Statistical Surveys introduced a plan that allows boat dealers to home in on their specific markets and tailor their data searches to what they sell.
“Boat dealers who want data tailored to them now have an option via Statistical Surveys,” said Ryan Kloppe, national marine sales manager for the company.
Kloppe gave dealers in the Northeast a glimpse of how specifically the company could drill down in order to help their businesses. He addressed dealers Wednesday at the Marine Retail University, a series launched by the Marine Retailers Association of the Americas, in Brockton, Mass. The daylong events are packed with educational seminars tailored regionally for dealers and held in various spots around the country.
For example, pontoon boat sales up are 20 percent in the overall industry, Kloppe said. But when you look at sales in the state of Massachusetts, pontoon sales are down 3 percent, Kloppe said.
“Manufacturers are coming and saying, ‘Stock pontoons,’ and if you didn’t know, you’d say OK,” Kloppe said. “If you had the data, you’d say, ‘I’m going to hold off on pontoons.’ ”
Statistical Surveys tested the program with RV dealers about a year ago, Kloppe said.
MRAA members get a discount for the highly specific data, Kloppe said. Dealers pay $75 a month for monthly tailored updates. Quarterly updates are $195. For non-members, monthly updates are $85 and quarterly updates are $225.
“That’s a lot of information, and it’s relatively inexpensive,” Kloppe said.
— Reagan Haynes