Unbeatable Ideas

Winning strategies for selling, merchandising, and marketing sports eyewear in the dispensary

By Erinn Morgan

The owner and dispensing optician at A Sight for Sport Eyes in Portland, Ore., Shannen Knight's business is growing despite the down economy. As people turn to the outdoors as a means to look beyond beleaguered times, it's no real surprise that sports eyewear is rising up as one of the stars of today's dispensary.

In 2010, nearly 50 percent of Americans ages six and older (137.9 million people) participated in outdoor recreation, including everything from hiking and cycling to snowshoeing and adventure racing. In fact, participation in adventure racing saw a 23 percent one-year increase from 2009, while the number of people who participated in a triathlon increased by 64 percent. Other winning sports included whitewater kayaking (up 35 percent), BMX bicycling (up 31 percent), and running/jogging (up 13 percent).

Here, we share strategies for making your sports eyewear assortment a formidable contender in the dispensary.

1 LOOK THE PART

Grab customers' attention right off the bat with a sports section that stands out and is easily navigable. “We have a lot of sports stuff shown with our eyewear displays, which are divided into sections by specific sports,” says Knight. “There's a big boat near all fishing stuff and faux trees near all our skiing styles.”

At N3L Optics, a sports eyewear chain with locations in Arizona, Florida, Colorado, Texas, and California, inventory merchandised by activity. “This enables our in-store ‘Gearus’ to help customers choose the right sunglasses, plus provide ongoing cleaning and tune-ups when they visit,” says Matt Moss, marketing manager.

2 CREATE A TESTING GROUND

Much of today's active lifestyle sunwear sports a relatively high price tag, an excellent reason to enable customers to test eyewear. N3L Optics' Explorer Chamber simulates how sunglasses will perform in different environments and sports.

“We bring outside light and wind conditions and sport-specific environments in-store to help customers select the right sunglasses for their unique needs,” says Moss.

Tom's Sportique Eyewear in Boulder, Colo., uses a natural testing ground. “I don't have a wind chamber, but I do have a bike path behind the shop,” says owner Tom Buell.

3 LOOK TO ATHLETES OF ALL AGES

The next generation is one of the big growth categories in sports eyewear. “The biggest increase we've had in sports eyewear sales is in kids' products,” says Katie Faucher, optician and co-manager at Five Points Eyecare in Athens, Ga., who notes that they have seen a 40 percent increase in this business in the past year. “One of our eye doctors does vision therapy for pediatric optometrics, and she almost always recommends sports glasses.”

Sports eyewear chain N3L Optics features an Explorer Chamber that simulates different sports environments for patients

4 FIND A SPECIALTY

Athens is an avid cycling town, so Five Points Eyecare is well stocked with glasses for cyclists. “We are also educated on which lenses will work for cyclists' different needs, whether riding during the day or at dusk,” says Faucher.

To find your area's outdoor sports focuses, check with your tourism office or the chamber of commerce.

5 GET COMPETITIVE

When eyecare professional preach what they practice from an educated standpoint, they have a business advantage. Mike Hileman, owner of Eye Gear Sports Optical in Henderson, Nev., has passion for cycling that pays. “I work around product and an atmosphere I love every day. About 75 to 80 percent of my clientele are into cycling in some way,” he says.

Buell and his sons are also avid outdoorsmen who can be seen regularly at local events and races, where they will sometimes have a booth promoting Tom's Sportique Eyewear. Beull notes: “The best thing, really, is to get out there yourself and test your products.” EB