RV dealer principals, general managers and parts professional are invited to attend a special “super session panel” entitled “E-commerce Solutions–Taking Your Parts Store to the Next Level” on Oct. 4, during the RV Dealers International Convention/Expo at the Rio All-Suite Casino Hotel in Las Vegas.
According to a press release, the panel will discuss how the RV parts industry has changed through the power of the Internet. Discussions will include solutions to online parts stores ranging from third-party opportunities to self-managed revenue building and enhancement opportunities. Session attendees will learn how to use and implement the newest tools and strategies to build parts revenue. Tactics discussed on the panel will include product bundling, couponing, fulfillment, shipping, taxes and returns.
Panelists for the session include: Angela Cellucci, Robin Beebe-Moussaoui, and Doug McDonald from UVS Junction, Martin Street of Stag-Parkway, and Steve Swanson of Hilltop RV.
“Dealers will find out how to re-think sales by bringing parts to the front of their websites, how get to cash flow going by moving stale parts off the shelves, and creative marketing strategies get parts customers to return to their website,” Cellucci said.
UVS Junction has upgraded its sponsorship to level to Silver – making it the sole sponsor at that level at this time.
The session ties directly into curricula developed by the RV Learning Center and the Center on Education for Training for Employment at The Ohio State University. It is ideal for parts personnel interested in certification or seeking recertification continuing education credit.
The RV Dealers International Convention/Expo will be held Oct.1-5, at the Rio All-Suite Hotel & Casino in Las Vegas. The convention is sponsored by the Recreation Vehicle Dealers Association (RVDA), RVDA of Canada, and the RV Learning Center.
The 2012 convention will feature an exhibit hall filled with the RV industry’s top companies offering products and services to help dealers improve profitability. RVDA’s Partners in Progress Brand Committees will also meet to work on important dealer/manufacturer issues.
Visit www.rvda.org and www.rvlearningcenter.com to register for the convention and complete information about all the continuing education opportunities available. You can also get convention updates on LinkedIn® professional networking services, Twitter, and Facebook.
Atlanta-based Stag-Parkway Inc. has named Tony Diaz to the position of outside sales consultant for the southeastern region, effective May 15. According to a news release, Diaz will be responsible for calling on RV dealers in North Carolina and South Carolina.
Diaz has over 15 years experience in the RV industry. Prior to joining Stag-Parkway, Diaz worked for Blue Ox as their territory manager for the western United States where he was named Salesman of the Year in 2011. He also previously served in sales and management positions for La Mesa RV and Stag-Parkway.
“Stag-Parkway innovatively delivers the highest customer service and business solutions in the industry by helping their business partners grow their business through partnering with key suppliers and manufacturers,” Diaz said. “It became clear to me that I wanted to be a part of what Stag-Parkway has to offer, and wanted to grow within a company that truly cares about their customers.”
UVS Junction recently announced the launch of its eCommerce Mobile Parts Store designed for use by Smartphones. According to a press release, the new mobi application is exclusive to customers of industry distributor Stag-Parkway Inc.
“This new application allows the consumer to shop parts right from their smartphone,” said Doug McDonald, UVS Junction lead developer. “It’s easily navigated and the best part is that if a customer starts an order on their mobile and walks away from the purchase, then logs in on their computer, the shopping cart will follow them. One little click will add a shortcut icon to the users phone for continued easy access.”
While UVS Junction’s core eCommerce Parts Store platform can work with most distributor’s fulfillment services, the company said that Stag-Parkway’s seamless interface and superior data management protocols make it the easiest to integrate and manage. UVS Director Angie Celucci noted, “Dealers using the Stag-Parkway store have the distinct benefit of real time pricing and inventory availability. In a mobile environment, we saw this as a critical requirement and decided to make the new tool available exclusively to those using the Stag-Parkway storefront.”
With the eCommerce Parts Store, dealers control sales, coupons, emails and newsletters. To learn more about the UVS eCommerce Parts store and to see screen shots of their new mobile version, click here.
Atlanta-based Stag-Parkway launched a new web-based marketing tool called DesignOnline at its 2012 Business Solutions show this January in Las Vega.
According to a press release, dealers attending “RV University” learned how to customize their own spring cleaning postcards and ConsumerLink sales flyers with custom coupons, imprints and sales messages.
“Dealers have been asking us to give them a tool that lets them select their own products, prices and sales dates so they can run promotions any time of the year,” said Linda Scott, director of marketing services. “Since last summer, we have been developing a new tool with our printing partner, QuadGraphics, so dealers can easily create, track, and manage their own promotions while providing consistent branding and messaging to their customers – all in one location.”
Creating a campaign on DesignOnline can be done in five steps:
1) Select a format (i.e. postcard, flyer, etc.).
2) Personalize the content.
3) Select recipients (mailing list).
4) Enter delivery date.
5) Confirm design and submit for printing.
“It takes less than 10 minutes for a dealer to log into DesignOnline, select a design template, personalize the content, upload a mailing list, order print quantities, and choose a delivery date,” Scott said.
Each dealership also gets their own free image library where images are stored. Images can be reused or used in other custom designs, saving design time and money, according to Stag-Parkway. In addition, dealers can create, upload, approve, edit, delete and store their images online.
DesignOnline is being rolled out in three phases. Last summer, Phase I was rolled out to more than 650 dealers who used DesignOnline for the first time to review, edit and approve their catalog imprints. Phase 2 is being developed now to give dealers flyer templates for selecting their own products and prices, and additional postcard templates. These new templates are scheduled to be available late spring. Beginning this summer, dealers will be able to order their 2013 catalogs on DesignOnline including designing their own imprints and getting a preview of their imprints on any of the 4-color covers designed by Stag-Parkway.
Phase 3 will include e-mail templates so dealers can create their own e-marketing promotions, posters, online list rental acquisitions, and enhancements to the user interface.
“We’re encouraged by the number of dealers already using DesignOnline and they’ve been giving us great feedback that we plan to incorporate in the near future,” says Scott. “The beauty of DesignOnline is that it gives dealers the flexibility to design their own publications very quickly and saves them a tremendous amount of design time and money. This new tool puts the dealer in the driver’s seat where they control the sales message they want to send.”
For more information, contact Linda Scott, Director of Marketing Services at 404.349.1918, ext. 2247, or email Linda.firstname.lastname@example.org.
Atlanta-based Stag-Parkway held its annual sales awards banquet at the Hard Rock Hotel & Casino in Las Vegas on Jan. 15.
According to a press release, this year’s winners received a plaque and all-expenses paid cruise to the Bahamas for two in March. Awards were given to Stag sales consultants and managers who exceeded 2011 sales performance goals. Honorees included:
• Recipients of the 2011 Inside Sales Peak Performers award were Shaunna Battles, Arlington, Texas; Tina Johnson, Arlington; Laura Mallary, Hanover, Md.; Deborah Rodgers, Hanover; and Kelly Tabert, Ontario, Calif.
• Recipients of the 2011 Outside Sales Peak Performers award were Keith First, Elkhart, Ind.; Tony Forte-San Antonio; Keith Mayberry, Arlington; and Matt Torczon, Des Moines, Iowa.
• The 2011 Inside Sales Consultant of the Year award went to Shaunna Battles out of Stag’s Arlington, Call Center.
• The 2011 Outside Sales Consultant of the Year award went to Tony Forte, San Antonio.
• The 2011 Call Center Manager of the Year award went to Laura Mallary out of Stag-Parkway’s Hanover call center.
• The 2011 Regional Sales Manager of the Year award went to Bob Barra, Midwest region.
• The Region of the Year award went to Region 3-Elkhart/Des Moines.
Stag-Parkway Inc. President and CEO Martin Street kicked off the first full day of the Atlanta-based distributor’s “Stag 2012 Vegas” dealer show at The Mirage this morning (Jan. 17) with a rousing welcome to the largest assemblage for the event — up 12% over last year — since 2006.
Most in attendance, in fact, were wondering if the strong showing of more than 500 dealerships was indeed a signal of an economic turnaround in 2012.
“If nothing else, 2011 was full of changes that are strange from the weather point of view, from a worldwide economic point of view, from the local business point of view,” Street told the crowd. “The one place we didn’t see changes was in Washington, where both sides of the aisle made every effort to block any change that was suggested.
“I’m delighted to say that this year we have our highest attendance since 2006, which, as all of you know, was two years before this recession started. We have well over 500 dealerships represented here, well over 1,300 dealer attendees — 1,700 people total — and in excess of 170 vendors presenting their wares to you on our show floor.”
Street identified the epic weather-related challenges of 2011 throughout the U.S. as one of several obstacles the industry faced this past year, in addition to a rocking economy, world debt and resultant chaotic stock market.
“The weather is often used as an excuse for poor performance, but in 2011 this excuse was fully justified,” he said. “The weather had the same effect on all of our businesses last year, no matter where we lived.”
But 400-employee Stag and its customers persevered for the most part, said Street, even though most didn’t achieve the goals outlined at last year’s Stag event. While the industry was predicting a 4% uptick, Street explained, Stag was looking for a 10% hike in 2011 sales.
“I have to tell you that we didn’t make it, despite all of our efforts,” he added. “But we came close. It’s thanks to many of you in the room who not only defied the odds during 2011, but beat them back soundly, which caused us to almost achieve our target. Despite the recession, the economy and the weather, a number of you posted double-digit increases in sales of parts and accessories for the year.
“For the rest of you asking how they achieved this, the answer is simple: They were not prepared to stand still. They were prepared to change both their approach to marketing, their businesses and pricing their products — product displays, product selection, inventory, promotions and other aspects of their businesses.”
Honored at the convention were six suppliers that earned Stag’s “Peach” awards: Camco Manufacturing Inc., Greensboro, N.C.; Winegard Co., Burlington, Iowa; Progressive Manufacturing Inc., West Lebanon, N.H.; Dicor Corp., Elkhart, Ind.; Torklift International, Sumner, Wash.; Westland Sales, Clackamas Ore.
Atlanta-based distributor Stag-Parkway Inc. has moved its Oregon warehouse to a new location in Portland and will begin servicing its customers from that facility in June.
“The demand for a broader range of products from a growing customer base facilitated the need for a move,” said President and CEO Martin Street in a press release. “We found our old facility created some limitations in our ability to grow in the Northwest. Being able to double our capacity in Portland with our new building means we can provide next day service on several thousand new items.”
Stag said the new facility is benefiting from a new racking and inventory strategy that will improve operational efficiency and customer service.
“We are taking an aggressive stocking position in Portland to improve our current industry leading fill rate,” said Tom Seath, senior vice president of operations. “We looked at our entire network and decided to stock all the items that account for 98.5% of our unit volume in Portland. What that means for our customers is that they can expect more of their total unit volume in purchases being filled from one distribution center.”
He added, “This approach is being mirrored at our other warehouses nationwide to put more of the high velocity items closer to our customers.”
Stag said that the move included adding a new sales consultant, Mike Cline, to work the territory.
Cline’s territory covers eastern Washington and Oregon, plus western Idaho. He has 25 years of RV experience, which includes positions as an RV service adviser, parts counter man, RV parts and service manager, and wholesale distributor outside sales representative.
Cline joins long-time northwest sales consultants Curtis Ashby and Ian Garner. Ashby joined Stag-Parkway in 2003. His ability to service his territory earned him STAG’S prestigious “Peak Performer” award, as well as “Outside Sales Consultant of the Year” award. His territory includes western Washington and the state of Alaska.
Garner came to Stag-Parkway as an outside sales consultant in 2005 and has been providing service to his customers in the northwest for the past six years. He is a two-time recipient of the “Peak Performer” award, with his most recent award coming in 2010. His territory includes western and central Oregon.
Salt Lake City, Utah-based ADP Lightspeed, a premier provider of dealer management software (DMS) systems, recently announced its enhanced interface with Stag-Parkway’s purchase order (PO) system.
According to a press release, this new integration allows dealers to send orders directly and track status from within the LightspeedEVO DMS.
The direct interface connects inventory and ordering systems within LightspeedEVO to Stag-Parkway’s processing, allowing dealers to send POs without re-keying information. With this direct connection, dealers can now track the status of orders from the initial order, through processing to delivery, within the DMS.
This tool helps dealers improve their ordering process along with staying up to date on order delivery times, said Chris Hauck, product manager for Atlanta-based ADP Lightspeed.
“We understand the need to streamline the parts ordering process,” Hauck explained. “Teaming up with one of the most trusted names in the RV industry is a big step in refining the process. We are very excited about our interface with Stag-Parkway’s order processing.”
“ADP’s focus on improving their customers’ experience using Lightspeed EVO is absolutely consistent with our customer service approach. We think finding program and process efficiencies that improve accuracy and speed provide significant performance upsides for dealerships and others in the supply chain,” said John Spaulding, senior vice president of marketing for Stag-Parkway.
The Stag-Parkway parts ordering interface upgrade is available to all dealers on LightspeedEVO with version release 5.3. There are no additional service fees for downloading or using the new interface.
ADP Lightspeed is a part of ADP Dealer Services, which provides integrated computing solutions to more than 25,000 auto, truck, motorcycle, powersports, and recreation vehicle dealers throughout the United States, Canada and Europe. ADP, with nearly $9 billion in revenues and 550,000 clients, is one of the largest providers of a broad range of premier mission–critical, transaction processing and information-based business solutions in selected markets on a global basis.
For more information, visit www.adplightspeed.com.
Stag-Parkway’s new Denver warehouse is officially open for business, the Atlanta-based RV distributor reports.
After Carter Distributing withdrew from the Salt Lake City and Denver, Col., markets in January, Stag expanded its product and service offerings into those markets, reports Martin Street, president and CEO.
“In less than two weeks after taking control of Carter’s assets in Denver, we began shipping and receiving products,” said Street. “When you consider that we had to install phones, data links and computers, take a physical inventory, receive goods from Carter’s former Salt Lake facility and train new personnel on our systems and culture – we’ve done a lot in a short amount of time.”
“During this process,’ he continued, “it’s been very rewarding to watch the project unfold and witness the cooperative and open spirit from the Carter employees we hired and the new Rocky Mountain customers we are working with. It has validated for me that this was absolutely the right business move to make.”
The new Stag-Parkway warehouse, with 27,000 square feet of storage space for roughly 6,000 items in addition to a leased 27,000-square-foot facility next door, is close to the major area freight carriers, according to Tom Seath, senior vice president of operations.
“The current facility already has about 60% of the key items that we like to stock in inventory,” he stated. “By the end of March, the construction and re-racking of the facility will accommodate more than 12,000 items, which will represent well over 95% of all the items we ship out of a customer’s primary distribution center. That should make Denver a terrific parts hub for us and provide exceptional service to dealers in that region.”
Staff hiring and training began the last week in January and included operations and sales personnel that came to Stag from Carter. “Bringing key personnel on board that are familiar with the customer’s needs in the Rockies was an important consideration as we began the process of opening up the Denver warehouse,” adds Craig Mellor, senior vice president of sales. “We are fortunate to have a balance of operational and sales experience in place to help us serve the needs of the market here.”
Full blown operational capabilities for the Denver warehouse were scheduled to go online at the end of March. Local businesses are receiving live customer service support out of the new Denver facility as well as Stag’s Arlington, Texas, call center which can be reached at (800) 933-7824.
Stan Sunshine is retiring from his day-to-day involvement in Stag-Parkway Inc., the business he and his family helped build to be the largest distributor of RV parts and accessories in North America.
Sunshine will continue to be involved in the business as a board member of Stag-Parkway and will continue with his industry ties as well as the annual Stag-Parkway trade show, next year being held in Nashville, Tenn., according to a news release.
Sunshine sold Stag-Parkway in 2006 to Greenbrier Equity Group and since then has played an integral role in transitioning the business to new ownership and senior management. “Stan’s contributions over the past three years have been enumerable. His industry insights, familiarity with customers and suppliers have helped all of us gain a better understanding of the market which has enabled us to be successful in even the harshest of business environments,” comments Martin Street, president and CEO of Stag-Parkway.
A native of Atlanta, Ga., and graduate of Georgia State University, Sunshine began his career with Stag-Parkway in 1975. Since then he has held the position of vice president from 1982 to 1989, CFO from 1989 to 1995, president and CEO from 1995 to 2008 and chairman from 2008 to the present.
He represented the industry on the board of the RV Aftermarket Association and served as its president from 1998 to 1999. He has also served on the board of the Recreation Vehicle Industry Association (RVIA) from 2004 to the present.
The release continued, “The legacy Stan and (co-founders) Ted and Ann Kaplan leave behind at Stag-Parkway is without question part of the fabric of the RV industry. The family has had a hand in crafting policy and practices across a broad spectrum of industry interests over the past 40 years. Stan’s active involvement in the business did not keep him from giving freely with his time and other resources to support initiatives he felt important to growing the market and the professionalism of those businesses supporting the RV lifestyle.”
Sunshine is continuing his career blending his passion for distribution and fine wine. In 2009 he became a partner in Prime Wines and Spirits, a wine distributor in Atlanta. His new venture will allow him to travel, play golf and spend time with his family while pursuing his love of wine, friends and recreation.
Organizationally, Stag-Parkway has been preparing for this transition for some time. The executive management team was restructured in 2008 with a blend of both people new to the industry as well as those with extensive experience.
“Our organizational direction is clear and has never changed over the years – to grow our business through focusing on our customers and providing exceptional service to our business partners, RV dealers and suppliers alike,” adds Street. ” I believe we have the right kind of experience in the key areas of our business to drive short and long term results. We’ve made huge strides over the past two years streamlining processes and building an infrastructure that is capable of responding quickly to market demands and changes. We are very well positioned to continue the hard work of Stan and his family and are grateful for their contribution to our organization and the industry.”