Almost every pair of legs that walk through the doors of your store could benefit from wearing graduated compression—making compression socks and hosiery the perfect add-on sale opportunity for HME and DME provider.
Choosing Products for Your Store
There are many variables to consider when deciding which types of products to carry in your store. What are the ages and occupations of those who frequent your store? While medical-grade compression products at 20mmHg or higher are often needed by people who have been to a doctor and prescribed compression to help combat tired, achy legs or signs of venous problems (such as varicose veins), there could be other people who might benefit from wearing compression products such as caregivers or family members. You’ll want to include everyone in your analysis. For example, a local businessman might enter your store, with his mother, who has been prescribed medical compression hosiery to help with the swelling and pain she experiences in her legs. In conversation, the businessman mentions that he can relate because he often experiences slight swelling in his legs when he travels for work. This businessman is a perfect candidate for compression products, too, in the 15-20mmHg level. These products will help improve his overall well-being. Not to mention that leg problems are often hereditary, and blood clots are often a concern for people who travel frequently.
Compression Facts
According to the American College of Phlebology, more than 80 million Americans suffer from venous disorders, and many people are often unaware they have a problem. Symptoms include achy legs, early signs of varicose veins, cramps or leg fatigue, leg or foot swelling, spider veins, skin discoloration and leg ulcers. Healthcare workers, teachers, service men and women, factory workers, business travelers, expecting mothers, athletes, retailers and anyone who stands or sits for long periods of time each day are all groups of people who can often benefit from wearing graduated compression. Though senior citizens often experience leg problems, it’s common in other age groups as well. In fact, one in five working men and women experience leg problems, which cost U.S. corporations more than 2 million lost workdays every year. Graduated compression socks and hosiery are designed to be tightest at the ankle and decrease in pressure progressing up the legs. These products help minimize the risk of varicose and spider veins and help improve overall circulation. By asking the correct questions, such as about their occupation and amount of travel, you can determine if someone might be able to benefit from wearing graduated compression and in turn, expand your compression sales.
Compressed Merchandising
Manufacturers of high-quality graduated compression offer many different fabric choices and styles designed to fit any lifestyle. Today, these products look similar to products available in department stores, with the added health benefit of graduated compression. Graduated compression stockings are available in a variety of styles, sizes and compression levels including:
- socks
- knee-highs
- thigh-highs
- panty hose
- maternity tights or panty hose
- open-toe garments
- closed-toe garments
- sizes ranging from petite to plus
- Compression levels vary slightly by manufacturer but common compression ranges available include: 8-15mmHg, 15-20mmHg, 18-25mmHg, 20-30mmHg, 30-40mmHg 40-50mmHg and 50-60mmHg.
When considering what types of products to work into your retail offerings, you’ll want to look for options that are not only comfortable, but also have a lot of wearing power. Blacks, blues, browns, grays, neutrals and whites are often good choices because they can be worn with a variety of clothes. Keeping a good selection of well-being products in the 15-20mmHg on hand will also give you the flexibility to promote compression socks or hosiery as the perfect add-on sale item.
A Few Tips
Offer a variety of styles that include socks, knee-highs, thigh-highs and panty hose. After you have stocked these products for a while, you will be able to gauge the types of products your customers wear the most, and this will allow you to keep plenty of these items in stock. Devote a set area of your showroom to compression. You may only have a limited amount of space to set up a compression shop within your store. It’s also important to have a small private area in your store you can dedicate as a fitting room, so that patients can have privacy when being measured and fitted. Provide brochures that can help explain how graduated compression works and show consumers the variety of fashionable options your store offers. Product swatches will give customers an idea of fabric choices and color options available. Be sure to partner with a compression manufacturer who offers these items for free with your order and wants to help you create an appealing display inside your store. Rotating products seasonally can help showcase a variety of products and give consumers something exciting to look at each time they visit your store. The store window is a perfect opportunity to showcase the fact that you carry these products to your community. Products presented on display legs and with proper signage can encourage passing shoppers to stop in and consider compression.
A Step in the Right Direction
When working with patients who need compression socks or hosiery, it’s important to have an understanding of basic anatomy, leg health and medical conditions to assist shoppers in selecting the appropriate products. Since compression socks and hosiery are priced slightly higher than garments without compression, you’ll want to have an expert in your store who can help explain to consumers how these garments can help improve their overall health and well-being. You’ll want to partner with a compression manufacturer that is willing to spend time in your store to help educate your staff about how to properly measure and fit patients for products. These compression experts can also help educate your staff on which products are appropriate for those with skin allergies or sensitive skin.
Increase Your Compression Business
There are many opportunities to grow the compression category within your store. Marketing to local physicians and letting them know you carry these products can be a great way to help move products in your store. Consider sponsoring a community event or participating in a local health expo to help raise leg health awareness and exposure for your shop. Once patients realize how much better their legs feel on days they wear graduated compression, they’ll be back to purchase additional pairs in additional color options and styles. Word of mouth will increase the number of pairs you sell as people tell their friends about the improvement in their general leg health. Don’t forget to encourage customers to come back and be refitted for new pairs every six months. Loyalty cards and referral discounts can also help drive compression sales.
