THE SHOP

Restyling & Truck Accessories - January '15

Issue link: https://nbm.uberflip.com/i/439925

Contents of this Issue

Navigation

Page 33 of 48

restylingmag.com January 2015 | Restyling & tRuck AccessoRies 31 (RTA): What products are important for our readers to stock in 2015? (CH): You need to know when to roll and you need to know when to fold. Stocking BAK Flip and Roll-X/Revolver X2 will ensure you have both covered and that you beat the Internet by having it in stock today. 2014 COMPANY HIGHLIGHTS: We as a company continued to invest in people, products and brands in 2014 to drive awareness and sales across all chan- nels of distribution. (RTA): How did the market within your segment perform in 2014? JAMES SANFORD (JS): We experi- enced double-digit growth across mul- tiple channels in 2014. (RTA): How do you expect your market segment will perform in 2015? (JS): For us as a business we expect trends to continue into 2015. (RTA): Are there any particular trends or changes that will affect your market seg- ment in 2015? (JS): Future product expansion will con- tinue to drive current trends in 2015. (RTA): What are some challenges re- stylers within your market segment face in 2015? (JS): The constant struggle between brick and mortar and Ecommerce will continue to put pressure on certain busi- ness segments. (RTA): What are some ways restylers within your market segment can boost business this year? (JS): Advertise and promote the features and benefits of dealing with brick and mortar businesses. (RTA): Are there any par- ticular trends or changes that will affect your market segment in 2015? (CH): In the first quarter of 2015, Roll-X will be rebranded as Revolver X2 with a host of new up- grades. The Revolver X2 hard roll-up cover is made for contemporary trucks, with the big four doors and the smaller 5-1/2- or 6-1/2-foot beds. Revolver X2 is an amaz- ing upgrade that will never interfere in the use of the truck bed and will provide access to 100 percent of the bed. Revolver X2 will set the trend for 2015. (RTA): What are some challenges restylers within your market segment face in 2015? (CH): There are a lot ofnew products that customers want to outfit on their trucks. Whether they want a rack, a toolbox, a ton- neau cover, a headache rack, bed rail bars, tie downs, tailgate steps, bed extenders, or OE sliding tie down systems. Dealers need to know what works well together. The BAKFlip and Roll-X/Revolver X2 designs provide access to stake pocket holes where these upgrades can be easily added. BAK Industries has always led the way in promoting these add-on sales with our tonneau cover designs. Having this knowledge empowers a dealer to capital- ize on the sale and earn their customers faith and business. (RTA): What are some ways restylers within your market segment can boost business this year? (CH): BAK Industries' website has a dealer locator dedicated to directing con- sumers to local dealers. Local dealers pro- vide superior installations, which give the best experience for our tonneau cover and reduces returns from customers who have a hard time figuring out a C-clamp. BAK Industries allows its supporting dealers to get these leads free just by signing up. If you are not visible on Google, you are not in the game. BAK Industries has spent millions of dollars on our online campaign over the last several years to organically place BAK Authorized Deal- ers on the top page of Google. tions to ensure product gets out the door on time, and as a result, BAK has its low- est lead times in company history. New MAP policies, and the staff to manage it, have BAKFlip advertised pricing in check. Most importantly, the staff re- mains unchanged. (RTA): How did the market within your segment perform in 2014? CHARLY HENLEY (CH): Tonneau covers are a hot market for truck enthu- siasts. Now that the economy has recov- ered and consumers are back to work and spending more freely, our 2014 sales of BAKFlip continue to soar as we provide a product with "smart" features at an af- fordable price, made for today's contem- porary truck owner. Truck sales are up and so are sales of BAK Flip and Roll-X. (RTA): How do you expect your market segment will perform in 2015? (CH): BAK Industries has set lofty goals for 2015. We see an open marketplace for BAKFlip and all our competitors to grow tonneau cover sales. Consumers are savvy and ready to buy—it's just a matter of convincing them. Today, most truck beds are still an open landscape. As we promote motorcycle tonneau covers and fifth wheel tonneau covers that fit the truckin' lifestyle, we are opening eyes to the opportunity of a tonneau cover that simply works without making the vehicle look like a work truck. We have still just scratched the surface. LUND INTERNATIONAL Photo provided by BAK Industries JAMES SANFORD PRODuCT MARkETING MANAGER January 2015 | Restyling & tRuck AccessoRies 31 restylingmag.com

Articles in this issue

view archives of THE SHOP - Restyling & Truck Accessories - January '15