What are some of the things dealers can do to capture customers who might otherwise shop online?
Sims: Central destination stores for riders are showing positive sales results; whereas those with no clear merchandising plan are falling behind.
Redford: In the apparel industry you still need to answer the big question: Will It Fit? This is where a dealership can shine and give its customer a great shopping experience. No website has yet been invented that will replace a fitting room.
Berroth: Stock the brands the riders want, in depth, and have educated sales people on hand to work with the riders. Once any dealer does this and educates the local market to this fact, e-commerce becomes less of an issue for them.
Clover: There are many fine dealers (and sadly, a few who are not), those [who] excel, who are working their respective spheres, both online and traditional brick and mortar. Success is about returning customers, and those customers must have a reason to come back. This is achieved by serving the needs of their customers.
Sims: The key to success is for dealers to establish fundamentally strong retail practices to offer a complete, well-thought-out merchandising mix. This mix should be supported by a strong merchandising plan which aims to achieve a sales goal and is supported by the appropriate amount of inventory to meet that goal. This means that the dealer can recommend the complete outfit and find their size and color preference in-store, and purchase there and then.
Redford: Dealers who get out from behind the Parts counter and engage the customer to truly assist them with getting fitted will do better in this area. If a dealer has a proper range of sizes available and has listened to the training we have given on how to properly size and fit the customer, they will get the sale. If a customer has to wait for something to get ordered they run the risk of the customer not being willing to wait. There is no shipping time if I walk into the store and they have what I want.
WHAT ARE THE BIGGEST TRENDS FOR APPAREL/PROTECTIVE GEAR?
| FLY Racing's Bob Lowry | Twisted Throttle's Adam Redford | Joe Rocket's Steve Blakeney | Firstgear's Greayer Clover | Alpinestars' Nic Sims |
|---|---|---|---|---|
| Safety; performance over flash | Women's gear | Women's year | Versatility for riders of all ages | Advanced technical performance |
| Lightweight, breathable | Adventure touring | Adventure touring | Adventure touring | Women'sgear |
| Performance off-road riding | High-vis materials | Multi-season use | Designs for scooter riders | Greater style with high protection |
