To illustrate some of the key success factors of a winning sunglass program, let’s look at a 500-unit program we rolled out to Big 5 Sporting Goods stores for Allure Eyewear. So, point of purchase displays play an integral role in shaping consumer assessment of perceived value. Conversely, if you take a very expensive pair of sunglasses and put them on a cheap corrugated or plastic sunglass display, it will degrade the perceived value of the sunglasses, and shoppers will assume they are cheap. If you put a $2 pair of sunglasses on a high-end sunglass display, shoppers will automatically assume that the glasses are an order of magnitude more expensive. That is important to understand because what it means is that it is very difficult for shoppers to discern the cost or price of a pair of sunglasses. In today’s post, we’ll be discussing some of the keys to success in creating effective sunglass display programs as well as a number of design considerations. As with many other personal accessory items, sunglass sales are highly dependent on having well merchandised and effective sunglass displays.
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