Accessories Roundtable- Putting Top Priority on Secondary Goods
Tetreault: A lot of it has to come through packaging. You have the miracle of three to five seconds, where people glance at the shelf and your product, so education, as far as the packaging, helps the best. We've had a lot of compliments on our packaging, as far as communication. It's funny because it's almost the opposite on headphones. There's three things that sell headphones: style, price point and brand name. Where a lot of people don't want to see the features and benefits and type in front, they want to actually see the headphone itself. We give them a lifestyle shot on the package to see how people wear it so they can see it in the application. Then they see the name brand and the price point, and it's all there on that packaging. They don't like to see all the clutter. But on stuff that's a little bit more technical, like the iPod accessories, they want to see features and benefits.
Also, we [write] everything trilingually, which is very important, especially with the Hispanic market that we're dealing in. There's a large Hispanic influence in the country and you can't ignore it. Then, when you get up north, you have to have French because of the Canadian market.
How does a retailer best advertise accessories? Do in-store promotions work? Are rebates effective?