The date is set for an information-packed webinar that every marine dealer should plan to attend, Meanwhile, thousands of boaters will be attending three of the industry’s largest shows this week.
“Enhancing the Boat Ownership Experience” is the title of a webinar slated for March 9. It will present the findings and takeaways of a recently completed study examining the challenges in boat buying and boat ownership. In particular, it examined issues faced by customers who bought a boat during the record 2020-21 sales boom.
There’s no doubt that keeping newcomers who bought during the pandemic in the sport is a priority. Statistically, upward of 40 percent of new buyers typically exit boating within five years, according to research by Info-Link for the National Marine Manufacturers Association. But these aren’t typical times.
“This newest study helps us zero in on today’s boat buyers and the boat owner’s journey,” says Matt Gruhn, president of the Marine Retailers Association of the Americas. “We’ll use this new data to help the industry understand how we can take better care of our boat owners.”
The comprehensive study was conducted by Left Brain Marketing and focused on individuals who purchased a boat in 2020 or 2021. MRAA, along with the Recreational Boating and Fishing Foundation and NMMA, backed the research.
Here are five takeaways from the new study:
1. Though finding a boat during the pandemic was difficult, boaters were generally satisfied with the shopping and purchase experience. However, better product training upon delivery is desired.
2. Boaters often were dissatisfied with the cost and turnaround time for dealer maintenance and service work.
3. Used-boat buyers are just as satisfied as those who purchased new, but they are far less likely to visit a dealer for maintenance or service work.
4. Those who visit a dealer for maintenance or service are mostly happy with the quality of the work performed, but describe the cost and turnaround time as unreasonable.
5. A majority of first-time and repeat boat buyers intend to remain in the sport. However, not using the boat enough and the cost of ownership are key risk factors for defections.
“In addition to what we observed in the study, the data gathered also uncovers common misconceptions among the industry,” says RBFF director of marketing Rachel Piacenza. “This research can guide actions for the industry to improve the boat shopping and overall ownership experience.”
RBFF, NMMA and MRAA will present the findings and more in the industrywide webinar. Register here.
“Showing” Up
The New Jersey Boat Sale and Expo opens today and runs through Sunday at the Convention and Expo Center in Edison. It’s one of two annual shows the Marine Trades Association of New Jersey produces.
In addition to the hundreds of boats on display, the show includes a full slate of boating and fishing seminars, the popular Kids Cove, boating safety classes and hands-on family activities. There’s also a “Boater’s Marketplace,” with accessories ranging from electronics to apparel.
Meanwhile, the New England Boat Show in Boston and the reimagined Discover Boating Miami International Boat Show opened their five-day runs yesterday, and early reports indicate they’re off to a good start. Trade Only Today is reporting from the show.
