The Optical Vision Site

Increasing Optical Accessory Sales

How to Use the ‘Meledandri Effect’ to Increase Client Interaction, involvement and Sales 

My husband used to go to a fabulous men’s shop in NYC – Roland Meledandri – to buy the most interesting business shirts. (Before Turnbull, Façonnable, Pink and Tyrwhitt crossed the pond.) They were created with powerful and intriguing patterns and colors i.e. French Blue when everyone else was wearing white or pale blue… bold stripes and plaids and weaves. When Roland pulled out some shirts, he didn’t leave it at that, he immediately pulled a number of exciting ties and pocket handkerchiefs that worked with them. And, invariably, Dick ended up buying a couple of shirts, and more than a couple of coordinating ties on each visit. Roland’s supplemental sales were often larger than the original shirt sale.

I’ve noticed that most eyewear boutiques and optical offices keep their “eyewear jewelry” (I’m calling it that, even though most of what they’re showing is the fashion equivalent of Librarian Leashes.) off to the side, or out of the way on a rack near the register. They’re relegated to an “Oh, by the way…” afterthought item. Something for the client to stumble upon after the major eyewear sale has been consummated and hopefully may be added to the sale.

Now, maybe it’s because I’m rather new to the Optical Accessories business, but there are verrry few places that seem to understand how to merchandise accessories to tie them into the original sale. But there are a few.

SheerOptics is a beautiful shop on an upscale residential stretch of upper Madison Avenue in New York City. Sheera Gluck has put together the most exciting collection of frames. Frames that appeal to, and excite, her well-heeled clientele. She also carries my Eyewear Jewelry. Her window displays show those exciting frames attached to a coordinating pair of my NECGLASSES™ or CERCLE DU SOLAY™ Eyewear Jewelry. And, many of her clients purchase them because they can easily picture how they will work with their frames to create a unique and memorable fashionstatement. And, oh yes, creating a substantial additional sale for her as well.

Schatan Optical Gallery in Torrance CA, is another eyewear retailer who understands the selling power inherent in Eyewear Jewelry accessories. Mary Lou Schatan has designed a visually exciting gallery environment that promotes the creativity and style awareness that appeals to her savvy clientele. Using framed art prints of Denise Solay’s Impressions Collection she has accented the high style and creative elements of her exceptional collection of eyewear. She has put the idea of Eyewear Jewelry right there, up front, along with the frames. Hmm. It seems that she understands the importance of eyewear as a fashion accessory. And, Eyewear Jewelry as a supplemental sale.

So why do I still get the response that “My customers just don’t buy chains”? Well, it could be the way they’re being merchandised. Introducing Eyewear Jewelry early on in the sales process can lead to a considerably higher sale instead of waiting ‘till it becomes an afterthought.  It could also be that the Optician/Eyewear Retailer just doesn’t get that they are no longer selling “eyeglasses”, but one of today’s hottest fashion accessories. 

It’s not easy to change a less than inspiring “Granny Chain” mind set into an exciting, “fashion accessory” concept, but it can be a wonderful sales enhancer. It just takes a little bit of imagination and products such as Denise Solay Eyeglasses Jewelry which are not the usual granny chains, librarian leashes, lassos, loops, lariats or retainers. They’re for those who understand an image of authority and power… for those who desire to project a sense of intellectual acuity. And frankly, for those who are tired of losing, leaving or ruining those beautiful frames they just bought from you.

Blush-White Freshwater Pearls, Rock Crystal & Sterling -$190 Retail -Shimmering pearls against a backdrop of crisp crystal and smooth sterling. No nonsense, but very feminine.  This is real jewelry to hold a pair of fabulous glasses, or, just to wear as a fashionable necklace.

Contributed by Denise Solay of Denise Solay Designs. Denise can be contacted at denise@solayeyes.com

Similar Posts:

• Congratulations Denise Solay!
• Competition for Those Hard To Come By Eyewear Dollars
• Breaking News-Denise Solay Designs as Sponsor
• Reycled Eyeglass Holders From Old Pots
• Add-On Optical Sales- Ultrasound Eyeglass Cleaners