February '19

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rv-pro.com February 2019 • RV PRO • 63 A Perfect Marriage' A little luck has played its part in Rol- lick's success as well, specifically the oppor- tunity in late 2018 to acquire the AVALA Marketing Group, which served OEMs in the RV, marine and powersports industries. "They're experts from a digital strategy agency and tech platform itself," Brenner notes. "When we found the OEM can't sell anything and the dealer franchise system is selling competing products to the con- sumer base we found AVALA specifically addresses that problem. When we found that we were working from the dealer up to the OEM and now we work from the OEM down to the dealers." Combining the services offered by the two companies created continuity and connection, according to Brenner. "We hadn't intended to buy them," he says of AVALA. "We were focusing on get- ting dealers. We started with powersports and asked, 'Can this work? Can we convert consumers at a higher rate so they are more inclined to buy from our member dealers?' and the answer was yes." Discovering AVALA worked specifically on the OEM side allowed Rollick to put all the technology together and connect OEMs and dealers correctly through technology. "It made sense. It was a perfect marriage," Brenner says. "There is literally no overlap on employees. We have 80 employees now, 40 from each side. AVALA is very comple- mentary to everything we do." How It Works With Rollick's platform, a customer visiting an OEM website submits a query, which is then routed to a dealer, or dealers, based on what a manufacturer wants. The dealer can then use the Rollick site to create a price certificate, breaking down the price and sending it out. Rollick does the legwork to qualify a lead and find out which association or company the customer is affiliated with. The dealer can then open the link and the worksheet is there to determine the price. The worksheet breaks down the price, dock fees, anything offered by the dealer- ship, including other programs or offer- ings, such as a percentage off accessories with purchase, allowing the dealer to com- municate how they are different. Brenner says the dealer can then immediately send the worksheet to the consumer. "Here's the MSRP, etc. It's provided in a more digestible way," he says. "The dealer can send it electronically and then follow up with a phone call. We work with man- ufacturers and route the leads to dealers, or dealers get them directly through us. It's a much better system and the process is simple. It can be done in 15 seconds."

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