While on the subject of sunglasses, maybe a look at the ubiquitous revolving floor display’s is in order. Let’s face it. If you are a drug store, convenience store, variety store, gift and card shop, hardware store, news stand, travel shop, grocery or any other kind of bodega you know all about these sunglasses display fixtures. They come in counter and floor models, doubles and singles; they are usually equipped with a couple of mirrors, graphic panels on top and sometimes back panels; mostly they display a bunch of merchandise in a small amount of space; the point being, it is rare to see a retailer take advantage of their inherent marketing potential.

Different views of the same display.

Different views of the same display.

 

The sunglasses display in the photos, courtesy of my cell phone in a well known and here un-named store,  provides an example.  From the location of the display in the store, it would appear that the markup on Lysol and cotton balls is as great as it is on sunglasses?  Likewise, a customer might want a pair of sunglasses to change a diaper on the seat of a car parked at a Nascar event put on by Panama Jack.  Not so funny when lost sales opportunities are taken into consideration.

If this type of sunglasses display is a must for your market, then why not maximize it’s best sales potential?

  1. Put the sunglasses display in a place where people wait.  This allows try on time.
  2. Put them near related product, i.e. glasses cases and cleaners, sun screen, driving aids, etc.
  3. Put them near related fashion items, or in lieu of this, try near the  fashion magazines.
  4. In sunny conditions where there is walking traffic think about a window display.
  5. Use the graphic space on the fixture to reinforce your marketing message.  Change it when the display is moved.
  6. Or if you prefer not to change it often, use a general message that reinforces the store brand.
  7. Or if it is important in your market, use the graphic space for brand specific product information.
  8. Think about using an information panel that explains the differences between types of lenses.
  9. Make sure the fixture is functional, and the mirrors are clean.
  10. Keep it fully stocked with merchandise.
  11. Consider two smaller strategically placed displays instead of one big one.

While on the subject of sunglasses, maybe a look at the ubiquitous revolving floor display’s is in order. Let’s face it. If you are a drug store, convenience store, variety store, gift and card shop, hardware store, news stand, travel shop, grocery or any other kind of bodega you know all about these sunglasses display fixtures. They come in counter and floor models, doubles and singles; they are usually equipped with a couple of mirrors, graphic panels on top and sometimes back panels; mostly they display a bunch of merchandise in a small amount of space; the point being, it is rare to see a retailer take advantage of their inherent marketing potential.

The sunglasses display in the photos, courtesy of my cell phone in a well known and here un-named store,  provides an example.  From the location of the display in the store, it would appear that the markup on Lysol and cotton balls is as great as it is on sunglasses?  Likewise, a customer might want a pair of sunglasses to change a diaper on the seat of a car parked at a Nascar event put on by Panama Jack.  Not so funny when lost sales opportunities are taken into consideration.

The sunglasses display in the photos, courtesy of my cell phone in a well known and here un-named store,  provides an example.  From the location of the display in the store, it would appear that the markup on Lysol and cotton balls is as great as it is on sunglasses?  Likewise, a customer might want a pair of sunglasses to change a diaper on the seat of a car parked at a Nascar event put on by Panama Jack.  Not so funny when lost sales opportunities are taken into consideration.

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