Encouraged in part by the success of offering batteries as accessories to products that require batteries but do not include them, DiscoveryStore.com, the online retail operation of The Discovery Channel, began today offering accessories for its telescopes. If successful, the store will consider accessory listing with other appropriate products.
DiscoveryStore.com began listing batteries as an accessory to products earlier this year. Its merchandisers chose the proper battery configuration for each product so all a customer has to do is check the "All required batteries" box. “We saw a huge uptick in sales,” says Christina Zamoff, e-c manager for DiscoveryStore. “Battery sales increased by 1,000%.”
Just as it does with batteries, DiscoveryStore will list telescope accessories as a line list rather than as thumbnails. Customers who are interested can click on the item for a full description.
Offering accessories is part of DiscoeryStore’s focus this year on cross-selling and upselling. That focus has resulted in an increase in the average order by 10%, Zamoff says. “Revenues and conversions are way up, and cross-sells are part of the story,” she says.
Back...
