They may be smaller and they may reap lower commissions for employees, but accessories serve as an important staple in any consumer electronics retailer’s product make-up. As high-ticket items grow more sophisticated in their functionality, their associated accessories help consumers to get more out of their purchases. At the retail level, these high-tech ‘nuts ‘n’ bolts’ drive traffic, help build strong customer relationships, generate repeat clientele and, in the end, contribute significantly to the bottom line.
As the number of cables, adapters, headsets and memory cards grows, so, too, does the need for strategic placement of these products. Cindy Anderson, senior marketing communications manager at Belkin, Compton, Calif., emphasizes that accessories merchandising should clearly illustrate the product’s real-life applications. “When the accessory is out of context—when it’s not near the hardware that it’s supposed to work with—it can be confusing to consumers,” she said. “Showing the solution and how it applies to your lifestyle helps consumers.”
This is important to remember with more complex accessory products such as those associated with networking. While these items may boast a significant number of features, specification-heavy displays end up doing more harm than good. “If the merchandising piece is tech-heavy, feature-ridden and shows too much information, it’s too much for consumers to absorb, and they can’t relate to features unless they see how the feature actually applies to their lives,” Anderson said, adding that Belkin has programs to help its dealers assess and plan effective merchandising displays.