Manufacturing marketing leader Huebner Integrated Marketing released new research on the relationship between dealers of big-ticket outdoor items such as RVs and their manufacturers. The report offers insights into the challenges today’s dealers face and the motivations that lead them to carry a specific product or brand.
Business is booming and the market is competitive. These were two clear takeaways from the survey, fielded to a panel of 279 retailers in the U.S. from February to September 2021 in partnership with B2B research group Ascend2. Nearly half of retailers report that their business grew 10 percent or more in 2020, and 41 percent say they plan to increase the number of brands they carry next year.
The survey also revealed trends in the motivations of end customers. While price is clearly at the top of the list of factors that contribute most to a purchase decision, according to nearly one-third (30 percent) of retailers, the reputation of a brand is also a major deciding factor (as important as customer support and product features).
Here, retailers agree with customers: brand story matters. Three-quarters (75 percent) of retailers agree the brand story is very or extremely important to the end customer when making a big-ticket outdoor purchase.
The study also highlighted the challenges dealers face. Market fluctuations are expected to present a major challenge for 38 percent of retailers in the coming year, along with product quality, fuel prices and staffing. Thirty-nine percent also report that timing and speed of delivery and service can get in the way of a successful relationship with a manufacturer.
The survey also found:
- Fifty-three percent of dealers report that their focus is on increasing in-store sales and improving the customer experience.
- Seventy-two percent of dealers say sales enablement and marketing tools from the manufacturer are very or extremely important.
- Fifty-five percent of dealers with more than 20 locations prefer in-person visits from manufacturers over emails or calls.
“It’s always exciting to hear directly from the dealers,” said Jim Huebner, CEO and founder of Huebner Integrated Marketing. “Their input helps brands understand how they can build better relationships with their sales channels in the coming year.
“Dealers often say they’re just looking for the best price, but the truth is they’re looking for a hero. Manufacturers can be that hero by answering dealers’ challenges and offering a clear brand story to their end customer.
“There is a tremendous opportunity for brand manufacturers to capitalize on this research and the growing demand for big-ticket outdoor items.”
