DragonFire, RideNow expand showroom concept
After a successful launch of their new “Store in Store” program this past spring, DragonFire and RideNow have decided to expand the program. Essentially this was a way for dealers to better display DragonFire products so that the customer can see exactly what it is they are buying. A fully accessorized vehicle, combined with a freestanding display wall created a mini UTV center right on the dealers’ showroom floor.
“We started off with a pilot program in two Arizona dealerships — RideNow Chandler and RideNow Peoria,” DragonFire GM Dave Asher said. “We expected this program to help create brand awareness, but honestly, we had no idea how well it would do in terms of actual product sales. When customers were able to see products physically installed on the UTV, sales have been greater than even our highest expectations going into the program!”
RideNow COO Bill Nash notes, “I agreed to test the concept in two stores to determine if the concept would be successful. As it turns out, the pilot program was overwhelmingly successful and we are now in the process of expanding it to several more of our RideNow family of dealerships. DragonFire’s ‘Store in Store’ program is here to stay!”
Nash adds, “The Store in Stores have not only increased our DragonFire accessory sales, but have actually increased unit sales as our customers can now virtually realize how their finished Side-x-Side can be enhanced and personalized. We are pleased and excited to see the success of the DragonFire program!”
Based on the success of the pilot program, DragonFire is proud to announce the addition of three more dealerships to the “Store in Store” program.
“RideNow INA, RideNow Tucson and RideNow Surprise have all stepped up in a big way to bring the hottest aftermarket products to their customers,” Asher said. “In addition to the custom displays, we built three of the trickest Polaris RZRs ever to grace a showroom floor as the focal point for each store! DragonFire believes you have to see our products to understand our passion. The ‘Store in Store’ program and our friends at all the RideNow dealerships are making it easier than ever for our mutual customers to ‘Feel the Heat!’”