Base layer sales go missing at dealerships

Consumer education is the key to sales of layering apparel at snowmobile dealerships. Riders often come into dealerships and purchase outerwear such as a jacket, but a much smaller percentage of them depart with their base layers.

A survey of nearly 800 readers (and snowmobile owners) by Snow Goer magazine, Powersports Business’ sister publication, found that 68 percent of them bought their most recent snowmobile jacket from a dealership (in person or at a show or event). Another 9 percent bought the jacket online from a snowmobile dealership, with 11 percent buying from an online or mail-order snowmobile parts retailer. That’s 88 percent who bought their jacket from a snowmobile apparel retailer, either brick and mortar or online.

Only 12 percent of respondents bought their most recent snowmobile jacket in-store from a discount retailer or sporting goods store, online from a discount retailer or sporting goods store, or through other venues.

The purchase of base layer or long underwear at the dealership apparently rarely is even a passing thought by snowmobilers. Nearly 60 percent of them bought their base layer or long underwear in-store or online from a discount retailer or sporting goods store. Only 15 percent of them bought their long underwear/base layer apparel from a snowmobile dealership (in person or at a show or event). An additional 3 percent bought online from a snowmobile dealership. Another 12 percent bought online from a mail-order snowmobile parts retailer. So just 30 percent bought their long underwear/base layer from a snowmobile apparel retailer, either brick and mortar or online.

Add it all up, and it’s a case of customers willing to come into the dealership to purchase their snowmobile jackets, but the base layer sale is more often than not a missed sales opportunity.

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This story is a sidebar within: Layering apparel is a win-win for dealers and riders

 

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