HOW TO TURN BORING BOARDS
INTO KEY SELLING ZONES
Editor: Stephanie K. De Long
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COLOR ME…
Here’s what color guru Leatrice Eiseman, executive director of the Pantone Color Institute, has to say about using color on your frame boards.
Break it Up. “Bring in other items like cosmetics. Open up a couple of tubes of gorgeous lipsticks or display some great-looking nail polishes. Anything that has an obvious color story to be told.”
Tell a Story. “When consumers walk in, most people look to the right first.” To pull them through, on a frame board “in the back left of your store, create a strong color display, such as a grouping of like colors--all red frames, all blue frames or all metallics. Repeating color really does capture the consumer’s eye.” |
SILHOUETTE
SOLUTIONS
“When brand-specific floor displays are not an option, logos and product-specific signage help to bring attention to the brand and support the positioning of the collection on the frame board. In this issue of the LOOK, you’ll find a variety of ways to enhance your boards.”
--Kristen McLaughlin, Silhouette Optical |
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FRAME BOARD
STRATEGIES
Here, a few smart ways to make your frame boards work for you.
Retail Savvy. When Marjorie Knotts, O.D., redesigned her Indianapolis practice, she and visual merchandising expert Travis Reed of Creative Visionary took frame boards to a whole new level. They inset a mannequin into the space, featuring clothes and accessories from nearby retailers. This display tells a lifestyle story without saying a word, while also expanding the eyewear story to include a fashion message.
Sunwear Displays. Follow the trends and shop the competition to see what they’re doing. According to our secret shopper team at EB, 64% of ECPs we visited sepa-rate product by brand. A few merchandise it by function (sports, safety, fashion). In the mass merchant arena, many dispensaries organize frame boards by gender and then by brand within gender. |
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COMING NEXT MONTH
NUMBERS TO KNOW: From lighting lingo to display locations, here are key merchandising stats and strategies you need to know. |
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Send us pix of problem areas, solutions you’re proud of, or questions about merchandising. We’ll be happy to ask the experts to address your challenges. You can reach me on Facebook or email. Just let us know how we can help. |
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