At Eclectic Eye we do one BIG annual sale. While this may be unheard of in many retail arenas we find it works well for us for a number of reasons. We specialize in luxury brands and handmade craftsmanship. For that reason, we don’t have to put things on sale to sell them well. When you have quality frame and lens offerings most folks don’t need a discount to pull the trigger.
With that being said the annual sale is one of our most cherished events and all involved have a lot of fun. We establish a theme and mark each frame line with a different percentage. We use social media and various advertisement avenues to promote the sale and all of our regular customers know the sale is upcoming since we do the event at the same time each year.
The sale runs from Friday to the next Saturday, so a little over a week. We close both stores the Thursday before for a special event, the Preview Party. We invite 150 of our customers who LOVE eyewear (eyewear wardrobe believers, I like to call them). We serve champagne and give these customers a first look at what’s on sale. They can purchase anything they like and get “dibbs” over other sale shoppers. People take off work early and bring friends because it is such a fun event!
For the rest of the sale week we work on the same principles we do each day. We never want to sell someone a beautiful frame unless it fits and makes sense for his or her needs; not just because it’s on sale. This sets us a part. Yes, this is a time for people to get a great deal on beautiful eyewear but we never want that to take a backseat to overall fit.
The day after the sale we bring the newest styles and color offerings out to our shelves. This is exciting for our customers and the sale gives a great opportunity to educate people on when they can intercept the new pieces hitting the shelf. We often have customers who purchase at the sale and are back the next week to check out the fresh picks.
What does your dispensary do differently at sale time to really make an impact?