Columns Barbara Wright: Give ‘Em an Eyeful Published 6 years ago on February 24, 2015 By INVISION Staff Share Tweet The best two places to put your highest-margin merchandise This article originally appeared in the March 2015 edition of INVISION. There are six vertical height zones for displays, but only four of them work for eyewear. Zones 1 and 6 are not effective for eyewear. Zones 2 and 5 can work with the right kind of frame holders. Zones 3 and 4 are the sweet spot for display. Zone 1: Stretch Level — above 6 feet. This is the least valuable display zone. Products placed above this height get little attention from shoppers. Advertisement Zone 2: Above Eye Level — 5 to 6 feet. Frames can be displayed successfully on shelves within this level if you use tiered displays that present the frames face out close to the front edge of the shelf. Zone 3: Eye Level — 4 to 5 feet. Products at eye level sell best. Place your highest-margin, best-selling styles here. One study found that eye-level merchandise received 35 percent more attention than products on lower shelves. Zone 4: Below Eye Level — 3 to 4 ft. This level is approximately at a shopper’s waist height, below eye level but within easy reach. This zone is second in terms of shopper attention, so it’s still a good place for high-margin merchandise. Zone 5: Touch Level — 2 to 3 feet. Frames can be displayed as low as 2 feet above the floor if they are on a countertop or shelf facing up. Zone 6: Stoop Level — less than 2 feet. Most shoppers don’t like to bend down, so this zone is the retail equivalent of the boondocks, relegated to low-margin products. Keep all your merchandise above the 2 foot level. Advertisement Next issue: Less is More. BARBARA L. WRIGHT heads one of North America’s most award-winning and successful optical design firms, Barbara Wright Design. Barbara’s lively personality and humorous style backed with 30 years of “in the trenches” optical design experience make her a popular speaker and author. Get her free educational articles and videos on visual merchandising at tinyurl.com/BWDdisplay. Related Topics: click to Comment(Comment) Up Next John Marvin: Win Big With a Great Team Don't Miss Robert Bell: For Whom the Pendulum Swings Advertisement SPONSORED VIDEO SPONSORED BY SHAMIR Shamir Glacier PLUS™UV Utilizing the most advanced technologies, Shamir Glacier PLUS™ UV ensures you receive the most enhanced performance from your lenses. You may like Promoted Headlines Make Them Yours: Specialty Coatings/Tints North American Coating Laboratories Introducing EssilorLuxottica 360 Essilor American Eyes 2020 — Safilo’s Celebration of U.S. Eye Care Professionals Continues Safilo Advertisement Latest Trending Videos The Big survey8 hours ago Think You’re Having a Bad Day? ECPs Told Us Their Biggest Screwups Best of the Best1 day ago This Seattle Practice Turned A Muralist Loose On Its Walls — With Stunning Results Photo Gallery2 days ago 19 Images That Will Change the Way You Think About Optical Lighting Press Releases2 days ago Prevent Blindness Declares December as ‘Give the Gift of Sight Month’ Columns4 days ago Increase Medicaid Patient Engagement With 3 Simple Steps Photo Gallery6 days ago Hilary Swank in Silhouette TMA Frames … and More Celebrity Eyewear Picks Headlines3 weeks ago Report: U.S. Vision to Lay Off 299 Workers Headlines3 weeks ago Pennsylvania Expands Optometrists’ Scope of Practice The Big survey1 week ago These 14 Industry Traditions Need to Die, ECPs Say Photo Gallery3 weeks ago Check Out These 17 Eye-Catching Optical Murals Headlines4 weeks ago Video: Florida Man Invents Robot to Place Contact Lenses Headlines4 weeks ago Video: Some Retailers Board Up Due to Election Unrest Fears Headlines1 month ago Video: Car Crashes Into Optometry Office; 4 Taken to Hospital Sponsored Content3 months ago Introducing EssilorLuxottica 360 Sponsored Webinars3 months ago Introducing Varilux® Comfort Max Lenses Advertisement SubscribeBULLETINS Get the most important news and business ideas for eyecare professionals every weekday from INVISION. Advertisement Most Popular Photo Gallery6 days ago Hilary Swank in Silhouette TMA Frames … and More Celebrity Eyewear Picks Benchmarks6 days ago How 6 Eyecare Businesses Get the Word Out to the Right People — On a Budget The Big survey5 days ago 35 Time Management Hacks From Your Fellow ECPS The Big survey1 week ago ECPs Share COVID-19’s Life Lessons Products1 week ago 9 Brands That Ensure You’ll Look Good From Your Head to Your Toes Columns4 days ago Increase Medicaid Patient Engagement With 3 Simple Steps The Big survey6 days ago More Than 60% of ECP Businesses Expect Earnings to Fall This Year Mark Hinton1 week ago Are You Effectively Connecting with Patients Before, During and After Their Office Visit?