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Base layer sales go missing at dealerships

Dave McMahon, Senior Editor
August 6, 2012
Filed under Features

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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