Comments on: Effective Optical Displays

By: Linda Chalem

Linda Chalem — Fri, 09 Oct 2009 06:18:02 +0000

As an ex art teacher I can tell you most retailers simply do not have the “artsy” background or knowledge of design, color, and texture to display frames, etc.
90% of optical retailers use the “freebies” with which they wind up cluttering counter tops, windows, and shelves.
The opticians who “get it” strut their stuff quite creatively.
Putting a display together with “found objects” is something that can be easily done by using a theme and realizing that color is the first thing people see in the distance…before texture or design.
To help bring attention and improve sell through
I bought small ceramic hammerhead and sailfish statues along with “fantasy” fish peel off window/glass clings and assorted ocean creature items to create a focal point for the FYSH UK collection (inspired by colors of tropical fish in many of my account’s offices.
Sea shells, ships in small bottles, and colorful place mats all came together to give a true aquatic “feel” to the display. The Fysh frames were placed with temples open and straight back. All the better to show the face art these frames truly are all about.
My accounts have been most appreciative of the effort put forth to showcase the colorful designs of Fysh UK.

By: Bill Gerber

Bill Gerber — Thu, 08 Oct 2009 15:47:27 +0000

Great post, advice from Jamie and props to Helmut @ Optylux for his creativity. So glad he did not drill the rods into that beautiful surfboard, becuase, well, I want it!
The true paradox of the shows is the disconnect between the presentation on the floor and at retail. I’d really like to see manufacturers only displaying with available pop materials, so retailers could carry through the concept. Seriously, how many amazing frames that were bought because they looked so good at the booth end up languishing on a basic frame board? Or shall I say, frame bored? Each line has its own personality and needs to shine in store. Lining them up like little soldiers is the antithesis of good merchandising. Groupings, showing temples, good lighting, descriptor cards, cool stands(kill the lame old lucite risers, please)make lines interesting to the customer. Sadly, despite all our efforts, 90% of all optical retailers display their products poorly. Let’s look to those that do it right and to the retailers in other categories(hello Apple?,At+t,Aldo,Sony,SgHut)for guidance and inspiration.
Feel free to contact me for examples and advice.
Way to go OVS!!!

By: Shirley

Shirley — Thu, 08 Oct 2009 15:14:50 +0000

This is great Jamie, thanks for the comments, they are right on and we would love to see some pictures if you have them.
Shirley

By: jamie hansel

jamie hansel — Thu, 08 Oct 2009 12:03:17 +0000

hello Drs & Opticians/Retailers the most effective displays are the simple ones. Window displays are all about repitition repitition repitition. You can take toilet paper & paper towels & make a great display. Cereal boxes with a bowl & silverware & make a great display. Remember YOU are the “Brand”-not the frames that you carry. Keep it simple. In fact-some of my displays do not even include the frames. It is more about “image” than the frames that you carry. Keep it simple & repetitive. Lighting is so very important also…especially inside your business. I go into some shops & they have the lights off-especially in their display cabinets. Remember-when you open the doors every day for business…..YOU & your staff are “ON STAGE”!!
Prepare for a great perfpormance!!
It’s ALL about the shopping experience that your customers experience…not just the product.
Jamie Hansel
New York Independent Sales Rep