Dispensary Viewpoint

Tips to Heat Up Sunwear Sales

Evan Kestenbaum, MBA, of Optix Family Eyecare in Plainview, NY, and chief information officer for GPN, creator of The EDGE, says that to succeed with sunwear sales, you need to be “in it to win it.” Stock enough brands and styles of sunwear to tell patients: “Forget the mall; your needs are best met right here.” Utilize brand power, with 30 or more styles per brand, and 70 to 100 styles of top brands. Ask vendors to provide branded display units that make patients “stop and shop.” Another sales booster: Hold a sunwear trunk show. You’ll know in a day what your top brands are, then fine-tune your inventory to increase your selling power.

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