Win, Win, Win With Accessories
Why do department stores allocate valuable, high-traffic first floor space to handbags, cosmetics, shoes, jewelry and pashmina wraps? Why do grocery stores stock candy bars, gum and magazines at the checkout counters? Why do beauty salons sell a variety of lotions, shampoos, conditioners and other magic potions? Why are malls full of stores like Claire's, Aldo and Brighton?
Why are the display rooms in furniture stores filled with plants, lamps and paintings? What's the draw of stores like Bijoux Terner, which are in airport terminals around the country and sell nothing for more than $10. Why are Apple stores teeming with docks, keyboards, mobile speakers and cases, chargers, cords and headphones?
In most cases: the answers are simple: Business is competitive, margins are low, and customers are lured to impulse buys. With traffic down, retailers are pushing more accessories to to get a bigger share of each customer's wallet. What these efforts in other industries show me is that there's great opportunity to increase accessory sales to our customers. With the right selection, an active sales presentation and compelling displays, you can increase volume, margin and customer satisfaction with the sale of accessories.