Issue link: https://read.dmtmag.com/i/536070
www.PowersportsBusiness.com Powersports Business • July 13, 2015 • 31 Xtreme of Washington County is in the process of remodeling some of its departments, and the P&A department has been updated to better integrate the DragonFire Store-In-Store due to the results Frye has seen so far. "When you walk in, you see that unit, and it's got a bumper and roof and exhaust and all this stuff on it, and right behind that is that same product displayed on the wall, the guy's like, 'Well, I really, really like this,' and I'm like, 'There it is. You can take one home with you today,'" he said. "That makes a huge difference and really plays into building customer loyalty, if they can say, 'Hey, that dealership there has it installed, and they showed me how it mounted, how it looks.' It goes a long, long way to getting that return customer." Frye is glad to dedicate about a 13-by- 15-foot space to a pre-accessorized unit, as well as 10 feet of slat wall to his DragonFire display. "It's definitely a good program. It works as long as you have the space, and you're willing to put in the time to properly accessorize and display. It's definitely worthwhile," he reported. HELPING THE DEALER DragonFire has heard a number of success stories like Frye's, which is why the com- pany expanded the Store-In-Store program to include a slat wall feature beginning in October. "We were trying to look at a way to brand and help the dealers out in merchandizing the areas and really getting the customers in and start engaging them. Having a nice looking wall display really gets the customer in there an excited about the product and talking about the product," Dible said. The Dragon Den program includes fast- moving products that get customers excited not only about DragonFire parts and accessories but also about buying the associated units. DragonFire offers Store-In-Store programs specific to Polaris, Can-Am and Arctic Cat, with the full Dragon Den wall including 48 skus and smaller programs available for dealers looking for less of an investment. "We tailor it to fit the allotted space given to us by the dealers. We've got them as small as 8 feet wide and others are as wide as 24 feet," Dible said. Each Dragon Den wall display includes a leaderboard that goes along the top of the wall. Popular products included in the planograms include tie rods, drive belts, LED dome lights, street legal kits and mirrors. "We give dealers a complete list of products that we recommend, and they can tailor that to what they think is best for their particular dealership," Dible explained. Though many dealers have implemented the Store-In-Store car display, the Dragon Den slat wall allows dealers easier entry into the Store-In-Store program. "It really helps those smaller dealers that might be a little intimidated about doing an actual built car. It gets them product and brand recognition in the store without hav- ing to convince the sales manager that the parts department wants to have all these parts on that car. It helps bridge that a little bit," Dible said. A number of dealerships that have been participating in the car display have even added the Dragon Den wall to enhance their offerings, much like Frye has done. Dragon- Fire expects than in the future many Dragon Den-only dealers will also add the car display as well. PSB DRAGON DEN CONTINUED FROM PAGE 30 The headlines add up: "Team UXC Racing wins again at GNCC Round 9," "RJ Anderson takes WORCS Round 6 in RZR XP 1000," "RZRs take top five at BITD Silver State 300," and they go on and on. Polaris' Donna Beadle gets the pleasure of informing the media every time rac- ers win or place well in a race while piloting a Polaris side-by-side or ATV. Seeing as Powersports Business is receiving these releases time and again, managing editor Liz Keener decided to catch up with Beadle and talk about Polaris' commitment to racing. PSB: I know Polaris is deeply involved in side-by-side racing. Which side-by-side racing series are Polaris involved in, through spon- sorship of the series or sponsorship of riders? DON NA B EAD LE: GNCC, Best in the Desert, SCORE, LUCAS Regionals, WORCS, TORN PSB: Who are currently your top riders? DB: ATV — Michael Swift, Kevin Trantham; RZR — Brandon Schueler, Mitch Guthrie Jr., Johnny Angal, William Yokley, Scott Kiger, Beau Baron PSB: Why is side-by-side racing involvement so important to Polaris? DB: Racing is the true test of a vehicle's ability, versatility and endurance. We are involved in desert, short course, mud and wooded rac- ing to show the true versatility of our product offerings. PSB: Why are RZRs the side-by-side of choice of many side-by-side racers? DB: RZR has defined the recreational side- by-side market, and having a wide variety of vehicles available gives racers a choice depend- ing on their racing environment. PSB: What makes Polaris so dominant and able to podium at so many different types of side-by-side racing events? DB: The breadth of our lineup and also the tal- ent of our racers. PSB: How exciting for Polaris was it to add the Single Seat class to the GNCC series this year? DB: It was very exciting to see a few of the rac- ing series set up single-seat classes. PSB: How have the Single Seat races been going? DB: We have seen increases in entries through- out the year. We are dedicated to single-seat racing and will continue to promote it. PSB Polaris racers get used to the podium