As the holiday season rapidly approaches, there is no better time to implement some proven ideas that will increase your accessory sales and your bottom line.  Whether you currently subscribe to some of these theories or not, all have a proven history of adding to the bottom line and can be easily integrated into your current strategies. 
 
1.  Educate the consumer and the sales floor 
A percentage of customer purchases are destined for a return, but these returns can be drastically reduced.  How?   
Many customers enter your store with a frame of mind that they don’t need accessories and the items included in the box will allow them to use the product to their expectations.  You need to change their perception through education.  Explain to your sales floor that many host devices are returned simply because the customer did not get the right accessories to allow them to fully enjoy the experience your product offers.  Other customers yet will go to another retailer after the fact to get the accessories they need, further affecting profits and customer loyalty. 
 
Educating your customer that the accessories will allow them to experience what they expect from your products will present accessory sales in an informative and non-threatening way.  This will result in both improved profits and reduced returns.  Let the customer know that you understand their time is valuable and you want them to leave the store the first time with everything they need to enjoy their purchase.
 
2.  Bundle up for a warm customer acceptance
Your customer has already spent money on the host device and may resist investing in accessories, even after educating them on how it improves their experience.  To make the deal more enticing, retailers need to bundle.  That is, you need to combine two or more different accessories together at a reduced price. Bundling is the easiest way to get more accessories out the door and increase your profit per sale.  The customer also sees bundled packages as bargains and you should be promoting and merchandising these packages in your stores as great savings and a strong value.  For a reduced price, they leave with the host device and multiple accessories.  Everyone wins.  
 
3.  Remove the risk
Unfortunately, not every customer can be swayed by the bundle package.  The more money conscious shopper needs to feel secure in their purchase.  When they dismiss the idea of purchasing an accessory, give them the option to try the accessory out risk free. Make sure they know the best way to use the accessory and let them get used to the benefits it brings. If they still aren’t happy, simply have them return it with the original packaging and sales receipt and receive a full refund.  In these cases, make sure you set the customer’s expectations of your return policy. 
 
4.  Location, Location, Location
A store’s layout needs to promote accessory sales. A retail point of purchase display placed adjacent to POS stations is crucial. A window display with the host device next to the related accessories will make for a more appealing store front.  A dedicated floor space or countertop that exhibits the accessories can be a beneficial and highly functional promotional and selling tool.  A display can be as simple as having a mannequin head wearing a headset or as elaborate as a colorful fashion accessory pyramid in an eye catching display.  Lifestyle images of people using the product will help here significantly.  Make it so the consumer has to “walk into” your accessory displays as they move throughout your store.
 
 
5.  Practice what you preach
Research proves that if employees use the products they are trying to sell, consumers will be more likely to buy.  It’s the theory of, “well if she uses the product, it must be good.”  It also creates curiosity with the consumer and gets them to ask questions about the accessory. Get creative with your staff.  Have them wear fashionable accessories while they work.  If you sell MP3 players, your employees should wear it on their hip in the newest case.  Even walking around the store with a component cable around your neck will stir up conversation. 
 
You already know how important accessory sales are to your business.  By taking advantage of these ideas, you will see incremental revenue increases in your stores, salespeople making more money, and most importantly your customers will be satisfied. Fine tuning your operation now, will result in one of your best holiday seasons ever for accessory sales!
 
Andrew Pierce is the CEO for Flagship Retail Services.  Flagship Retail Services offers a comprehensive solution for retailers opening new locations.  Andrew’s past experience includes owning & operating his own retail chain for 11 years and 5 years as Director of Sales for a retail fixture company. For further information, contact Andrew Pierce at apierce@flagshipservicesllc.com.