Don’t scare away your customers!

October can be a bit “spooky”… whether it be because of Halloween, the change in weather, or the sudden realization that summer is officially over. We find ourselves being cooped up inside (especially for all of us in Seattle!), which can often lead to serious evaluation of the environment where we spend most of our time…the office!

Do you look at your space and think…that’s outdated, I should really change out that display, or why did I buy that extra line of frames? If the answer is yes, then it’s time to update your space before you scare away your customers! Ok, that’s a bit dramatic… but they will really appreciate the new look and feel of your space!

Not all changes have to be big and grandiose! Here are some small changes that can be made to liven up a space:

  • New Signage: Adding signage can point your patients in the right direction, making it easier and more convenient to shop and find exactly what they are looking for!

Signage

  • Mirrors: Mirrors are the perfect addition to any space. They help to open up the space, but also provide the perfect canvas for your customers to view your merchandise.

Mirrors

  • Feature Displays: Creating hype for new products or a specific frame line can make all the difference when trying to make the sale. So, the idea of “showcasing” with a feature display is a great way to spice things up! (Check out these great feature displays for inspiration…. Flight Boxes, Luminato, & Freestanding Displays)

Feature Display

If you feel it is time for a big overhaul you could consider making some of the bigger changes:

  • New Dispensary Design: Creating a new space for your patients to shop and your employees to work creates an exciting and refreshed environment. Need help thinking outside the box?
  • New Displays: Even just updating your frame boards can create the look of a new dispensary without having to redo everything and start from scratch! With the help of our new “Complete Systems” it is even easier to pick out a new look!
  • New Accessories: Surprisingly, new space accessories (i.e. paint, flooring, seating, lighting, etc…) can make all the difference in the overall appearance of your space. Perhaps changing the color of your walls can create just the pop you were looking for!

Changes, whether large or small, can make all the difference when it comes to the way you present your business and merchandise to your patients! And just think…now is the perfect time to make these changes as we start rolling into the busy holiday season!

 

Refresh for Summer!

Creating Rays of Sunshine!

Summer is almost here. The kids are almost out of school and there is more sun than clouds. Does your optical space feel like it needs the brightness the sun is bringing to the outdoors? Is there a feeling of “blah” when you walk in the door of your office?

Now is the time to change that. There are several options available to bring a new sparkle of sunshine to your space. From changing the front window display to replacing the pictures on the wall to adding new lights to replacing your flooring, doing one or all of these can put a freshness into the office that will bring in that summer feeling.

Need a refresh invitation?

How long has it been since you changed the appearance of your front window display? Changing the look for all of those that pass by will be like standing out front and waving a sign “Come look at what we have for you!”

Installing a new floating box or shelf system, hanging a new lit graphic, or are all things that can refresh your window display and present a new face to your existing and potential clients.

How long has that poster been on the wall?

Changing your existing posters or adding new graphics can do a lot towards creating a new, more exciting space. Ask your frame reps for new artwork or graphics, and then have Ennco print it on an acrylic board which you can mount on the wall or hang in the window. Or get the artwork printed on a transparency, buy a lit graphic box from Ennco and either mount or display the lit graphic in your space for a “pop” of “sunshine”.

Not bright enough?

Summer can be a good time to add new lighting. The brightness of the outdoors can be overwhelming but it is also appealing and adding more light to your displays can help create that feeling inside.

Adding new display lights to individual panels or a complete track lighting system are ways to refresh and highlight your frames. Doing this for specific displays and areas within your space can create “spots of sunshine” that will attract your clients and even those passing by.

Looking for some new colors?

Tired of seeing the same faded look when you walk in the door? Painting your walls, adding new wallboards, or changing the flooring are all steps you can take to brighten your shop.

Any or all of these suggestions can bring a new freshness to your space that will linger beyond the summer season. If you would like help implementing any of these ideas, or would like to discuss ways to create some of your own ideas, let the design team at Ennco Display help bring that sparkle back to your space.

 

Are Your Frames Walking Away?

Theft is often a reality for the retail industry and unfortunately the optical segment is not immune to that. Every business deals with theft in their own way, ranging from taking no action to putting every frame under lock and key. In this post, we will share a few ideas on how to avoid theft, including locking displays, increased service level, and even how your floor plan can mean the difference between theft or no theft.

Displays

There are many types of locking displays, from locking rods to locking showcases, chances are if you want a locking display you can find one that fits your needs. Locking rods have become increasingly popular in recent years, and one of our most popular locking rods is the Mino. It allows your staff to unlock an entire rod in a moments time, and yet still provides a sleek minimalist look and feel.

If rods aren’t your style there are several other options including showcases, display cabinets with back lighting, or perhaps floating window displays like our new Floating Flight Boxes or the original Floating Boxes.

FlightBox-Lock_TripleCable_NeutralTwill-r

With locking displays access to your merchandise is then dependent on the involvement of the staff. This created the dilemma of true valuable, is it more important to have more staff or accepting more loss from theft?

Staff Service & Education

This leads into our second suggestion for avoiding theft. In their recent post, The Optical Vision Site discusses the various ways that staff can help deter theft while creating a conducive environment for sales.

Education and training can empower the staff to be more aware of customer behavior and increase their recollection of current inventory, which in turn will allow more access for customers and increased control by the staff. As each staff member becomes more familiar with inventory they will notice what customers are interested in, allowing them to tailor their sales approach. It will also become more noticeable to the staff when something has gone missing. Frequent rearrangement and refreshing of the presentation and layout of your merchandise will also help with this (check out our post about Romanticizing Your Space!).

Design and Layout

Lastly, the physical layout of the space can be a major theft deterrent as well. Having less merchandise near the exit, putting the reception desk or an optician station near the door, or even creating an exit path that takes the customer past staff members are all simple ways to reduce the likelihood of theft. A mixture of displays, such as locking rod panels or floating display boxes, offer a secure environment with maximum exposure. Placing these more secure displays in locations that are more vulnerable (like the front door) while having other displays such as open shelves in other locations can also be effective.

These ideas can be tailored specifically for your business to create a theft deterrent environment. If you would like more ideas or help with your displays, design, or space layout contact the design team at Ennco!

Follow the leader? Trends in the industry!

Have you seen the latest _____? Did you get the newest _____?

Life seems to revolve around trends. We like to see, use, have the latest and newest, but as soon as too many of us have the latest and newest we are looking for the next latest and newest. At the same time there are those of us that have a preference for the tried and true.

This creates a dilemma for someone selling optical frames. Do I try to attract those looking for the latest and greatest or do I want to attract those that prefer the tried and true. How do we create a space that can appeal to those seeking the latest and newest without always having to change the space and, at the same time, maintain a space that also attracts those looking for the standards they have established and prefer.

There are several ways to approach this question. Having a space that is considered “timeless”, creating a variety of “mini” spaces, or using accessories that can be adjusted and refreshed to reflect the latest and newest.

Timeless

Some looks and the quality of certain items have created a standard of “timelessness”.  Using high quality materials and avoiding a look of clutter are two ways to create a look that will always appeal to the majority. Whether your space uses primarily shelves or rods or other types of display, if you are willing to invest in quality material and workmanship, your display will stand up to the test of time.

Mini Spaces

Within your space, the different ways and types of display can create an atmosphere that has an appeal to the different types of people that come in. The “Modular Wall Panel” system that Ennco has developed has a variety of fixtures and appearances that can be mixed and adjusted to your space in order to create a cohesive look while also incorporating several difference types of display.

Accessories

Just as you might change the look of your space to reflect the holiday or time of year, there are things you can do to change the appearance of your space and make it seem new and fresh. Moving accessories such as plants and chairs to new locations, making sure your signage and graphics are up to date, and rotating the feature displays are all simple ways to make your space new and exciting.

One of the ways that we can help is with the addition of lit graphic boxes. These can get mounted on the wall above your frame display and can enhance what is often a blank space with an attention-grabbing graphic.

For those of us looking for the latest and newest, it is always good to remember that someone has to start the trend. And, for those of us that have already established a standard, it is important to realize that even the classics can be improved and refreshed. If you have an idea or look that appeals to you, whether new or classic, and want to see it incorporated into your space, let the Ennco team help you make your idea a reality.

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.

1

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.