Accessories Roundtable- Putting Top Priority on Secondary Goods
Tetreault: Rather than having two or three different products do things individually, you buy a product that handles all of those things. Retailers don't have the space to proliferate all of these different accessories, they want the top sellers and that's one of the things on which we've concentrated—the 80/20 rule.
One of the things I tell retailers to do: Put things in sections, versus placing things all over the store in bits and pieces. Put your headphone accessories where your headphones are—where consumers are going to shop. Don't put your audio accessories in the middle of headphones, put them together; break it out by departments so it makes it easier for consumers to shop. Now, if you want to cross-merchandise, that's fine. If you are selling a boom box, you can put some headphones next to it, but keep the core products in one area.
Popovich: Typically, not that many salespeople spend that much time educating a customer as to why they should be buying one jewel case over another. It defaults to the brand. Is it a brand that they know and that they trust? Is it located in the store in the right spot? Can they find it? You go to packaging, to signage, to merchandising and to the brand. In this space, those things are really important.