Proudly serving the industry for which it was named for more than 50 years, Outdoor Power Equipment provides dealers who sell and service outdoor power equipment with valuable information to succeed in a competitive market.
Issue link: http://read.dmtmag.com/i/251878
O U T D O O R P O W E R E Q U I P M E N T FEBRUARY 2014 25 Rick Zeckmeister: At Briggs & Stratton, we are excited to be bringing some of our most innovative new products to market in 2014. While innovation has always been at the heart of what we do, in 2014 our new products are poised to actually change the way people use outdoor power equipment. Whether it's a mower engine that reduces sound and vibration by nearly 65 percent; a walk-behind mower that folds to reduce storage footprint and make maintenance easier; or a pressure washer that adds a high-flow setting, making it more useful to more homeowners for more projects; these are meaningful innovations to the end user — not incremental changes to existing products. Many of these products were developed in concert with our OEM partners, and we are looking forward to more collaboration with them as we head into 2014 and beyond. But innovation doesn't stop with product development. In 2014, we will also continue innovating in the ways in which we are engaging with homeowners. From an active and growing social media presence to online panels where we talk with homeowners each month about topics related to OPE use, our goal is to always be present where homeowners are talking about yard and garden maintenance. We view these channels not only as an opportunity to have a discussion with Briggs owners and prospective owners, but also as an invaluable source of consumer insight and ideas that supplement our traditional market research. 2. What were the OPE industry's biggest stories of 2013, and what will make headlines in 2014? Rick Zeckmeister: It seems like we've been talking about ethanol for years, but 2013 was certainly the year of the ethanol issue coming to a head. At Briggs & Stratton, we were happy to be a part of the industry's "Look Before You Pump" campaign. Educating owners and prospective owners of our products about the damage that ethanol can cause to small engines is a critical role that we, as manufacturers, need to play in concert with OPEI and other industry organizations. Our collective voices will help drive this important message home in 2014 to help ensure that our customers are armed with the knowledge they need. In 2014, we'll continue to see Made in America being an important buying factor for shoppers, not just in OPE but across most categories. In fact, U.S. spending on domestically made goods is outpacing U.S. spending on imports for the first time in two decades, other than during recessions. For those OPE companies like Briggs & Stratton who have a strong Made in America story to tell, this presents a big opportunity*. 3. What will be the OPE industry's top trends in 2014? Rick Zeckmeister: We're seeing more and more "prosumers" who are looking for commercial-grade engines and equipment for residential use. We've already started responding to this with commercial-style features in our newest line of Snapper residential zero-turn riders. This goes hand-in-hand with another trend that we are seeing in OPE that has its roots in other categories — limited-volume, handcrafted goods. At our Auburn, Alabama, plant, we made a change on the line in the plant to provide a platform to build low- volume, highly handcrafted engines.* The engines are being built with direct- current drivers to turn and torque bolts by Master Service Technicians. "Data DNA" is logged and creates a thumb-print for the engine to help with quality control and reverse engineer any problems based on the data. The engines are used in the Commercial Turf space, but 30 percent sold to consumers on zero-turn mowers. 4. Aside from the weather, what challenges will OPE dealers face in 2014, and how should they address them? Rick Zeckmeister: With so many outlets for consumers to purchase OPE, from dealers, mass retailers, online and more, it is becoming increasingly important for dealers to communicate their value to homeowners and cut through the clutter. Dealers need to be engaging with homeowners in a variety of ways, including social media. Being part of the conversation online can help position dealers as the go- to resource for OPE-related questions. Furthermore, prospective customers are not only searching for products online, they are reading ratings and reviews on products, as well as dealers and stores. So, encouraging your customers to provide feedback online through review sites, including Briggs & Stratton's new ratings and review portal, can help drive traffic to dealerships. 5. What is your overall outlook for the OPE industry in 2014? Rick Zeckmeister: I think the OPE industry will experience an "up" year in 2014 due to many factors. Certainly, the economic landscape is improving and the housing market is positive. And of course, we're always keeping our eye on weather patterns. At Briggs & Stratton, we're extremely excited about 2014. We're introducing new groundbreaking, innovative products to the market with easier-to-use engines that are lighter and stronger. One of our new engines features noise-reducing technology so consumers can enjoy the same power from a quieter engine. To bring these engines to market, we've embraced new technologies to ensure our consumers will have a great ownership experience. * Briggs & Stratton engines made in the U.S. are built from U.S. and global parts. OPE With so many outlets for consumers to purchase OPE, from dealers, mass retailers, online and more, it is becoming increasingly important for dealers to communicate their value to homeowners and cut through the clutter.