Too many dealers spend too little time merchandising their accessories.

Seeing the same old mud flaps, floor mats and retail clothing gets awfully monotonous. It surely doesn't do the parts department justice.

Parts managers shouldn't display shiny new alternators, starters and hard parts.

These are hardly point of sale items, and they're certainly not impulse items either. Customers know that these are available anyhow.

There are, however, plethoras of accessories that can be marketed to not only highlight the vehicle, but to also display to the service customers who have to wait for their cars. It's a perfect time and place to make them aware of your dealership’s accessory website.

So, why don't parts departments display more items? There are various reasons including:
* Fear of being "stuck" with merchandise that does not turn-over.
* Lack of merchandise display room.
* Expense of merchandise display

Parts departments' biggest revenue comes from either internal (service and body shop) customers or wholesale customers. Parts sold internally account for about 70% of the parts departments revenue.

If most of the revenue and business comes internally, is there not a synergistic relationship between the two?

Absolutely!

A Legendary Florida dealer realized this and subsequently experimented with the new-vehicle purchase process.

Instead of directing new-car customers to the F&I office, he had them first directed to the parts department to make a "wish list" of accessories that they would add on their new vehicle.
Of course, your F&I can go to the dealership's website and browse the online accessories.

After the "wish list" was complete, then and only then, were customers escorted to the F&I office to make those wishes come true. The accessory revenues went up substantially because of it.

About 70% of vehicles are accessorized within the first two weeks after delivery. We know it is in the Customer's best interest to get those items right at the time of sale.

But do they know? For example do they know that OEM accessories bought at time of sale are covered under the vehicle's three-year, 36,000 mile warranty? Do they know most independent aftermarket stores cover for only one-year or 12,000 miles? Do they know adding accessories will only add a few dollars to their payment?

Would your dealership benefit from a good merchandising program?

Drivers of these vehicles all have different needs. Finding out these needs and filling them with usable products is the difference.

A dealership in Minnesota or Colorado should run specials for the hunters and snow mobilers.

A dealership in Florida or California may merchandise according to surfers, sailors and skaters.

In other words, merchandise according to regional recreational activities, hobbies and interests.

Most large retail stores grasp the importance of merchandising, and subsequently spend millions every year on this vital aspect of marketing.

They make their displays visually appealing. These companies realize the importance of merchandising and how it affects multiple sales.

Dealerships should realize this, too.