Give 'em What They Want
Accessories Keep Consumers Happy, Reduce Product Returns
By Fay Wood and Rip Hanks
It's no secret to anyone that product returns hurt profitability for the entire supply chain and that building consumer loyalty is the key to ensuring success for everyone. As the consumer electronics industry evolves into a commodity business with decreasing profit margins, the accessories category has emerged as one of the behind-the-scenes heroes. Not only are profit margins better for the retailer, manufacturers benefit as well. With all this potential staring us in the face, why aren't retailers and manufacturers maximizing on it?