Accessories Roundtable- Putting Top Priority on Secondary Goods
For incentive, let's take iPod for example. The estimate attachment rate for accessories on iPod is three to four with every one that walks out the door. From what I understand, the retailers are making killings selling iPods; it's the attachment rates for the accessories that are doing it for them—they are making it all worth while. Accessories have always been a profitable business for the retailers and when you can all of the sudden sell something at $199 to $299 and attach another $100 in accessories, that is going to give you great margin. You definitely want to be there and have what [the customer] wants.
How are accessories best merchandised? What are some good ways to get the accessories in customers' hands?
Laumeister: We've been looking into a new program [for merchandising]. The interest level is that what [retailers] want to not have their buyers spending a lot of time merchandising through a full accessories assortment. Let's say the buyer goes in and he's buying 20 digital cameras. What the dealer would rather do is just have him buy the cameras, then send us a list of the cameras and have us tell him the accessories for these cameras.