Accessories: The Industry's Viagra
Universal remote controls being closer to the TV department, interconnects being shown closer to the products they connect with; that’s an important display concept, as opposed to letting accessories be just islands unto themselves.
Today, also, companies are having real challenges with definitions of product categories, with how retailers look at the new technologies and products, and who is the appropriate buyer for those products, since they cross over into different areas.
Lee: Our M5 program is making a big difference for those dealers who are part of it. The differences in accessories-selling performance between dealers who are and who are not is significant—particularly regarding sales personnel’s motivation to sell. The accessories attachment rate ranges from about 7-to-1 to 10-to-1, comparing retailers on M5 to those who are not. The program encompasses both training and merchandising.