There is no single sell-through rate that defines a good eyewear program in every store. A useful sell-through target depends on the review period, category mix, seasonality, inventory availability, retail price, and how quickly the supplier can replenish.
Define the period first
A 30-day sell-through rate means something different from a six-month rate. Always state the starting inventory, units sold, and time period.
Do not ignore stockouts
A store can show strong sell-through partly because popular powers or styles were unavailable for part of the period. That is good demand but incomplete execution.
Read sell-through with other signals
- reorder frequency
- reader-power stockouts
- inventory aging
- gross-profit contribution
- seasonality
- fixture maintenance and placement
Use the trend to make a decision
Improving sell-through with stable availability is encouraging. Weak sell-through concentrated in a few styles may call for an assortment change rather than removal of the category.
Continue: How to Measure an Eyewear Program.