REDEX, the member-owned cooperative of independent RV dealers, is rebranding itself as the Priority RV Network and embarking on an aggressive retail marketing campaign that will include parts and accessory sales in as many as 50 dealerships yet this year. And REDEX eventually plans to expand into rentals and a camping club, according to Executive Director John Mancinelli,
“This dealer cooperative will become a customer-driven organization,” says Mancinelli, following the organization’s April 28-29 annual meeting at the Hyatt Hill Country Resort in San Antonio, Texas. “Some organizations are good at selling customers who arrive at their dealership. Our outlook is to have the RV customer seek us out because of our unified and comprehensive nationwide programs that are a great benefit to the consumer.”
While REDEX will remain the business-to-business name of the organization, Mancinelli says REDEX dealers, who claim to be the leader in RV sales for all private and publicly held dealer organizations, wanted a more receptive retail/consumer name. That’s how the Priority RV Network nameplate evolved.
“Priority RV Network is a fitting name for our cooperative because our dealers want our customers to know they take Priority in all aspects of our business,” said Mancinelli in a press release. “Our mission statement reflects our attitude towards our customers.”
As for the nationwide launch of the parts and accessories program in San Antonio, Mancinelli said “90% of our dealers have already signed up for this program, and we expect that number to grow in the next few weeks. Priority RV Network will open 50-plus Priority RV Parts Stores this summer. Our first catalog represents approximately 200 parts and accessories priced at or below the industry leading retailer’s pricing. We feel very confident that we will grow this brand to 100 locations in the next 18 months.”
The Priority RV Parts Stores program is being developed by Voyles & Co., with the dedicated support of NTP Distribution, which Mancinelli describes as “arguably the most consumer-oriented RV parts distributor” available. “This is an unbeatable combination,” he noted. “Voyles & Co. is a marketing firm specializing in the RV aftermarket for more than 30 years, coupled with a progressive distributor at the ready to launch a national program designed to give the RV customer an alternative for one-stop parts and accessory shopping.”
Four to six catalogs will be produced annually, with a wide range of products available at competitive prices. The catalogs will list participating nationwide dealers and introduce and promote other programs now available to Priority RV Network dealers/consumers, including:
- Customers buying from a Priority RV Network dealer that need service while traveling more then 100 miles from their selling dealer will receive priority service at any REDEX location.
- Dealers who send in insurance quotes and receive payment for quotes, policy sales and renewals “build a book of business and profits in just a few years.”
- An exclusive roadside assistance program with a dedicated Priority RV toll-free number and administration.
- Extended warranties private labeled for the network. Dealers are reporting an increase of penetration and profitability on these exclusive products.
- Only the cream of the pre-owned RV crop qualify to be part of this program, states the REDEX release. A 240-point inspection certificate accompanied by a 90-day warranty boost RV sales and profitability.
REDEX, meanwhile, has a newly developed consumer based website www.priorityrvnetwork.com that will feature rolling stock inventory from member/owners. “This site,” states the release, “will be ranked in the top three or four for RV sales in the US, and if there is an uptick in participating dealers, it could rank one or two in the nation. This umbrella site and the direct website www.priorityrvpartsstores.com will house our parts catalog, where consumers can place orders online, as well as enrolling in other Priority RV products and services.
“Many of the listed programs are new and are just being added to the web site,” adds the release. “As one could imagine, the web site will be in constant change with the growth of the Priority RV Network.”