IN-STORE MERCHANDISING

Innovating Optical Retail with Branded In-Store Displays

The Challenge

Optical accounts often struggle with merchandising, making it challenging to showcase products in a way that aligns with brand guidelines. Securing dedicated, branded space in these environments was critical for elevating the customer experience and driving sales. To overcome this, a solution was needed to create bespoke fixtures tailored specifically to the optical retail landscape.

OBJECTIVES

1. Expand Branded Spaces: Secure increased square footage in high-performing A and B-level optical accounts across the U.S.

2. Enhance Merchandising: Provide visually distinct, functional display materials that resonate with consumers and align with brand standards.

3. Drive Sales: Leverage upgraded in-store merchandising to boost sell-thru of prescription eyewear and improve overall brand presence.

Target Accounts:

• A-Level Accounts: Trendsetting, market-leading optical retailers with significant revenue potential.

• B-Level Accounts: Prominent accounts with strong growth opportunities, identified through revenue and segmentation data.

A suite of customized in-store display materials was designed and deployed to optimize merchandising within optical retail settings:

• Single and Double Frame-Boards: Flexible displays accommodating varying space constraints while maximizing product visibility.

• Branded Plaques: Elegant, brand-specific signage to reinforce recognition and elevate perception.

• Frame-Board Skins: Distinctive designs to differentiate women’s and men’s eyewear styles, enhancing visual appeal and shopper navigation.

These displays were strategically provided to A and B-level accounts, ensuring the most impactful use of resources to drive results.

The initiative delivered significant improvements in brand visibility, sales performance, and retailer engagement:

• Sell-Thru Growth: Prescription eyewear sell-thru increased by 25% in accounts utilizing the new frame-boards.

• Branded Space Expansion: Branded display space in the optical channel grew by 35%, solidifying the brand’s presence in key accounts.

• Marketing Opportunities: Share of window space for marketing efforts increased by 40%, further enhancing the ability to capture consumer attention.

LEGACY

This innovative trade marketing and in-store build program redefined how the brand was represented in optical retail. By combining strategic account targeting with tailored merchandising solutions, the initiative not only boosted sales but also strengthened relationships with top-tier accounts. The result was a scalable, impactful model for creating branded environments that drive consumer engagement and loyalty.