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If you are selling sunglasses then we hope you selling the right UV protected kind. How do I grab the attention of the shopper? Where you I place the sunglasses? What kind of rack do I use? These are just some of the questions that might plague you when trying to decide the best way to attract your customer. Marketing is still considered an art. Consumer behavior drives marketing and advertising strategies because ultimately your consumer is a person. And people act in a certain manner.
When a customer enters your shop looking for sunglasses, they will automatically go to the section where the sunglasses are displayed. They will probably look for a certain brand, color, size, feature that they have in mind. It is best to try and limit the movement of the customer so he doesn’t have to go too far to see how it looks on him. Most shops use a revolving unit to display several sunglasses in different colors and designs. This allows the customer to look through different options and make the best choice. By not having to move around a lot, the customer does not loose focus and his attention is still on purchasing a new pair. The revolving unit should be such that the customer can easily remove the glasses and put it back after he tries it on. Difficult racks will annoy the customer and he might get tired of the entire shopping experience.
It might also help to have different racks for different brands. Then if the customer has a particular brand in mind, he need not move around from rack to rack. The price should be clearly labeled on the sunglasses along with other features. Some distributors display the sunglasses in the window display or in the front of the shop. This is done to attract customers who are looking for sunglasses as part of their shopping list. The benefit here is that people will look at an attractive display and be drawn to the shop. Usually expensive sunglasses are displayed at the entrance.
Another option would be to display the sunglasses near the payment section. Lower end glasses that are targeted towards impulse buyers are usually located here. This is because there is generally a queue in front of the payment register. While waiting in line, a customer’s attention can be drawn to a sunglass display, which is located nearby. However, since the customer cannot leave the line, a long display tray can be arranged so he can look through different designs and still hold his place in the cash counter line.
Another good option would be to place mirrors near sunglass displays and racks. Any customer would want to try the sunglasses on therefore a mirror placed strategically makes all the difference. It might also be a good idea to place sunglasses at the eye level so it grabs the attention of the visitor as soon as he or she walks in. In either case sunglass displays and racks should be creatively designed and should showcase each pair as a unique and special piece. Sunglasses heaped in a comer are less likely to be purchased when compared to a neatly arranged and well-organized display.
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The author Kirk Bachelder is a sunglass wholesaler that offers wholesale sunglasses and many other wholesale sunglass accessories. You can view his website at www.CTSwholesalesunglasses.com
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