Roderick notes that D’Addario provides its dealers with point-of-purchase displays that underline the quality of the company’s products, emphasizing that accessory products can be strategically placed in different spots in the store to extend and leverage that messaging. In the acoustic guitar space, for example, customers view displays advertising the company’s products for acoustical guitar care, while at the checkout, customers come across a display for strings.
As product prices decrease, the integration of interactive kiosks will become more prevalent, Roderick said, especially in unassisted sales environments or in shops with limited staff. Planet Waves, he said, is developing such displays featuring video, line drawings, flash animations and FAQ listings that offer the same information a salesperson would provide. “In a situation where you don’t have a lot of retail people on the floor, you can have an interaction point so consumers can answer their own questions,” he said.
Product demonstrations help to achieve sales as does merchandising that encourages customers to interact with the products. Anderson cites cosmetics retailing chain Sephora as a prime example: customers can smell, feel and even try on the products, and accessories such as lipstick brushes sit in attractive displays close to the primary items, which, in this case, is make-up. “It’s attractive, it’s fun and it’s well-targeted,” she said. “They do an excellent job of enticing consumers to buy accessories.”