After reviewing its options, the Recreation Vehicle Dealer Exchange Association (REDEX) has decided to focus on private labeling services under the Priority RV Network brand name, but not RVs or aftermarket products.
”To put our names on a chemical product or lift jacks or refrigerators, how is that going to make the consumer feel closer to our organization?” said REDEX Executive Director John Mancinelli.
”Now, if it’s Priority RV Insurance or a Priority RV Extended Warranty and we take care of them, that’s powerful,” Mancinelli said. ”That is a true benefit to our customers and that’s what we want to promote.”
The decision to focus on services rather than products came during REDEX’s annual meeting April 19-21 attended by about 100 people representing 40 of REDEX’s 46 member dealerships at the Monte Carlo Resort and Casino in Las Vegas, Nev.
During the meeting, Paul Skogebo, who founded REDEX in 1996, stepped down from his position as president and resigned from the REDEX board. He was replaced by Michael Peay, owner of Holiday World of Houston with stores in Katy and League City, Texas, and Las Cruces, N.M.
”I thought it was time for REDEX to get new blood, new leadership,” Skogebo, co-owner of Robert Crist & Co. RV, Mesa, Ariz., told RVBUSINESS.com. ”REDEX has mushroomed since it was founded 14 years ago and it’s going to continue to grow with our Priority programs and the leadership we have.”
Peay, an original REDEX member, said REDEX’s Priority RV Network branding initiative is important to the growth of the organization and to consumers.
”We feel that we can offer customers advantages by helping them to recognize dealers who are working together through this branding method,” Peay said.
Association members may pick and choose from among the services that the Priority One Network offers. Members, however, all agree to give reciprocal priority service to consumers purchasing RVs from other REDEX dealerships.
Peay likened REDEX to the Ace Hardware network, which consists of individually owned stores associated with the Ace brand.
”We feel branding is fairly important,” Peay said. ”If we can pool our buying power so that we can give a vendor more business and in return they give us a little discount that we can pass on to our customers, that gives us a competitive advantage.”
Mancinelli said the REDEX name ”will always be there” but only in a business-to-business context. ”As far as the consumer is concerned, they don’t know REDEX at all,” Mancinelli said. ”They know Priority RV Network.”
REDEX offers Priority RV insurance, road care, certified pre-owned RVs, extended warranties, protectorant and a camping club. A Priority RV Network emblem is attached to each RV sold by association members to raise the network’s visibility.
The association’s website — priorityrvnetwork.com — details its products and acts as a clearing house for members to sell new and used RVs.