Click here to download the catalog as a PDF file. To view this site you need Adobe Flash Player and your browser must allow javaScripts. Go here to get the latest Flash Player. sees that, he’s very intimidated. You need different price points, from inexpensive to very expensive, but you don’t want to overload or confuse the customer.” Independent dealers can take advantage of this confusion. Instead of having every brand available, select a limited number of brands that “fit together well.” “Independent retailers need to carry brands that make a good profit for them, and give them a good assortment of products,” Proper said. “Retailers can carry just two or three brands, as long as they complement one another. For instance, if you’re carrying Bushnell, Nikon and Alpen, and you have an 8x42 in all three, why do you have the same thing in all three brands? Decide which one is the most popular with your customers, and which one you make the most profit on.” Merchandise your optics so they’re easy for the customer to see and so he can distinguish between brands and price points. “Many retailers hang binoculars that are less than $50 where the customer can reach them,” Cameron said. “Generally customers are comfortable buying binoculars that are less than $50 without trying them. However, at higher price points, binoculars need to be in a glass case and the customer needs to be able to try and compare them.” McBride said letting customers get their hands on optics is essential. “If the person at the counter can get the customer to look through a riflescope or spotting scope, he’s more likely to make the sale,” McBride said. “Show the customer the difference between 40mm and 50mm objectives. Once you get to the larger objectives, your light-gathering capability increases, which is what a lot of customers look for.” When it comes to merchandising spotting scopes, display them on a tripod. That draws customers and gives them a firm platform to try the scope. “Some brands offer very good value and some don’t,” Cameron said. “It’s important to know your products, and to be able to explain them to your customers.” For example, be able to show your customers how different brands of optics transmit light differently. “This is something that’s easy for a retailer to explain to a customer,” Cameron said. “When you’re hunting, it’s frequently at dawn or at dusk when there’s not a lot of light www.shootingindustry.com Display For Most Sales Sightron’s new offerings for 2009 include the SIIILR Series, with low-dispersion glass, which offers premium performance in all light conditions. Swarovski Celebrates 60 Years warovski Optik is celebrating its 60th anniversary and is offering its anniversary-edition binoculars at “sensational prices.” The 60th anniversary models include Swarovski Optik’s award-winning EL and SLC binoculars, each with a Lift Carrying Strap bearing the anniversary emblem. The company is offering the special-priced binoculars through Aug. 31, 2009, or while supplies last, through its participating dealers. “During our company’s 60th anniversary, we would like to give our customers the opportunity to celebrate with us as part of a unique anniversary offer, enabling them to become part of this historic celebration,” said Albert Wannenmacher, CEO of Swarovski Optik North America. Swarovski For more information, EL 8.5x42mm visit www.swarovskioptik.com. S Sell Key Features JUNE 2009 23