This article originally appeared in the July 2015 edition of INVISION.
At your next Ladies Night, tell guests that no merchandise is for sale during the event. A no-buying-allowed party creates an uninhibited atmosphere in which your guests can fully enjoy each other’s company and try on the creme de la creme in eyewear and sunwear. Be sure to take lots of photos and make notes of everyone’s favorites. The goal is to help your customers plan not just their next eyewear purchase, but their four or five (or more) after that.