Accessories Roundtable- Putting Top Priority on Secondary Goods
Popovich: The challenge is making sure that [ads] can present something that is a very meaningful promotion internally before it even gets to the customer. I think it's a combination of doing some cross-promotions and, at the same time, making sure that there are in-store promotions, particularly having the store promotion run with the print promotion of maybe some other item. But retailers have to turn so much profit and so much volume for each of those points of ad space; accessories typically don't provide the kind of return, necessarily, unless they're smoking hot.
We think that retailers should line list things like jewel cases and label makers when you sell an optical drive or media. While the volume may or may not be there, certainly with the higher margin, you can make a case that doing it together makes sense. It's something we need to work with the dealer on.
Are rebates effective?