THE SHOP

Restyling & Truck Accessories - January '15

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INDUSTRY LEADERS: Q&A for retailers who do not possess strong Internet marketing skills to not only grab the attention of the online buyer, but to differentiate themselves from the rest of their competition to ultimately drive shoppers to purchase. Second, big box retailers are always look- ing for areas to grow and with trucks rep- resenting 50 percent of the vehicles sold, it is only a matter of time before smaller retailers will face goliath competition. (RTA): What are some ways restylers within your market segment can boost business this year? (BT): To combat the challenges of online and big box retail, truck accessory retail- ers need to focus on two things. First, become Internet marketing gurus—learn how to succeed online through the de- velopment of strong retail websites that help differentiate you from the rest of the pack. Second, take brand develop- ment way more seriously. Consumers are wising up to their options and if your brand does not possess relevant service offerings that present a tangible value, consumers will eventually take the path of least resistance. Look at what both Internet and big box retail has done to in- dustries such as hardware and consumer electronics. Don't kid yourself, we're next. (RTA): What products are important for our readers to stock in 2015? (BT): Well, liners of course. RESTYLERS' CHOICE 2014 COMPANY HIGHLIGHT: Restylers' Choice launched our True Edge Products fender flares in 2014 and it has been a huge success. We hope to add more accessories in 2015 to the True Edge line. (RTA): How do you expect your market segment will perform in 2015? LANE CARTER (LC): We expect growth to continue from what we experi- enced in the third and fourth quarters of 2014. Hopefully we will get a mild winter across the U.S. and vehicle sales will con- tinue on the same pace or higher. (RTA): Are there any particular trends or changes that will affect your market seg- ment in 2015? (LC): Jeep products continue to be hot items along with muscle cars. (RTA): What are some challenges resty- lers within your market segment face in 2015? (LC): As a distributor, the new dimen- sional freight pricing that UPS and Fed Ex have introduced will be a challenge. Obviously there will be increases to ev- eryone but we are concerned how much the cost will affect us and our customer base moving forward. (RTA): What are some ways restylers within your market segment can boost business this year? (LC): We would like to see customers expand their offerings. We offer training classes to help our customers and poten- tial customers gain new skills and expand their business. We would like to see more customers willing to participate in training. (RTA): What products are important for our readers to stock in 2015? (LC): We would love to see customers stock, sell and install all of our products. We believe Restylers' Choice has the best mix of products to help them grow and reach new business. 2014 COMPANY HIGHLIGHT: Ranch Fiberglass saw growth in 2014, which is a direct reflection of the team that we have put in place. The hard work that our team has demonstrated in 2014 is something to be excited and proud of. (RTA): How do you expect your market segment will perform in 2015? DUSTIN GEYER (DG): 2015 will be a good year. All signs point to achieving, or better yet, exceeding projected goals. This is an exciting time to be in the after- market truck accessory industry. Photo provided by Restylers' Choice LANE CARTER SALES & MARkETING MANAGER RANCH FIBERGLASS DUSTIN GEYER vICE PRESIDENT Of OPERATIONS 40 Restyling & tRuck AccessoRies | January 2015 restylingmag.com

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