PowerSports Business

Sept 4, 2017

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28 • September 4, 2017 • Powersports Business www.PowersportsBusiness.com FOCUS PSB Aftermarket brand hones in on helping dealers BY LIZ KEENER SENIOR EDITOR DragonFire has always been known for devel- oping unique, must-have, premium acces- sories for ORVs. And while the brand has also created programs like store-in-store to help dealers move accessories, its expanding efforts to improve sales of its products within pow- ersports dealerships, all the while growing its product line for consumers. "At DragonFire, we've been hard at work, try- ing to develop new products, not only focusing on products that the consumer needs, but also having focus on dealer margin and some cost- saving measures where we can actually give the dealer a little more margin," said Megan Dible, sales and marketing manager. "We've been focused on high turn, high margin products that work well for the dealer and the consumer." One such new line of products is Dragon- Fire's laser-etched LED switches for side-by- sides, which offer 40 points of margin for dealers and are expected to fly off parts counters. DragonFire is looking at all aspects of its operations to bring solutions to better help dealers. "We've changed some of our packaging design to save some cost to the dealer. We just recently switched our seats from being pack- aged individually to being packaged in pairs, so therefore the dealer's going to be saving on freight, and we were actually able to reduce the price by $10," Dible explained. "We're really focused on those types of things right now, trying to make sure that when we're develop- ing products and accessories that we're doing it with the consumer in mind — so obviously the dealer can sell it — but also making sure the dealer does have some profit margin in there." STORE-IN-STORE DragonFire also continues to expand its store- in-store program, which encourages dealers to customize side-by-sides for display on their showroom floors. "If dealers would accessorize the cars on the floor, there are a couple of effects that would happen. First of all, when the consumer came in, they saw a differentiated product. So when they walked in the store, there was a unit on the floor that they hadn't seen anywhere else; it wasn't just the same car that they saw at the other four or five dealerships in town. It was a differentiated unit; it had some different acces- sories on it that made it look different and also more appealing. The benefit of that was it actu- ally moved that unit, but dealers also were able to sell the accessories off of that display car. So we saw that dealers who would do these build cars would actually see an increase in their parts and accessory sales because they actually had them out on the floor, displayed on a unit," Dible reported. DragonFire also added wall displays to the store-in-store program. The brand offers a menu of high-turn accessories that display well, so dealers can showcase them on a slat wall for consumers to touch and see outside of the box. Leaderboard displays are also offered, and cus- tom graphics are available to dealers at certain buy-in levels. That program is continuing to grow this year and into next year. "It makes a difference for the consumer," Dible said. "It also makes a big difference for the people trying to sell the products, whether it's the sales guy who's selling the unit and try- ing to get the add-on, or it's the parts guy that has a customer that comes in and says, 'What about this?' It really does give them the oppor- tunity to touch it, feel it." At dealerships with the store-in-store cus- tomized vehicles on the floor, DragonFire has seen especially high sales of doors and bumpers. Dible pointed out that it's interesting to watch as consumers interact with the acces- sorized units, pulling on the products to make sure they're attached well and jumping on the nerf bars to make sure they're authentic and not just for show. BUILDING RELATIONSHIPS DragonFire has been working to expand its reach and partner with more companies in recent years. Nowhere will that be more visible than at the Sand Sports Super Show. At the Sept. 15-17 event in Costa Mesa, California, DragonFire's presence will be hard to miss. "We're going to have a couple cars on display; we're going to have some new stuff that's cool and exciting that we'll introduce at the show," Dible said. In addition to the side-by-sides show- cased within its own booth, DragonFire will also have other vehicles throughout the show floor featuring DragonFire accessories, including the QuadBoss and DragonFire DragonFire harnesses growth, innovation with parts See DragonFire, Page 29 DragonFire's harnesses are the brand's top-selling products. Laser-etched switches for side-by-sides are new additions to the DragonFire product line. They offer 40 points of margin for dealers. Photos courtesy of DragonFire

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