Accessories Are the Silver Lining
So the ancillary pick-up is savior number one. But how about that current attachment rate (e.g., the percentage of buyers who purchased an accessory at the same time as the primary device)? The data in the graph shows that 74 percent of TV buyers, 84 percent of tablet buyers and 85 percent of smartphone buyers purchased something along with their device. A good amount of that was either an accessory or a warrantee.
At face value that looks like a pretty good result, but there’s a lot more to the story. The data doesn’t tell us how many accessories were bought or how much was spent. We also don’t know whether a consumer’s ultimate need for accessories was satisfied by these purchases. Did they get that cable they’ll ultimately need to hook up a Blu-ray player to a TV?
Did they pick up the car adapter for charging a cell phone? We don’t know if the consumer bought in the original purchase location or whether they went elsewhere. But even without additional data, we can already surmise several things that experience tells us—things that can dramatically impact the net result. It ultimately comes down to four A’s: