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New Research Reveals Trends in Big-Ticket Outdoor Item Industry According to Huebner Marketing
Survey data explores the relationships between dealers and brand manufacturers.
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% or more in 2020. And 41% 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%) 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%) 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% of retailers in the coming year, along with product quality, fuel prices, and staffing. 39% 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:
Jim Huebner, CEO and Founder of Huebner Integrated Marketing, said:
"It's always exciting to hear directly from the dealers. 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."
The Huebner team is excited to use this data to further serve their customers. Learn more at https://www.huebnermarketing.com/
Abby Fraser, Senior Director of Content