Kitchen utensil makers are relying on customer service, merchandising and low prices to increase sales. For example, Ekco Housewares Co guarantees that it will ship orders complete within 72 hours. OXO International keeps its prices low, in line with the most popular prices for kitchen gadgets. Its peelers retail for $5.99. Effecting marketing techniques that pair kitchen gadgets in the areas of a grocery store that they will be used in also can increase sales. For example, pairing displays of seafood gadgets over the seafood counter is but one effective marketing technique to increase sales.
NEW YORK–While “upscale” was the buzzword in the gadget industry moving into this year, vendors’ talk of potential growth in 1994 is punctuated with a new rap: “service, service, service.”
Though not a new concern, service is emerging as the area on which vendors are leaning to make strides in sales through the mid-1990s. At the same time, the overwhelming emphasis on product development to cater to an upscale market segment over the past two years is subsiding. (more…)