There is a significant disparity between households with annual incomes over $60,000 and those households with annual incomes up to $60,000 in the purchase of plano sunwear, according to The Vision Council VisionWatch June 2012 Plano Sunglasses Sales report. Households with annual incomes over $60,000 spend a total $2,080.8 million in plano sunwear in the US, while households with annual incomes up to $60,000 spent a total of $1,391.4 million.
When thinking though your sunwear strategy for your office, the data from the Vision Council VisionWatch is helpful. It tells us we need to have at least two different price points for our sunwear that are within 33 percent of each other. Adjusting this to specific numbers for your practice will depend on how you’ve positioned your practice. So where do you start? Start by reviewing your sunglasses sales for the last three years. Answer these five questions:
1. What are your current price points for sunwear?
2. How many units did you sell in each price point each year?
3. Are you or your staff presenting sunwear to every patient?
4. Does your staff demonstrate the difference between lenses that darken and polarized lenses to every patient?
5. Does the doctor prescribe sunwear in the exam room?
From the answers you get to these five questions, you have the foundation to create a winning sunwear strategy for your office.
