When buying a sunglass display there are any number of roads you, the retailer, can take. Perhaps the most popular method is to search until you find the best deal possible on a display that can accommodate the kind of volume you think you need. While it is important to cut costs where possible in your store, it is also important to think of every retail display you buy as an investment. When you buy a fixture for your store you are investing in your store’s success, your customer’s experience, and your integrity as a reputable seller of your product. This isn’t to say that buying an inexpensive sunglass display is always a bad decision, but if you’re serious about increasing your sales there are a few things you should consider before investing.
First, assuming things go as you’ve planned and sales begin to pick up, you have to consider an important factor every retailer thinks about when buying any type of display: traffic. Traffic is the biggest outside factor in the longevity of a display. Whether you own a family-oriented store, a high-end boutique, or a chain of pharmacies, traffic is both your friend and your enemy. As your customer interacts with your sunglass collection, they are also interacting with your display. Traffic is the sole reason it is difficult to place a time frame on how long a sunglass display should last. Although you can’t control the kind of traffic your display will receive, you can be prepared. You can invest in a display with a track record of durability and resistance to all types of customer interaction. Read the product descriptions of every display you look at and consider what kinds of materials each is built with, and how long each material can typically last under the right conditions. Plastic cracks. Soft metals will bend. Don’t be afraid to pay a little more for a display you think will benefit you for several years to come. Consider value before cost. Because in the end, like any business venture, buying a display is a numbers game; does it make sense to buy three $100 displays over the course of three years, or one display for $275 that will last you five and help you convert more sales?
Second, it is important to buy a display whose appearance is aligned with the core interests of your business, and the rest of your store. Sometimes retailers consider selling sunglasses an afterthought; “Sure, why not throw a display with some sunglasses in my store, it can’t hurt right?”. Wrong. A display that looks out of place in your store can be big turnoff for prospective buyers. If you’ve invested time and money in a retail landscape designed to impress your customer and make them feel comfortable, it doesn’t make sense to stray from your interests, even for a second. Search for a sunglass display with the look and feel of your store’s. If your store has a prominent wood grain feel, buy a sunglass display with a wood grain finish. Commit to making your buyer feel as comfortable buying sunglasses as they are any of your other products. In the end this will always mean more sales and a better shopping experience, which means more repeat customers.
Lastly, think about the way you want your sunglass display to interact with the rest of your business. If you think sunglasses could be a big seller for you, don’t be afraid to buy an attention grabbing display. Let your customers know that they can feel comfortable buying name brand sunglasses from you. If sunglasses will be a seasonal aspect to your business, look for a display that can knock down and store easily. If you think a counter top sunglass display might entice some buyers at the point of purchase, look for a display with durability and ease of use. Buy a display that fits you, your store, and the direction in which you’re looking to grow your business.
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