IER-DEC09-PG20-21-22-24.4:Layout 1 25/11/2009 14:54 Page 22
Accessories
“If the most expensive HDMI
lead is offered when the
customer hands over their
credit card, then clearly this
is unacceptable and just
giving the accessory
industry a bad name”
borne out by reality? Among the
manufacturers we spoke to, the fruits of
Alphason’s labours, for example, certainly
TechLink Opod AV stand
seem to show that the support it offers its
retail base has paid off – in some cases
apparently doubling the sales of cables and
John Lewis for providing a wide and well- accessory equipment – for example, MP3 brackets of those retailers stocking it.
displayed range of headphones at various players by upgrading headphones to give Launched around a year ago,
price points. Reflecting this trend, GfK them better audio quality. He does admit, Alphason’s Viewsmart initiative for selling
account manager for consumer electronics, however, that it is difficult to gauge more accessories was devised to create a
Paul Carrington, notes that headphones are whether this is more or less “clear, concise and eye-catching range of
showing very strong volume and value pronounced in a accessories that are simple for
growth in 2009. recession. consumers to buy and easy for retailers to
He also highlights the Vivanco’s Chris sell”, and is now being stocked by more
chargers sector as a key Moseley says he hasn’t than half of its customer base.
growth area for MP3/MP4 noticed consumers Alphason quotes a number of its
accessories, and is keeping
Sennheiser
PXC310 BT
‘making do and dealers all around the country who are
an eye on FM transmitters mending’ rather happy to testify to Viewsmart’s success.
to see if they do as well this than buying new Among them is Matt Renault of Dacombe
Christmas as they did in accessories, & Renault in Dorset, who says:
2008 – when they pointing out that “Traditionally we haven’t done well with
accounted for a massive accessories don’t tend to go wall mounts, but since installing the
41% of the portable media wrong, and that consumers Viewsmart display, sales have almost
player market by sales value. tend to purchase new as doubled.” While Ian Gilmore, managing
and when needed: “The director of D&C Sound & Vision in
Flying in the face of the term ‘essentials’ Stockport, Greater Manchester, likes it
recession represents this quite well,” because it simplifies the range and has
The credit crunch and ensuing full-blown he says. reduced stockholding – improving cash
economic recession have certainly taken Ric Stevenson at Techlink feels that flow into the bargain.
their toll, but Armour Home’s Steve Reichert consumers are more likely to stick with Sennheiser says it is in the final stages
says that accessory sales have held up very their old cabling and accessories of implementing an ‘in fixture’ display for
well over the past year, and in some cases products rather than spending money on
have ‘surged ahead’, but he does admit he an upgrade per se. “The real accessory
hasn’t been able to come to any firm opportunity remains on the back of a new
conclusions as to the reasons. TV sale,” he says, “when the customer is
Speaking specifically for Sennheiser, in a buying phase and is looking for a
national account manager Simon Brown definite change and improvement.”
feels that the effects of the credit crunch
have been offset by bringing itself to the Sufficient support?
attention of a wider audience by securing Manufacturers have long
a presence in accounts such as Tesco, said they support
Play.com and John Lewis. retailers to the hilt when
However, Sony’s Ben Law highlights it comes to effective PoS
market feedback suggesting that material for CE accessory
consumers often want to upgrade default products, but is that really
Energizer recharger
22 The Independent Electrical Retailer December 2009
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