provide educational opportunities directly for the consumer or that open up conversations with the sales people are highly desirable. Lens displays directly come to mind for educational opportunities. Aspheric, thickness differences by material, tints, anti-reflective, etc. all come to mind as opportunities to showcase the optician’s knowledge and create a possible up-sale. Subtle point of purchase reminders related to the “impulse items” you might have on a counter at reception/check out also create the opportunity for you to reinforce a secondary sale.

One of the cleverest uses of counter space that I have seen was displaying reprints of local ads that had run for the practice. This created a clear “branding reinforcement” for the practice and both the professional and retail services offered. No matter how or what you put on the counters in your practice, make sure they are clean and create opportunities for sales or sales discussions.

Maximizing Efficiency and Aesthetics: Choosing the Right Eyewear Displays for Your Retail Store

Eyewear displays come in so many styles, colors and options that deciding what is best for you can be quite overwhelming. I tend to take a very specific view of merchandising that is sometimes overlooked in the search for a WOW factor aesthetic environment. Having a really cool space/store helps define the market position of the merchandise you will present, it has NOTHING to do with holding, presenting or securing the merchandise you wish to promote and sell.

Once you have determined your “theme” for your space, each type of typical merchandising must be determined. Many of the decisions related to this are driven by how many frames you wish to show, what percentage of your dispensing space is window vs. wall and how you wish to light the merchandise. After this, merchandising decisions come down to height placement of the product, background to the product, density of display, and security of the merchandise.

Windows

Windows are the MOST DIFFICULT merchandising medium. I have seen far too many signed leases for spaces with LOTS of windows and clients were ecstatic to have them. However, merchandise shown against the backdrop of a parking lot or busy street or sidewalk distracts from “actually seeing the merchandise”. This then leaves only the option of a background between the window and the merchandising, regardless of what that is, you then block the view from outside into the space. With that in mind, we do have many display options specifically for windows that provide frames a positive showcasing environment while utilizing the space in front of windows.

Shelves

Shelves, whether lit or not, are coming back into style. For shelves, the choice is to merchandise single frames on shallower shelves mounted closer together vertically OR to show multiple frames on countertop displays on deeper shelves with more vertical space between them. Either way, you will likely achieve similar frame counts in the same space. Most people don’t give much thought to the vertical position of the shelves and how the frame then presents itself to the patient. If the shelf (or counter if that is the first shelf) is 30” above the finished floor or lower, the frames on the low shelves need to be on displays that point the frame UPWARD, so the face of the frame is visible to the person standing at the fixture (displays like our Low Angler and Pediments are great options). Likewise, the same can be said for frames that are on shelves at the mid to top portion of the display. Those frames need to be on counter fixtures that orient the frames so the patient sees them directly on (displays like our High Angler, Tray Elegante & ShowOff). The last component of shelf display is more complex because it involves security. While glass showcases provide more vertical space between shelves for using counter displays, they also require an additional sales approach which we discuss in detail on our previous blog posts on security (Should My Retail Displays Be Locked? What Are the Best Ways to Secure My Inventory?). The other options available are some locking counter displays that provide hands on touch, but don’t require full showcasing like our Sentry Countertop Peg.

Trays

Frame trays have long been a way to integrate mass display into wall or freestanding fixtures. If your style of dispensing includes personal presentation of products to clients at the dispensing station or even a more casual couch setting, frame trays offer a great option to highlight your inventory.

Wall Displays

The merchandising methods above each have specific places in almost every office. Likewise, the wall displays also need (and have) their own places. There are so many options for wall fixturing that it makes sense to discuss “the SELL ZONE” vs. the styles that area available. The “SELL ZONE” is really between 30” AFF and 74” AFF. If frames are merchandised above or below these levels, they are not likely to sell due to their physical position. Nobody needs dead inventory, so keep these dimensions in mind when you calculate how many frames you need to show on a wall and whether or not your space will provide enough room. If you push it to have frames outside these basic dimensions, you will likely just be wasting space and creating a carrying cost for frames you won’t sell.

Feature Display

The last type of display that deserves mention is FEATURE display. This is my absolute favorite, but clients rarely opt for this due to the cost. Feature displays can be in wall, counter, or window display variety and they create a way to showcase either a single frame with “lifestyle accessories” or placed on a unique fixture. No matter how you choose to create feature display, or your fixture vendor suggests, it is a highly effective method of “pushing” a product you wish everyone to focus on.

The Latest Trends in Eyewear Display and Design

While planning the theme for this blog post, I was reminded of the time my father told me to never throw out my double-breasted suit coat. He said that styles are like the wheel on a car, sometimes the style is on top and yet the wheel keeps rolling and it gets crushed on the bottom. AND THEN…it comes back again!

While it might sound odd, I have been a student of frame merchandising ever since I entered the business in 1975. In those days, there were three basic styles of display. Glass shelves inside a wooden cabinet, a reversible “flip” display wall cabinet with plastic trays from B&L and homemade wooden boxes with fish line to hang glasses. Merchandising in those days took a major backseat to the professional services. Very little space was allocated to the sale of eyewear and in those cases, the practitioner might simply have a cabinet with numerous drawers and frames inside. It is important to remember that this timeframe was “just before” the first designer eyewear was introduced. Styles, colors and trims were all very limited and frames were sold through distributors (labs) vs. direct like they are today.

I bring this all up because frame display began to change very dramatically in the early 1980’s. While “wooden box style” displays were most common until then, the introduction of acrylic rod displays cut the overall cost of display and removed many of the “dimensional” constraints associated with fixed size units. The use of glass shelves, drawers, and fixed sized units changed, but remember that the wheel is always rolling!

In recent years there has been a return to some of the original styles of display. Some of the changes are attributable to

a change in the desired presentation or interaction with the client and some are related to a desire to reduce inventory and create a more boutique experience. The first change we might discuss was made possible by the introduction of LED strip lighting. Shelving can create a boutique look and at the same time can reduce your inventory since you cannot get as many frames vertically due to the spacing requirements of the shelf units and the clearances needed for illumination and frame retrieval. The second change is more related to presentation. I was always intrigued by the sales approach in Europe where the client was assessed and then the dispenser would bring trays of frames to them based on facial shape, pricing, colors or other identified patient desires. The rest of the space could be framed almost as “museum like” while the sales approach was very specific.

So many of the domestic retailers still feel they need a fairly large selection of frames. This has led to a combination approach to display. While illuminated shelving creates the “image”, the remainder of the display unit might require either visible or hidden frame trays to hold the extra inventory not shown on the shelving units. In addition, the desired frame count might also require some more vertically oriented frame display as well as possible security devices for both the vertical and horizontally merchandised items.

No matter which merchandising and sales approach you take, the companies that are focused specifically on optical merchandising can assist you to achieve your goals. Don’t throw out those old displays…they are coming back some day!

Should My Retail Displays Be Locked? What Are the Best Ways to Secure My Inventory?

Security for expensive merchandise has been a component of retail for many years. The trick to securing retail merchandise has been a challenge in merchandising. Not all products have the same size, shape or desired method of display and this makes for the need for multiple security systems.

For the purposes of this article, we will stay focused on eyewear display since that addresses our primary market. The size and shape of eyewear made it quite easy to create a simple way to display products in a retail environment. Jewelry style showcases and glass front wall showcases used for jewelry and small items provided the first level of “visible”, yet secure, merchandising. While these showcases provided a merchandising opportunity in a secure environment, they limited the number of products available to be shown. This is a significant point since most retail spaces are limited and owners look at the cost per frame to display. When you take the cost of a large glass showcase and divide that cost by the number of frames it can display, you must be prepared that this will likely be your most expensive display space.

The secondary consideration for putting eyewear behind glass is the requirement for customer interaction. Each client that wishes to see a product behind glass will truly define who your best salespeople are and how you need to craft your client greeting. As an example, a client walks up to a showcase with 50 different sunglasses. Being cheerful, your salesperson walks up to the showcase and says, “may I help you”? This being the typical response of probably 99% interactions. The client says “No thanks, I’m just looking.” If this is how your staff would typically react, you will need to address this if you wish to use glass showcasing.

The sales psychology of the interaction above linked with the cost of glass showcases created the opportunity for display manufacturers focused on retail eyewear merchandising to introduce both individual and gang locked displays. These displays eliminated the need for merchandise to be “behind glass”. The displays still required the assistance of a salesperson to unlock them, but since the client was already able to touch the item they were focused on, the whole sales interaction moved from “asking for the order” to “closing the sale”. The conversation turned to “Let me help you with that” from the salesperson to “Thank you” from the client.

How you choose to secure your merchandise really depends on how you desire your clients to be greeted and to another degree, your budget. Should you choose to use displays that are not behind glass, the options are for individual locked frames to gang locked frames for wall displays. The gang lock style for walls are available in both key and remote access to suit your presentation and interaction desires. There are also single and gang lock displays specific to counter displays. No matter what you choose, security will be required for about 15 – 20 percent of your inventory to reduce your shrinkage. Sunglasses and higher end boutique frames tend to sprout legs if they are not secured.

The Psychology of Selling and Security!

"We proved the value of our locking display by exhibiting sales of 8 to 1 over the product behind glass"

Long before we had the theft issues of today, merchandisers still felt the need to secure high-end product to make it appear “more appealing”. Of course, there were also some security concerns, but nothing like we read about today with theft in retail optical establishments.

(product featured in image: Sentry Locking Peg)

In the mid 80’s Ennco was approached to solve a cost concern of one of our international customers. They found the cost of putting eyewear behind glass showcases was becoming far too expensive. It was not just the cost of the showcases, but also the cost of constant cleaning and cost of shipping to new stores. They also found that they were not selling as many higher end items as they desired.

Ennco's owner, Jan Ennis, saw an opportunity to expand our product line and test a theory he had as a professional salesperson. The idea was to create an eyewear display that was secure but did not have to be behind glass. He believed that having merchandise behind glass created a psychological barrier to the sale. Sales can happen for a variety of reasons, but the highest level of sales is consultative or problem-solving sales. That does not happen with a barrier between the client, salesperson, and the product.

Ennco spent the better part of a year developing the idea, tooling, and producing the first “single point” locking frame display, which we named “The Foiler”. The concept was simple. We used a hinged polycarbonate bar that would “snap” uniquely into the center of our frame support. The sales staff could then use a simple bifurcated key to unlock the bar making it difficult for thieves to understand how the mechanism worked. To our knowledge, this was the very first single frame locking device produced and patented. The locking concept and mechanism was followed shortly after by a worldwide watch maker and other optical display producers.

Once the product was produced, the theory about the psychological advantage of displays “not behind glass” had to be proven. We were fortunate to have several large retail clients that wanted to test our theory once the product was ready. Sunglasses were used for the test since that opened it up to more than just ophthalmic sales. Several large retailers used “branded locked sunglass cases” in conjunction with a simple stand using our “locking rods that were exposed and not behind glass”. In both cases, we used the EXACT SAME FRAMES. However, to give a perceived advantage to the glass showcase, we did not brand our display. Both displays were placed within several feet of each other.

What happened next is exactly what we expected. Shoppers would walk up to the branded display and stare into it at the sunglasses. The salesperson would walk over and say (quite expectedly), “May I help you?” The typical response was, “No thank you, I’m just looking!” The result of this type sales interaction is just the same as a salesperson handing out pamphlets with no concern for the sale.

The reaction above is purely based on human nature and would not be expected by those that have not spent years in interpersonal sales situations. The opposite is what we were looking for and received! Shoppers would then walk over to our display and peruse the sunglasses. They would reach for the one that they were interested in but could not take off the display due to the security bar. The reaction of the salesperson was then, “Here, let me help you with that!”. As you might expect in this type of “problem solving” sales situation, the client then typically responded, “Thank you!”. The result of this type of interaction is a very positive and helpful experience that tends to lead to a sale.

In these side by side physical and psychological sales tests we proved the value of our locking display by exhibiting sales of 8 to 1 over the product behind glass. Since our introduction of the first “hands on security” for eyewear, display makers around the globe have produced numerous security options for walls, cabinets, and shelving. No matter which way you go, helpful interaction between salespersons and clients/patients will yield far better results than simple browsing.

In the years that have passed since the introduction of locking eyewear displays, we have heard numerous times, “We don’t have enough staff to assist clients to view specific frames”. We might leave you with the thought that if your staff is not able or willing to interact in this highly personal and “high touch” problem solving sales presentation, you are looking at the “1” sale vs. the “8” sales.

If you are looking to secure your frames using "hands on" security check out the many locking display options that we offer!
Mino Rod
Alumina Rod
Sentry (wall or countertop) Locking Peg
Foiler Rod

THE SALES MAGIC OF DISPLAY

Display is a MarketingTool

Display is a vehicle for presenting and promoting your merchandise,
your services, and your professional image. Don’t throw a scarf into your dispensing showcase and call it “display.” That old scarf trick can literally make your frames disappear.

Display in a dispensary should have as its main impetus product definition, regardless of the cost, quality or quantity of frames in the showroom. A functioning display enhances the product directs and informs your clientele, and creates an entertaining and relaxing atmosphere in which to visit and shop.

Plan Display Time

Display in your dispensary should be easy to create, maintain, and afford. You are the designer of your own display program. Set it up so that it works for you. Support it with a budget. Invest in a display case where you can centralize your display efforts. Assign a
person to be responsible for the displays, and allow some time for general maintenance (five to eight minutes, end of day, to clean and reorganize the showroom). Schedule a comfortable and logical time for any major display changes. (It may have to be after business hours.) Make a display storage space where you can keep tools and materials and display-related paraphernalia: frameholders, seasonal trim, display risers, sign holders, and so on. You can re-use certain displays, or rotate them from one store to the other if you have more than one location. Have a file labeled “displays” where you can keep a list of your suppliers, save notes on display, and keep a record of your expenses (they are tax-deductible!).

Practice Making a Statement

Plan your displays carefully. Concentrate on a theme that ties in with your total in-store marketing strategy. Your visual statement should coordinate with your current advertising and promotional program. The display should harmonize with your decor and company image. The featured merchandise must be available (check your inventory) and your staff should be knowledgeable about the merchandise advertised in your display. Your display should reflect the style and taste of your target clientele. If you are unfamiliar with their lifestyles, simply ask them what they feel about your display. They will appreciate your interest in their opinion; you will gain insight as to what appeals to your clients; and you can determine the effectiveness of your display work.

Display is not difficult to do or undo. If your initial design doesn’t look right, simply adjust the “picture” by moving things around. Keep in mind that patience and practice will improve your skill and build up your confidence.

A beginner should proceed one step at a time. Start with a small spot display instead of taking on a window display instead of taking on a window display as your first undertaking. Concentrate on one line of frames and build a setup with materials furnished by the manufactures. In fact, utilizing the posters, point-of-purchase displays, frame cases, and logo plaques designed by the eyewear manufacturer is one of the best ways to create a display where all the components coordinate and relate to the product.

When you become more experienced, you may add ingredients to the frame display which are not purely optical, like a pair of driving gloves with some men’s sunglasses or that scarf with the women’s fashion frames, But whatever you use, make sure it coordinates with your frames in design, physical makeup, color, and character.

Product is King

Most importantly, do not upstage your frames with your displays. Keep in mind your objective: to project, enhance, and sell your merchandise-your frames, Eyewear is small, translucent, and finely detailed, and can be easily overwhelmed. if you remind yourself to “frame the frame,” that will help you control excess enthusiasm. When in doubt, keep it simple. You need not do artful display for every frame in the office. Placing frames in straight rows is acceptable. Group them according to gender, function, manufacturer, physical quality or price. Do spot displays where needed to highlight a grouping or to relieve monotony. (Hint: use your newer frames for your display set-ups. It’s better to use frames with lenses as these are closer to the finished product your patient will receive. In addition, the lenses will reflect light and add sparkle to the display.) Avoid disturbing the display you spent time and effort designing. Have duplicates available to show your patients.

Preparing Your Space for New Frames

Whether you are preparing space for frames purchased at Vision Expo or just a new line, now is a great time to do some “house cleaning”. You know…look for all those old posters, counter cards, outdated P.O.P and handouts that have been hanging out all too long. Who knows, you may be amazed at how much dust you find when you move them around.

A clean, neat, orderly and well-arranged space is more conducive to sales. Every space I ever visit has old and outdated materials that have stopped even being seen by the staff working the sales floor. No need to panic, this is just human behavior. Therefore, the introduction of any new line creates a great opportunity to simply look around with a critical eye and remove “something” such that the space can stay fresh.

My suggestions for how to introduce new frame purchases:

Create a small space or section of your display that is specifically for “feature merchandising”.
Give the representative from that line the opportunity to merchandise that space and only put their merchandise there. (Make it a 30 to 60 day opportunity)
- If there is no representative, get all the P.O.P material you can from the frame manufacturer and dress the feature area with it (as well as) lifestyle materials that relate to the eye wear.
Be careful to show FEWER frames than more and make the staff aware that showing or directing people to this feature area will help you determine the impact of the styles, etc.
When frames are easily seen and touched, get consumer reaction and base your future purchases on it. HINT…this will help with all lines.
Lastly (since we are a display company), you need an area that is designated for easy use as a feature area. If you need this type of merchandising area, contact us or any display company that serves our industry. Every one of us work hard each day to dream up new ways to help sell your product for you so that you have more quality time to spend with each patient.

Remember, clean, neat, orderly, easily seen and well-presented will make your investment in new frames pay off every time.

Thinking outside of the box!

Yes…we do full office designs, but did you know you can also utilize our products on an a la carte basis? Take Vision Today in Jacksonville Florida as an example. They decided to take the DIY approach to their space design, and it looks amazing! They built their own shiplap wall panels and mounted our Acrylic Panels with Alumina rods to it. If you ask me, they knocked it out of the park! The space feels warm and inviting while still being modern and chic!

Whether you are needing full office design or just parts and pieces let us know, we are happy to help!

Ennco Display Systems | (425) 883-1650

Separating your Frames!

Creating separation between your frame lines is an effective way to make them stand out and ultimately make them more attractive for customers. This can be done in a variety of ways. You can split it between brands, male and female frames, higher end and lower end, and children and adult frames.

Don’t Be Afraid to Change it Up

Updating the look of your practice regularly can help your space feel fresh and new. It does not have to be a big change; it can be a simple rotation of displays or seasonal decorations. Changing up your space a little bit occasionally will give your clients a feeling of stepping into the familiar, while at the same time feel like they are stepping into a dynamic space that is always moving forward.

Make it Your Own

There is no set ‘rule’ that you should follow when setting up or updating your space, this goes for how you should separate your frames as well. Each space is unique and finding what works best for you may take some experimenting and customer feedback. Where do you think the best separation for the frames is? Think about your customer base and how they want the space to look but always remember that you are the ultimate deciding factor. Don’t be afraid to put your own personal touch on your space, after all, you spend the most time there!

An often overlooked portion of the market is the frames targeted for kids and young adults. Age groups is a great way to separate out the frames in your space. While most people past the adolescent and teenage years will likely be more uniform in their desired frames, your younger clients are sometimes looking for something entirely different. Separating your frames into sections can help your clients decide and can be the difference between them walking out with a new frame and them needing some time to think about it.

Crayon Wall Display

Blackboard Wall Display

Make it Memorable

Giving your younger clients something to look at and be entertained by when coming to your office is very important. You want your office to be memorable and fun. Make it a place they go to see all the cool frames they have to choose from and don’t let it be the boring place mom or dad drags them to every once in a while.

Make it Exciting

There are many ways to make your practice more exciting for families. Space permitting, one of the most effective ways is to create a section just for kids. With colorful and familiar displays your younger clients will be drawn to frames made just for them. We have the displays you need to make a children’s section all your own. Couple these displays with wall murals or graphics to give your space a unique look.

Don’t Have Much Extra Space? No Problem!

Even just one kid’s themed display can give parents and kids the extra push they need to realize they really want that frame! We have a variety of stand-alone displays that can help you create an effective kids themed section without taking up a lot of your space. From signage to blackboards we can give you the displays you need to be successful.