Be like the Boy Scouts! We are in seasonal retailing, and we do our best to really try to always be prepared for riders needs with what we stock in-store. As powersports retailers, we are expected to stock and offer basic rider’s products, suit their needs, and of course, customers want to see the NEW as well. The best way to get your turn on investment is to stock basic and need items.
You’re the retailer; they (your customers) do expect your store to be focused on these powersports products. Sure, you could use your golf raingear on your bike, BUT we all know that you need proper raingear made for motorcycling for it to work for many miles and over time. I have put together a basic list of rider products most stores should carry and have in stock as we speak.
Owners and general managers: It’s not a bad idea to review this list with your team to assure you won’t sacrifice sales to competitors of any kind. Keep in mind truly most folks want to find what they are looking for at their preferred stores! It’s the same ol’ idea that if you have it, there is a better chance to increase your sales opportunities. If you have to order it? Remember, today, so can they.
Strive to offer a blend of styles/colors/sizes/genders/uses.
Here is a simple check list to run through, products for the rider:
( ) Basics (simple styles, low- to medium-priced basic colors and styles)
( ) High Functioning (breathable/waterproof/techy with pockets)
( ) Fashion/Trendy (leathers/sport styles/colors/short trends)
( ) Ladies styles (blend of basics, high function and fashion)
( ) Tall sizes (offering an extra inch in the sleeve and torso)
Pants and chaps:
( ) Waterproof
( ) Skid resistant
( ) Mesh
( ) Rain-only shells
( ) Fashion
( ) Leather traditional
( ) Perforated
( ) Sport shorts
( ) Sport long
( ) Fingerless
( ) Light textile long
( ) Light textile shorts
( ) Tech gloves (operate smart devices and screens)
( ) Mesh
( ) Colored textile
( ) Ladies styles
( ) Heavy/winter gloves for colder regions (three-season glove)
( ) Sets at a low price
( ) Sets medium- to high-priced
( ) Rain jacket that are basic and low-priced
( ) Rain jackets that are medium- to high-priced
( ) Rain pants that are basic low-priced
( ) Rain pants that are medium- to high-priced
( ) Full face $
( ) Full face $$
( ) Full face $$$
( ) Modular $$
( ) Modular $$$
( ) ¾ Open face $
( ) ¾ Open face $$
( ) ¾ Open face $$$
( ) ½ shells shortys
( ) ½ shells basic
( ) ½ shells functioning (flip visors/venting)
( ) Moto $
( ) Moto $$
( ) Moto $$$
( ) Off-road only
( ) Ladies (blend of full face /open & ½ shells) varied designs and colors
To summarize, the “to-do” this month is review and update your rider product offerings. Try handling these products as completely as you can for your space and budget. Consider your store’s OEM brands, balanced with the riders’ needs or riding lifestyles; that is your store’s focus. You likely will find over-the-counter improvement in sales. Also, by doing this you directly boost add-on sales to support new and used unit sales in the store. I have always found that when a customer is purchasing a new motorcycle they are in a YES mode the day they buy, so I have products on hand to close those buyers.
We also have to mention that customers that pass through your town during their road trips sometimes find they need a product — like rain gear for him and her — and that is something they need today.
In my mind, our job is to be outfitters for our sport. So that said, let’s DO it really well! We are motorcycle and powersports retailers, some of us can budget the space and money for the gift shop/skate shop/novelty products like pool tables and beach towels selling, but for many retailers, those items distract when you do not have space and budget. Besides, novelties have little to do with actual riding.
Jennifer Robison’s career began in 1987 when she served as a service writer/parts sales for a high-end import auto dealer before becoming one of the first generation of Harley-Davidson Motorclothes managers at a Northwest dealership (1991-2000). From 2002 on, Jennifer has been with Tucker Rocky Distributing. Jennifer has educated the Tucker Rocky sales force and dealers about the powersports apparel business and powersports retailing. Jennifer’s expertise is in powersports retailing, merchandising and display, promotions and in-store marketing. She has lectured and written about powersports retailing and continues to perform dealer educational workshops and seminars across the United States.