After a successful launch of their new “Store in Store” program this past spring, DragonFire and RideNow have decided to expand the program to three more dealerships in Arizona — RideNow INA, RideNow Tucson and RideNow Surprise.
The concept is 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, creates a mini UTV center right on the dealer’s’ showroom floor.
“We started off with a pilot program in two Arizona dealerships — RideNow Chandler and RideNow Peoria,” said DragonFire GM Dave Asher. “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.”
“I agreed to test the concept in two stores to determine if the concept would be successful," said Bill Nash, RideNow COO. "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.”