MATCHMAKER dealer can call and alert the landscaper . This kind of thing is happening with much more expensive equipment . The OPE dealer will be able to supply superior service . We are developing tools that will make this solution possible , but the dealers will also need to evolve to make this a reality .”
MATCHMAKER dealer can call and alert the landscaper . This kind of thing is happening with much more expensive equipment . The OPE dealer will be able to supply superior service . We are developing tools that will make this solution possible , but the dealers will also need to evolve to make this a reality .”
And young brands , or brand launches , will enter the power equipment market to present dealers with opportunities . Launching soon in OPE and looking for dealers , Yakta manufactures zero-turn mowers . But even as this manufacturer , with years of experience building products for the agricultural market , enters the mower market , it ’ s focused on dealer relationships as much as products . “ It ’ s a partnership ,” said Andrew Firth , Founder of Yakta , one of the newest manufacturers to enter the market . “ I ’ m not interested in just delivering products to your store , but in making your customers happy .”
signage , but then it leads to the paradox of choice during decision time . If you ’ ve not heard of the paradox of choice , look at the orange juice options on your next grocery run . No , it ’ s not that bad with zero-turn mowers , but Tuckner ’ s point is that dealers can compete with themselves in store .
Adding a brand ’ s products to your dealership does present an opportunity in two ways . First , with innovation ; that means battery-power or robots and autonomous products . And second , with a new-to-market product or a new brand . When I wrote our “ Power Shift ” feature story recently , I spoke with some dealers who said their customers just weren ’ t interested in battery products . It ’ s hard to argue with that , but the improving performance of many battery-powered products can make a convincing argument . If your store doesn ’ t have a robust offering of battery tools and charging options , it ’ s time to reconsider . Cordless drills and circular saws have changed the DIY market potential for the big-box stores . And battery powered OPE tools are beginning to do the same . Battery charging innovations from manufacturers like Kress and Greenworks are making these tools more usable for pro users too . Established brand names like Makita are working to expand a presence in power equipment and independent dealers . Batteries and charging are Reason No . 1 to consider adding a brand .
Product technology is evolving well beyond just reduction of gas cans . “ The dealer of the future will get a notification ” said Carlos Haddad from Husqvarna , “ from a landscaper ’ s backpack blower that it could stop working in a matter of hours . And that
Changing OPE Retail As Harold Redman told us at the recent Echo tools new product event , “ This is a relationship business .” Redman has been President and CEO of Echo Tools for about six months , and he ’ s been in the industry for years . The brand behind products can present new opportunities for retailers . And for OPE dealers working to compete with the Home Depot outlet in their neighborhood , that could be a smart business move .
Yes , Echo sells some products through Home Depot , too . That ’ s today ’ s retail reality . Roger of Century Power Equipment , my local OPE dealer , told me he does well with Stihl products even though the Ace Hardware one mile north also carries Stihl . And the Lowe ’ s one mile to the east will carry Toro and further compete with Tuckner ’ s business soon . He ’ ll continue to have a service edge over those two retailers . That ’ s not ideal , he admits , with brands not always paying fair shop rates or getting parts to him on time . He and all independent dealers need to accept the conditions of certain brands , or find others .
On the topic of mass retailers , “ Dealers can look at this in a couple ways ,” said Christin Wam , senior director of marketing for Briggs & Stratton ’ s Turf & Consumer Products . “ It ’ s great for brands , and that can raise awareness for dealers . Some dealers see it as cheapening the brand , and many are not happy with servicing products sold elsewhere .” Her team ’ s research points to an opportunity . “ Generationally , we ’ ve seen research where a lot of young shoppers do value the ‘ shop small ’ ethic ,” she said . “ In general , they do less DIY and fix-it work , so they need an independent dealer .”
A couple dealers we surveyed are considering adding a new brand specifically because of the evolution of products and retailing . “ We are trying to adapt to the ever-changing environment . Consumer equipment is not the future ,” said one dealer .
20 OPE Business October 2023 www . OPEBusiness . com