Issue link: https://read.dmtmag.com/i/459961
www.BoatingIndustry.com 44 | Boating Industry | February 2015 MARKET FOCUS SECTION { CLEANERS, WAXES & POLISHES } C arrying a complete line of chemicals can help dealers and marinas realize new sales and profi ts. Even during the recession as boat sales struggled, accessory sales and participa- tion rates stayed high. Cleaners, waxes and polishes are a great way to bring those boaters into a dealership, which can lead to additional peripheral sales. The oppor- tunity becomes only greater as boat sales continue to grow. Boating Industry talked to three leading chemical companies about their products and the benefi ts carrying cleaners, waxes and polishes can offer a dealer or marina. GROWTH OPPORTUNITY It's something every boater does: they go Cleaning up profi ts Dealers, marinas can grow business with new products into the store for one thing, and realize they need also need this widget and that gadget and maybe they should look at the new wakeboards … A full selection of cleaners can be a good way to get them to take that fi rst step into the store, even if they're not in the market for a new boat or prop right now. It also builds that brand loyalty when the time comes that they do need to make that larger purchase. "Customers do go to stores to buy the chemicals and that's when they realize they need something else," said Erik Applegate, part of the sales team at Star brite. "It drives customers to the store and increases sales throughout the entire store." Applegate recommends carrying a large selection of chemicals to allow for cross promotion of products throughout the line. Star brite does just that on all of its labeling, encouraging consumers to consider others of the 1,000-plus chemi- cals the company makes. "The chemical section of the store is the highest-margin throughout the entire store. You need chemicals in your store no matter what, so why not have the largest breadth," he said. "They are consumable. PHOTO BY KELSEY HOULE