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.

Read More

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

Read More

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:

Read More

• 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.

Read More

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.