There is a clear rationale for this type of echo merchandising. “It’s a reminder for our sales folks. A lot of times, I’ll train my new salespeople to reference these products, saying that they’re available during the sales pitch, to put that thought in the customer’s mind,” Froman said. “When they take them up to the counter with a sale to be processed, again, they’ll have that same accessory, that same add-on piece right there at the register as a reminder. You’ve already planted the seed.”
The driving principle at DeGrood’s goes beyond boosting checkout counter totals by selling smaller, “one for the cupboard” accessories like appliance filters to making sure every possibility is available to enhance a primary purchase. A case in point is the dozens of high-margin accessories it sells specific to the BigGreen Egg barbecue, a ceramic charcoal-fired grill that also does gourmet smoking and baking. It’s been given a 20-by-20-foot dedicated space with all its accessories not far from checkout.
“That is an absolutely accessory-driven product targeted at real foodies, and accessories are a humongous part of that sale,” Froman said. “It has a base price of $849, and we typically bring the price up to $1,200 or $1,500. It’s simple for us to tie something like that into a neat package sale with a lot of must-haves.”