Out with the old, in with the new
We all have frames that have been sitting around for what seems like forever. You know the ones... discontinued product that can't be returned, ones that are scratched or flawed, those really wild pairs that get tried on daily but never sold and the utterly boring styles you have to wipe off because of dust, not fingerprints. How can you move out this old product to make room for the hot new stuff without taking a loss? Try creating a bargain bin. Start by rounding up all of the stale product you want to move and mark it somehow. You can use a highlighter to mark the sku tag, adding a colored sticker to the demo lens or temple or even using a dremel or paint to permanently mark the frame. Using clear sleeves or frame bags helps to keep the frames (somewhat) organized and in good condition. Now you will need a bucket or something to put them in. You can use anything from wrapping paper around a cardboard box to a fancy wooden chest. The hard part is next... what to charge? Tying the sale price to a lens purchase allows you to charge even less than what you paid for the frame and that is key in getting it to move. For our market I've found if you can price them in the $20 - $30 range you will be surprised how quickly they will move. Placement of the bargain bucket is also a big factor of getting them to move. By having it close to the sales and/or dispensing desks makes it easy to bring up as a second or even third pair. On the sign make sure to state disclaimers (with lens purchase, limited warranty, ect.) to avoid any headaches down the road.
Couple tips I've learned over the years:
- Leave your current sku tags on, it helps sales when the guest knows they are getting a $300 frame for $25
- Permanently mark the frames, less issues and confusion when it comes to warranties
- Sell the frames as-is and without warranty. Most end up being styles that you can't get parts or a replacement for anyway and guests don't put up too much of a fuss because of the price.