Jokes about re-folding maps and never asking for directions may soon become obsolete as more customers adopt GPS navigation devices. While many devices are designed for in-vehicle navigation, like Magellan’s RoadMate and TomTom’s One, there’s growing interest in GPS watches and pocket PCs, including the Mio DigiWalker, among sports and fitness enthusiasts. More customers are also buying portable car GPS units featuring built-in music players.
To improve sales of the new lines of accessories, Jeff Wisot, vice president of marketing at Buy.com, said the company recommends the devices on each product page at Buy.com, including the site’s Smart Savings sections, where it bundles the main product with the accessory at a discount. The e-tailer also alerts online shoppers about accessories a third time before check out, giving them the chance to buy extras, including car chargers, Bluetooth-enabled hands-free kits, remote antennas, batteries and bag mounts for a range of GPS products.
“Buy.com tries to up-sell the accessories using marketing vehicles like ‘essentials’ and ‘smart bundles,’” Wisot said. “So when a customer makes a purchase, they have the option to add accessories to their order.”