February '20

Issue link: https://nbm.uberflip.com/i/1203735

Contents of this Issue


Page 61 of 104

rv-pro.com February 2020 • RV PRO • 57 there's a special on a particular product, it will text you a coupon as you pass by. "We're not quite there in the RV industry," Byrd adds. "But it seems like everything is basically utilizing tech- nology in a different way." Beyond Eye Candy Although a new store set can show promising results in many instances – Byrd says someone at the same store loca- tion should see an increase of 25 per- cent to 50 percent, while RV Designer's Tinghitella says some of his clients have gained 60 percent or more in sales – a store's look may not be its only problem. All these distributors say it's possible a dealer/retailer isn't offering the right product mix. As with store décor, it's something they're willing to help resolve. As they all stress, a great deal of research goes into helping a store owner do a reset. For instance, Land 'N' Sea's Paigo notes that even with the larger chains, what works at a store in Maine isn't necessarily going to fit the bill in California. " We t r y t o c u s t o m i z e i t t o t h e account," he says. "We want to make sure that not only does X sewer hose work in Minnesota, but determine whether they need to offer three different sewer hoses – good, better and best – or will one do? Byrd says her team often starts with something as simple as reviewing at a dealer's website to evaluate the type of dealership it is and what it offers. "Do they sell units? Do they do rentals?" she asks rhetorically. "We look at the types of vehicles they sell and ser- vice – whether it's Class A's or towables. Many times, that impacts the kinds of products they want to sell, and we want to make sure any recommendations we make are appropriate." Given that NTP-STAG carries more than 50,000 SKUs (stock-keeping units), while the average medium-sized dealer- ship probably has 1,500 to 2,000 SKUs parts, Byrd adds that finding the right mix of wants and needs for a particular customer base may be the hardest thing a business owner does. "Shelving and signage and posters create the eye candy, but if you don't sell it, you don't make money," Byrd observes. Both Paigo and Tinghitella say they tend to focus on categories. Paigo says his team recently spent two-and-a-half days at a dealership reviewing categories of items. "We'll say, 'You have this; here is what we recommend,'" he says. "We don't say, 'Here's your complete set; you're going to sell a million of them.'" Tinghitella agrees that categories are important, but in his case, because his company is providing specialized dis- play systems for these products, it isn't shy about making those specific recom- mendations. For example, the company offers an AC electrical planogram with 22 items. "We go through a lot of things ahead of time, but when they place that order, we make sure it meets our prequalifica- tion," he says. "We don't want to ship the wrong thing; we want to ship the exact right assortment and fixturing." Regardless of what a dealer/retailer's issues might be, it's critical that parts managers stay on top of them because there's probably no greater truism than that retail is changing. Not only are con- sumers doing more research online before they get to the store, but many are buying there, too. The one saving grace – at least for now – is the popularity of people buying online and picking their items up at the store. And NTP-STAG's Byrd says not everything has changed. "The old saying was that two-thirds of all purchase decisions are made in the store," Byrd says. "I don't know if the number is quite that high, but certainly I would say half of all decisions are still made in-store." However, that means retailers must bring their A-game to what they're doing. "There's still a lot of competition in a crowded marketplace," Byrd says. "Consumers expect world-class service in a world-class environment. Our goal is to help them build the basics of a custom- er-friendly, organized and professional retail environment." Carbon Monoxide Alarm Sealed-In Lithium Battery No Replacement Needed! Model SA-339 5 Year Battery • Conforms to ANSI/UL STD 2034 • Full Five Year Service Life • Built-in Test / Hush Functions • Always On - No Missing Batteries • Meets RVIA/NFPA requirements Learn more at STAdealer.com NEW!

Articles in this issue

Links on this page

view archives of RV PRO - February '20