Crutchfield enters auto accessories market

With its latest catalog, Crutchfield Corp., a $192 million consumer electronics cataloger, is expanding into the auto accessories market. The book, which began mailing on April 28, devotes 16 pages to such specialized items as corner and taillight lenses, shift knobs, pedals, gauges, and accent lights.

“There seems to be a movement that reached mass culture with the movie ‘The Fast and the Furious’,” says vice president of marketing Alan Rimm-Kaufman, who adds that Crutchfield performed extensive research prior to expanding its product line. “The movie reflected the movement, didn’t create it, but the market is undoubtedly getting bigger—having grown by more than 50% in 2001 to $14 billion.”

Rimm-Kaufman says that during the past few years, the company’s targeted customer has grown slightly older and is now in his mid-30s. But consumers in the so-called sporty car market are generally 16-25 years old, giving Charlottesville, VA-based Crutchfield an opportunity to capture new, younger buyers. In addition, because so many of the electronic components that Crutchfield sells don’t require replenishment for years, the cataloger is banking on the new market to provide an influx of repeat buyers.

Partner Content

3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Build the Foundation for Great Customer Experiences - NetSuite
Understand how consistent, timely, relevant and personalized experiences are enabled by having the right technology foundation in place.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.