April 17, 2019 by Joe Witt | Digital Dealer

The Specialty Equipment Market Association (SEMA) published its latest market report recently. Of the many interesting findings contained within, perhaps the most exciting is that the accessory industry garnered an extraordinary $42.92 billion in retail sales last year.

One thing that didn’t change, however, is the association’s conclusion that accessory buyers are a diverse group. The report breaks “accessorizers” down into two categories: enthusiasts and non-enthusiasts. SEMA compares types of vehicles driven, population distribution, age, and more.

The key insight missing, however, is how automotive retailers should sell to these divergent categories.

Who Are Accessory Buyers?

To better understand how to maximize the revenue potential of these potential accessories customers, let’s further divide the two broad categories into smaller groups, starting with enthusiasts:

• The Builder buys parts because they enjoy working on their vehicle. They’ll probably buy parts from you if those parts are discounted, but they’ll be doing the installs themselves unless the install is particularly tedious. Try selling them hitches, exterior body accessories, and driver assist systems.
• The Driver buys parts to maximize the fun of driving. They’re an easy accessory sell most likely associated with the off-road segment.
• The In-Crowd buys parts to make their vehicle stand out. They’re looking for the most eye-catching accent lights and the shiniest spinners.

Enthusiasts can be an easy sell if you know how to identify them and what accessories will appeal to them. Try to keep them engaged and make the learning process easy. Don’t shove another sales pitch in their face. Instead, let them take the reins on a shopping experience and make it simple for them to buy.

That being said, enthusiasts are only 44 percent of the market, so what about the other 56 percent consisting of non-enthusiasts? They can also be broken down into three subgroups:

• The Handyman buys parts to upgrade when performing repairs or maintenance. They’re looking to extend the life of their vehicle and maximize operational efficiency. They’ll be looking for safety and reliability products.
• The Commuter buys parts for maximum driver comfort and mild personalization. They’re looking for functional accessories more than anything else.
• The DIFM, or “do-it-for-me,” buyers listen to their mechanic’s recommendations for everything the vehicle needs. This segment is proof that an accessory department needs to involve all departments to maximize revenue opportunities. Imagine getting this entire customer base just because your mechanic says they need certain accessories!

The non-enthusiasts are actually a fairly easy sell, as well. They’re aware of accessories, want accessories, and go to the shop down the road to purchase accessories. As with selling to enthusiasts, you’ll want to make it simple for them to buy. Allow them to browse your selection, and don’t shy away from selling aftermarket products.

What’s Stopping You from Selling?

What’s holding you back from selling accessories? According to SEMA’s report, it may be your customer’s wallet. They found the number-one reason preventing people from purchasing more accessories is the cost.

Think of the cost of paint protection. Most people don’t have $800-plus sitting in their bank account for free spending. But, they do have a few extra dollars a month. If you build the cost of that sunroof into their new-car deal, you’ve made that purchase a lot more realistic for them.

There are many different types of accessories out there – performance, functional, entertainment, safety, etc. It’s hard to break all these down in a way where you’re not losing the customer to boredom. A catalog is too big (it will take forever to get through that dusty book) and a showroom is too small (all they see are some floor mats, step bars, and sample fabrics).

Instead, the best way to introduce accessories to any customer type is through an interactive digital platform that seamlessly animates the accessory onto their vehicle. An engaging platform keeps the customer excited and involved in the process so they’re not just staring at the back of a computer or flipping through pamphlets.

By presenting all the accessory products in one place, you can identify accessory enthusiasts or non-enthusiasts far easier based on what they’re interested in purchasing, and tailor your presentation accordingly. That could go a long way in follow-up efforts!

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