Improve Sales with Better Access(ories)
Understand how your customer base has changedOctober 9, 2013 By Bill Ennis, Director of Sales, OmniMount
The consumer electronics industry is driven by exploration, innovation and differentiation. We’ve witnessed many examples in recent history and have approached a new age where technology is part of mainstream America.
It’s time to address how the evolving industry is changing the retail landscape, how access to the right options at the right place can increase sales and customer satisfaction, and how failure to do so might result in missed opportunities.
Electronics and accessories are no longer reserved for tech savvy early adopters. Today’s shoppers span a wide range of generations, from children that know how to navigate iPads to aging adults, each looking for tech-inspired products and solutions, each with varying degrees of comfort with technology.
The shopper profile has shifted heavily from men to women, many acting as the primary decision-makers for a household. Even ambitions have changed as we’ve seen the rise of the do-it-yourself shopper.
Understanding how your customer base has changed and making strategic messaging and merchandising decisions at retail can help you sellmore accessories.
Improve. Catering to a broader audience means rethinking where a product is merchandised in your store. It’s a good idea to address people who are actively seeking a solution and those who aren’t.
Make sure your accessories are in the proximity of related technology and also non-technology. Think beyond the traditional tech shopper and merchandise accessories next to other product categories, such as furniture or fitness products. Products that once had no place at a register or end cap are now contenders for impulse buys when displayed more prominently and with the right messaging.
Appeal. Knowing your shoppers makes it easier to provide them with the right solutions. There are opportunities at retail to cater to the DIY shopper, for example, with relevant products and messaging. Make sure your product mix reflects the needs of this category by including simple, DIY-friendly solutions in addition tomore robust options.
Appeal to the DIY shopper with targeted products, packaging and point of sale (POS). The same general rule can be applied to appeal to female shoppers or those influenced by wellness or fashion. Align the same strategy for in-store signage, advertising and other marketing efforts.
Simplify. Point of purchase displays are designed to appeal to a shopper and help them make a purchasing decision while in the store. The goal is to prevent confusion that may prompt a shopper to go home and shop online instead. Simplify the message by using less technical language and presenting fewer products and price points; too many choices can be overwhelming and may result in a lost sale. Keep your message simple and consider your audience as you develop it: DIYers or health-minded individuals, so you can address their unique needs, reducing confusion and increasing buyer confidence. The likelihood of a purchase increases substantially when the choices are presented in an easy-to-understand way.