Monster Cable Moves Cables Closer to Consumers

Merchandising electrical component accessories in the accessory department just doesn't cut it. "Too often accessories are in the accessory area," says Noel Lee, president of San Francisco-based Monster Cable Products. Customers who come into an audio/visual specialty store with the intent of purchasing an electrical component are not thinking about cables. Their main concern is centered on the component, and the salesperson would have to drag them away from the components to walk across the store to the accessory department, where the cables are merchandised, Lee explains.The Minette display was designed to get Monster Cable products out of the accessory department and cross merchandised next to or on top of the accompanying components or speakers to remind the consumer of his cable/interconnect needs.The Minette is a lightweight acrylic display that was originally introduced for the MiniSystem Kit, but when Lee discovered the benefits this compact merchandiser had to offer, he made the single-hook unit available for all of Monster Cable's packaged products, including the Center Channel Kit for home theater, Picture-in-Picture Hook-up Kit, Interlink CD for CD players and Interlink Portable for portable CD, cassette and video players, as well as Sega and Nintendo game systems.Measuring 2 inches wide by 10 inches high by 3 inches deep, the Minette allows retailers to cross merchandise Monster Cable's products without taking up space, which is at a premium. Lee says a "couple of thousand" displays, which were introduced in September and are now on back order, have been produced. The Minette is also being updated with a subtle structural change to make it even more durable. This improved Minette, available in February, has reinforced sides and will go out to audio/video specialty stores.Retailers have been applauding the Minette, and many are including a number of the displays in their planograms. "Aggressive retailers see the value of cross merchandising," Lee notes.Free to retailers, the Minette holds three packages. It was designed by Lee and manufactured by G&R Plastic Products, Rancho Cordova, Calif. "We're in a partnership with our retailers," he says. "If the retailer is willing to provide space, we're willing to give him something [to support our products]."

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