They’re big, bold, and colorful and they can be wild or completely over-the-top. One thing is for sure: eye-catching eyewear styles stop customers and passersby in their tracks—and send them into your dispensary. “I buy crazy, wild, over-the-top frames that I never expect to sell just for the sole purpose of putting them in the front window,” says Barbi Tuckerman, owner of B. Tuckerman Unique Eyewear in Columbus, OH. They may not be huge sellers, but unusual and unique window pieces can definitely pay for themselves in the long run by bringing in additional business. In fact, some eyecare professionals even have a budget for such marketing endeavors. “These special pieces are a marketing investment in so many ways,” says Liz Erley, OD, owner of Wink Optical in Boulder, CO. “I bet we spend between $5,000 and $10,000 a year on these kinds of pieces. We like to put them in our front window because we get a lot of walk-by traffic, especially after we’re closed for the evening.”.
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