Product Friendly Merchandising Pointers

2017 • Staff Education

From streaming video to winning displays, here are several ways you can integrate product into your merchandising messaging both online and in-store.

Tip: Post images of staff wearing their favorite frames and include a quote from them about why they like that style.

80%of online activities are based on text. Want to stand out? Then include multimedia on your website and in your posts.

ONLINE

Although many social media posts are just words (80% of online communications are text only), the key is to mix it up. While you want to keep it simple, you also want to use multimedia to get your product messaging across. Here are a few examples.

VIDEO. There are lots of ways to use video. It can be streaming video of your location, hot frames, interviews with fashion-forward customers, or, of course, vendors talking about a particular collection. You can also get your product messaging across with vendor-produced videos like the ones at shamirlens.com. Whatever video you choose, be sure to play it not just online, but in-office as well.
MULTIMEDIA. Video is just one medium. You can also add to your product messaging and branding with audio, slideshows, and straight images.
CELEBS. You’ve seen the images of celebs sporting the glasses of frame and even lens companies. We bet you have local celebs in your town, too. Ask them if they’ll join your Wall of Fame. Then take and frame a photo of them in eyewear from your location. Feature it online and create your own Wall of Fame so that you can add to and change the pix of satisfied customers in their cool glasses. Better yet, take before and after pix, and post them online along with the explanation of why the new frames work, how they fit the face, enhance coloring, etc. You’re educating AND selling.
STAFF. Julie Urlaub, managing partner of Taiga Company, suggests featuring staff engaging with product. As she told Eyecare Business, “This connects the employee with the consumers who can get to know them. You can even post images of the staff wearing their favorite frames and include a quote from them about why they like that style or what makes it unique.”
FEEDBACK. Liz Austin, Google Agency Developer, told attendees at Vision Expo East in March, “Do not underestimate the power of (online) reviews. Embrace the importance of ratings and consumer perception online. Consider building these into your ads and messaging.”

IN-STORE

FANS. For brand and product messaging that travels, literally, sponsor a local sports team and put your logo on the uniforms or caps. Be sure to feature a team photo in your display of sports eyewear.
PARTNERSHIPS. Link up with like-minded local businesses. Invite jewelry and clothing stores to feature your eyewear on mannequins in exchange for you featuring their product in a display or window.
DISPLAYS. Make product the centerpiece of your standalone and window displays. Show them off in a pyramid shape in odd numbers, and separated vertically from warm to cool, light to dark.

How do you promote product in a winning way? Tell us about merchandising strategies that work for you and share in the Facebook conversation here.