Accessories Roundtable- Putting Top Priority on Secondary Goods
The long term vision is: The customer should be given the ability to attach at the point of sale online when they are buying the base product. They saw you had all those accessories when they bought it, and then a month later when they need something, they'll know where to get it. So it's making that impression with you customer. The customers are now asking for it. We've heard stories of customers going into [a store] and saying, "Can I buy that on your web site?" to some retailers.
Tetreault: Advertising on the internet is a little tough, does anyone pay attention to it? I look at pop-ups as an annoyance. If it's not intrusive I think that you can win over consumers. Cross-links between certain sites, I think, helps. For example, if you are doing something at BestBuy.com and then they can also click on a Maxell accessory and go to the web site for further information, that's great. I think having tech support is important, having that helps a lot.
Popovich: In the case of accessories, it seems like the first step that retailers take is [toward] certain products that can't survive in-store; they don't produce enough dollars or maybe they're specialty. Those products are natural to go online. It gives their customers a choice of products that may not be on the store shelf and yet they can still get it, which is a very comforting thing.