Accessorize: Consumers Confident With Bundles
How do you market accessories? Do you include them with products in bundles or try and sell them separately as add-ons? A recent Consumer Electronics Association study, "Consumer Perceptions and Expectations of CE Accessories," sheds some light on what consumers are looking for.
The study reveals that more than half of consumers prefer to have important accessories bundled "in the box" with their CE devices, and 53% are willing to pay more for that convenience. Bundling accessories with CE devices provides consumers with the knowledge that the accessory will work hassle-free with their device as well.
Consumers cited convenience (73%), knowing it will work with the device (70%) and saving time (62%) as the top reasons for buying consumer electronics with included accessories. Consumers who did not want to buy bundled accessories had their reasons as well, saying they wouldn't need all the accessories included with the device (46%), that it would increase cost (41%) and that it could limit accessory options (33%). Taking the time to find out why a consumer doesn't want to buy a bundled accessory could still ultimately lead to an accessory purchase at the time of the core product purchase.