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

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
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.