(22 Total References)
According to Bret Hunter, ...
According to Bret Hunter, owner of the Denver-based Sports Optical-where 75% to 80% of customers walk out the door with Rx sunwear-having a good selection of Rx-able sunglasses is your first key move.
"It's not worth it if you have just one line or just 20 sunglasses," he
adds that he
also asks customers if they drive in the morning or at a time when they experience glare and direct sunlight.
"Almost everybody drives a car and experiences glare, so driving glasses are a pretty easy sell," he
"Almost all of our lenses are packaged," says Hunter
, who notes that his
average frame and lens sale for Rx sunwear ranges from $400 to $600.
"A mirror is an add-on, but we don't charge for UV and we don't charge for a scratch coating-we try to make it easier for the person," says Hunter
also promotes the many benefits of polarized lenses to Rx sunwear customers.
On the cosmetic side, "The new invisible hinges make great looking glasses," says Bret Hunter, owner of Eye Tech Sports Optical in Lakewood, Colo.
Some even come with one polarized lens," Hunter
Customized fit.Athletic customers are demanding about the comfort of sports gear.
It just depends on what they are doing," says Bret Hunter, owner of Eyetech Sports Optical, a sports eyewear-focused dispensary in Lakewood, Colo.
"For instance, the kayakers need really good eyewear,water is seven times as thick as air."
For even more extreme sports, he
recommends a Grilamid frame with flexibility."You want durability and coverage," he
Make it fit.Trained optical professionals can emphasize the true advantage of properly fitting eyewear."I am selling fit, not brand.When you are getting bounced around, you need your eyewear to stay put," Hunter
Sierra Shades' Dolan agrees that fit is at the forefront of sports eyewear sales."You are selling to get the right fit and appropriate lens color and other features, such as anti-fog, lens coatings, and interchangeable lenses," she
Ask customers to bring their helmets in with them, if their sport requires one, and take the time to adjust frames to fit properly.
Provide an education.While sports shops may know sports, optical dispensaries can explain how optical features will help improve sport performance. Hunter
discusses specific needs for the customer's sport."For those who are backcountry snowboarding, I ask if they tend to fog up their goggles or not," he
We sold two specific lines products ...
We sold two specific lines products online for some time and it was very lucrative, but that arena has been saturated, says Bret Hunter, Sports Optical owner, who notes that he began selling online in 1998 and, at the time, began by getting one or two sales a day via the website.
By 2000, the site was buzzing with daily online orders, but by 2004, the online market had become filled with discounters and counterfeiters.
We strive to sell quality and stick to retail pricing, and you just cant compete with knockoffs and people willing to make $5 off a product, says Hunter
So, in 2004, we took the online sales option off our site.
BALANCING BRICKS CLICKS: The Internet is cool, and every optical shop should have a site with their hours, information about the business and staff, and links to the products they carry, says Hunter
It works for usabout 20 percent of our overall business comes from the Internet, with people calling in to get the frames theyve seen on our website.
As far as selling directly online, Hunter
says that its a big effort.
Its a lot of work; its really a full-time gig to do it right.
TOP TIP: For those interested in boosting in-store sales by adding product links onto their website, Hunter
We dont list everything from every manufacturer, he
The Sweet Spot
Performance eyewear veteran Bret Hunter, owner of Denver-based Sports Optical, says its a smart jump.
It is worthwhile having this type of product in the dispensary, says Hunter
, who adds that while his
current average frame price is about $150 to $200 in his
sports sunwear assortment, about 10 percent exceeds $250.
TRY THEM ON. While online purchasing has taken a nip at the sports eyewear market as a whole, Hunter
says its important to explain to customers just how important it is to try performance glasses on.
Have them try it on so they can actually feel the difference associated with higher-end glasses, he
We usually sell higher-end performance frames with progressive lenses with all the extras, so were selling them for $650, says Hunter
, who notes that about 95 percent of the sports eyewear he
sells today is accompanied by a prescription lens.