ENNCO DISPLAY SYSTEMS AND MAGIC DESIGN FEATURED AT EYECAREBUSINESS.COM!

Alicia Hoglund at Eyecarebusiness.com was kind enough to interview Cy and Jan for her article, Store Décor: Multigenerational Marketing.

Please take a minute to check out the article featuring tips from myself and Cy on how customer age groups affect your sales.

And don’t miss the “FRESHEN UP” section at the bottom for some great tips on updating paint, lighting, flooring and fixtures.

Below is a jumbo version of one of the images featured in the post.

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 ENJOY!

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.

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Plan Display Time

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.

HOW TO…START THE DESIGN PROCESS

Since when does anyone know exactly what they want right from the get go?! We know it is easier said than done, so here are some quick tips on how to design your new space and have fun doing it!

  1. Start with ideas of what you like and don’t like– To get an idea of how you want your space to look check out other offices in your area (optical as well as non-optical spaces like retail), flip through magazines, or browse company websites (especially the Ennco Display Group website ;)) – Shameless plug!
  2. Be open to new ideas– The great thing about having an experienced designer at your side is… they have all kinds of ideas and could do this with their eyes closed! Although it might be hard, be open to what they have to say even if it is outside of your (cozy and warm) comfort zone.
  3. Discuss the bottom line– Be prepared to discuss your budget. All too often unrealistic budgets can hamper great potential projects. We understand nobody likes to discuss the finances of design, but doing so will save you tons of time!
  4. Take the plunge– Give your design team the green light on your office plan! If you need to first give them the yellow light that’s ok too… baby steps! The team will create a visual 3D model for you to fall in love with- if it’s not love at first sight don’t fret, changes can be made to make it a perfect match.

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5. Practice Communication– The 3D model is a great way to see the   many different store fixtures styles and colors that will create the overall feel to your space. Be honest and open with your designer, this will allow the design process to move smoothly and more efficiently.

Well now you know…these 5 steps are easy to follow and will ensure you are successful when creating your new space. Of course there is always the option of telling your designer to take the lead and just show you the final product!

Happy Designing!