Accessories Roundtable- Putting Top Priority on Secondary Goods
Laumeister: We've seen some [retailers] do a good job of it. What they tend to do is figure out what's in it for the employee—do they get spiffed on accessories if they sell them in the store? When they don't have them in the store, what they did in the old days was say, "We don't have it, go try one of our competitors down the street," which is the last thing retailers want them saying, right? What we're trying to get them to do, and some of them are doing it successfully, is say, "We don't have it in the store, but check our web site." We'll have kiosks in the store with the web site. It's an extended selection delivered in a virtual model. The retailer needs to figure how to land a message with their sales people that they may not get spiffed on that sale if it happens on their web site, but that they are developing customer loyalty. That's going to bring that customer back and buy a new TV next time.
There are retailers who have commission sales people, and ones who have [not] learned to motivate their sales people without paying commission, so they have training,contests and reward systems set up. They tend to be pretty successful in adding things like accessories attachment to the score cards so they are able to motivate their people in the store, and not just the sales people, but the customer service people, the store