IER-DEC09-PG20-21-22-24.4:Layout 1 25/11/2009 14:55 Page 24
Accessories
trial in ten stores, and is progressing a
requirement for 90 off-fixture display units
pre-filled with Sennheiser products and
incorporating the Sennheiser brand name.
Meanwhile Vogel’s has recently
introduced a mobile version of its online
FlatscreenFitter tool, widely used also by
retailers, that lists over 10,000 different
types of flat screen TV and matches them
to the Vogel’s mounts. The new mobile
BBG’s Broadway AV stand
version of this information will enable the
customers to select the right screen and Energizer reckons that the recession
wall mount combination within minutes. has been shaping the battery sector, with
“Consumers are perfectly
Sony is making a big thing of its efforts ‘staying at home’ fast becoming the new
receptive to accessories
to ensure its displays explain the going out, and says that the growth of in-
company’s technology in consumer home gaming is providing an opportunity that genuinely enhance
language, not technical jargon, and says it to boost battery sales.
tries to use displays where they can add Figures from GfK indicate a somewhat
the performance or use of
value – not just a one size fits all. For surprising 12% leap in the UK battery
their main product”
Christmas, it has developed a wide range market in August 2009 compared with the
of displays for Sony batteries which it same month in 2008 – accompanied by a
says it can tailor to meet the individual small but still significant 3% rise in value. An interesting new device from Varta is
customer’s needs, such as store size and However, the long-term picture for designed to address this multitude of
merchandising location. batteries still shows a decline, with a 3% battery-powered products and to help
Vivanco offers a free training service for fall for total annual sales (2% in value) for with recharging them on the move. Called
all independents called Focus training, the 12-month period to August 2008. the V-Man, it’s a portable power pack for
which works on how to correctly sell In terms of the market split between charging mobile phones, satnav systems
essentials and work with the customer to alkaline, zinc and lithium, some interesting and MP3 players. A fully charged V-Man
avoid selling unnecessary add-ons, but patterns emerge. Alkaline still takes the is claimed to store enough power to
ensure each and every customer buys lion’s share of the market, hovering at or charge up to two flat mobile phone
what they need and at the level they around the 90% mark. Any share the batteries or ten MP3 players.
require – so they don’t have to make a alkaline sector loses seems to be almost Highlighting research indicating that one
visit to a competitor or internet site to buy exclusively to zinc – whose share has third of consumers walk away confused
what could have been sold with the main varied widely over the past year between a from battery displays and do not actually
purchase. low of 3.9% in November 2008 to a high make a purchase, Varta has recently
of 7.9% in January and February 2009. revamped its entire batteries range to
Still energised The smallest sector, lithium, has built make it easier for consumers to pick the
No feature on consumer electronics steadily through 2009 from a low of 1.8% right power for the right device. Called Tri-
accessories can be complete without in December 2008 to 3.2% in July 2009. Energy, the new range uses device icons,
looking at that evergreen category – Paul Carrington, GfK account manager colour coding, detailed PoS and strong
batteries. According to Energizer, every for consumer electronics, highlights the imagery to help consumers identify which
household in the UK owns an average of increase in sales of zinc batteries in recent type of battery is right for the job they
30 battery-powered devices, so there is months, ascribing it to “more customers want to undertake.
certainly a comprehensive target to aim at. appearing to be voting with their wallets”. Duracell has also put in some work on
its battery range to help consumers
Alphason’s Icon AV stand
remember which size of battery they
need. Seeming to refelect the ‘@’ symbol
– perhaps to link in with mobile Internet
usage – the stylised logo uses yellow for
AA, green for AAA, blue for the
rectangular 9V size, red for C and mauve
for D.
All in all, then, there still appears to be
relative buoyancy in the accessories
sector, but the keys to continuing
success appear to be ever-better retailer
product knowledge, and a keen
awareness of when to introduce
accessories into the sale. a73
24 The Independent Electrical Retailer December 2009
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