Issue link: https://read.dmtmag.com/i/536070
FOCUS PSB UTV — Sport 30 • July 13, 2015 • Powersports Business www.PowersportsBusiness.com DragonFire expands its Store-In-Store program BY LIZ KEENER MANAGING EDITOR Xtreme of Washington County only imple- mented the DragonFire Store-In-Store program to enhance sales of side-by-side parts and acces- sories about six months ago, yet the dealership is already seeing increased P&A sales from it and is improving the space. DragonFire introduced its Store-In-Store car display program in 2012, but this past fall, it added a slat wall program, known as the Dragon Den, in an effort to help dealers bet- ter merchandise their parts departments and increase P&A sales. "It's a new one but it's caught on very quick. It's a sharp look and draws the customer's eye and gets them talking about the product as they're touching and feeling the product that would typically be behind the counter," said Megan Dible, sales and marketing manager for DragonFire. GOING XTREME WITH DRAGONFIRE When DragonFire approached Jason Frye of Xtreme of Washington County, he was willing to listen to the idea because as a high-volume side-by-side dealer, he was excited about the prospect of increasing his P&A sales. He liked what he heard from DragonFire and added both the car display program and the Dragon Den slat wall to his Claysville, Pa., store. "Some stuff just doesn't translate really well until you display it on vehicle because some stuff you put it on a slat wall or wherever, and people will look at it and say, 'I don't know what that will look like on my vehicle.' But then if you can actually put it on a vehicle to display, it makes a huge difference," he said. "You have to do both parts — you have to display it on a wall, and you have to display it on a vehicle for it to work best." Frye had carried DragonFire products in the past, but at a much smaller scale than he does now. Since adding the DragonFire Store-In- Store to complement his dealership's Can-Am and Polaris side-by-sides, Frye has seen his DragonFire sales increase 10-20 percent. "We've always tried to do a good job of stocking some of the products, but basically when we do this, we're doing a broader scope of some incremental products that we probably typically wouldn't carry," he explained. Just having a side-by-side loaded with DragonFire accessories on the floor helps sell the vehicle, along with a number of the acces- sories in a lot of cases. Frye has noticed the display and word of mouth about it from his loyal customers have set his dealership apart from its competitors. "Ultimately you can go in and buy your Maverick, RZR, or Ranger at any Polaris or Can-Am dealer in the United States, but if you come in and you see something completely different from right out of the box, you get to drive it out of the showroom, and it's already the way you want it, that makes a huge differ- ence," Frye said. The dealership has also found some of its previous customers eyeing up the display and purchasing parts for their already-owned units. "That'll also drive parts sales because people who already own that vehicle will look at it and go, 'Wow, I always wondered what this would look like on it, but I wasn't willing to take a $300, $400 shot in the dark to see if I liked it,'" Frye said. "That's another great thing that comes out of that. You get a lot of residual parts sales from displaying that unit." Fast-moving parts move quicker in Dragon Den See Dragon Den, Page 31 DragonFire's new Dragon Den slat wall allows dealers to enter into its Store-In-Store program without requiring a side-by-side build.