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