There's Money In Optics!

Shooting Industry, July, 2001 by Roger Combs

New And Better Optics Provide Dealers More Options And Profits!

Optics are accessories that can offer more profits than the firearms they compliment.

"We try to sell a scope with every rifle and shotgun we sell," Tom Thomas, owner of The Outdoorsman, said. His gun shop is located between Scranton, Pa. and Binghamton, N.Y. "If the customer wants, we mount and bore-sight the scope. I estimate we mount a scope on about 40 percent of the rifles we sell."

Thomas carries Nikon, Leupold, Swarovski and Weaver scopes, and his optics business consists mostly of riflescopes. After recognizing an increase in varmint shooting, Thomas now sells riflescopes in the 14-16 power and 16-20 power designed for hunting varmints. Wild turkey hunters purchase two- and three-power scopes.

At the Gun Exchange in El Cajon, Cal., 25 to 30 percent of rifle customers also purchase riflescopes. The Exchange stocks Meopta, BSA, Bushnell, Leupold, Redfield, Simmons, Weaver, Springfield Armory and Swarovski optics. The Leupolds and Bushnells sell the quickest.

"A large, complete display is vital to successfully market optics," Lou Baldridge of the Gun Exchange said.

Variable-power riflescopes outsell fixed-power models 10 to one at the Gun Exchange, with the 3x-9x variables proving themselves the most popular amongst customers.

Retailers reported an increase in higher-power binocular sales specifically amongst hunters who desired 12x to 16x magnifications, quite a jump from the previous 8x or 10x standard. The same power trend is apparent in riflescopes, illustrated by the number of hunters seeking big game and varmints in the open spaces of the West.

While many customers shop according to budget, informed shooters understand that quality can be expensive. Successful optics dealers take the time to explain the optics' functions, knowing that side-by-side comparisons often sell the higher-priced models. Manufacturers and distributors provide dealers extensive promotional literature that aids in selling quality optics.

No checklist of which optic brands to sell exists. Manufacturers constantly develop new products and extensively advertise to propel sales at both consumer shows and store displays.

Here is a snapshot of companies that offer optics which your customers may wish to purchase.

BSA Optics

BSA's Deerhunter scopes are available fixed at 2.5x, 4x and 8x, and in several variable models: the 3-9x, 2.5-10x and 1.5-4.5x. BSA's Contender models feature precise windage and elevation click adjustments, and focus as close as 10 yards. Sporting scopes with fixed and variable magnifications up to 60x are recent creations. In-line and angled eyepiece models can be purchased at reasonable retail prices.

Burris Co.

Burris offers two new Black Diamond and two new Fullfield II riflescopes, one of which utilizes an Electro-Dot for low-light conditions. The Black Diamonds are configured 2.5-10x50mm and 4-16x50mm. The Fullfield II models are in 6.5- 20x50mm and 3-9X. Burris' binocular line offers the new Landmark 8x-42mm and 10x-42mm, and has upgraded its Signature series with the addition of phase-correction coating to the prisms, and twist-up eyecups.

Bushnell Sports Optics

Bushnell offers an extensive line of binoculars, spotting scopes, riflescopes, rangefinders, telescopes and night vision products. The company redesigned its Bausch & Lomb Legacy porro prism compact binoculars, and the Legacy 8x24mm, 10x24mm and 12x24mm binoculars sport new twist-up eyecups that provide longer eye relief. Nitrogen waterproofs and fogproofs the binoculars.

New this year is Bushnell's Sportsman riflescopes, both fixed- and variable-powered scopes that offer several choices of reticles. In binoculars, Bushnell has introduced new Perma Focuses in three different magnifications.

Canon

Canon expanded its binocular line with the l5x50IS and 18x50IS all-weather image stabilizers. The 50mm objective lens offers a bright field of view. A press of the "Image Stabilizer" button activates the I.S. feature.

Fujinon

Fujinon offers a full line of binoculars, riflescopes and spotting scopes designed primarily for hunting. Its binoculars' magnifications range from seven to 15 power, and all models meet U.S. military specifications for waterproofing and shock resistance. Lenses are multi-coated for light transmission and color fidelity, and the Air Drop model exceeds Mil-Spec's drop requirements by 2.5 times and the waterproof test by 200 percent.

Five variable magnification choices for riflescopes, from 1.5-6x up to 6.5-20x, exist. A nitrogen-charging process waterproofs and fogproofs the 1-inch tube-scopes that are outfitted with silent flip-up lens caps and optional interchangeable lens filter choices. The most popular model is the 3-9x variable-power, packaged with a polarized amber lens filter.

Kahles of Austria

Kahles added Advantage camouflage to its popular 8x42, 10x42 and 8x32 binoculars and has introduced four variable-power riflescopes with 30mm diameter scope tubes. The scopes come with a variety of illuminated and non-illuminated reticles.