Northern Wholesale SuperShow a ‘Resounding Success’

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Mick Ferkey of Greeneway RV, Wisconsin Rapids, Wisc.

RED WING, Minn. – By all accounts, the 36th Annual Northern Wholesale SuperShow, which ended Thursday evening (Dec. 8), was a resounding success. At a time when OEMs are slowing or pausing production and expectations for the new year are a mixed bag, dealers in this part of the country are optimistic about 2023.

Although final sales numbers were unavailable, the great majority of the exhibitors RVBusiness spoke with at the show described sales as near or slightly ahead of last year. Contributing to this success were a couple of factors, they said.

First, vendors exhibited a plethora of new products, something many mentioned was lacking in the last couple of boom years when they ran pedal to the metal to keep up with OEM demand.

Second, dealers are looking for ways to generate new revenue as the sale of rolling stock declines. Upselling existing RV owners with the latest products and accessories is a surefire way to do that, and many vendors and dealers agree.

Affirming this message was ROUTE 66 dealer, RV Hall of Fame member, RVDA leader, and Chairman of the Society of RV Professionals Mick Ferkey, president of Greeneway RV in Wisconsin Rapids, Wisc.

“I think all these innovations make it easier, more comfortable, and fun for the RV owner,” Ferkey explained. “When a customer comes into our store and sees all the ‘gadgets’ they can put into their new camper, it helps our bottom line.”

In addition, Ferkey noted that the vendors at the show seem to be offering more new maintenance items that will make his techs’ jobs easier and more efficient. He cited new sealants and tapes that last longer and are easier to apply and new vent designs that make installing a vent cover quick work.

Mike and Stephanie Johnson of Budget RV, Grand Forks, N.D.

Mike and Stephanie Johnson, owners of Budget RV in Grand Forks, N.D., seconded the importance of service and accessories, especially in today’s market.

Describing Budget RV as a “small dealer,” Johnson said that taking care of his customers is of paramount importance to the success of the dealership.

“Everything is changing so fast; we have to be able to keep up with the changes and relay that to the customer. It’s a challenge. Programs like Northern’s Parts Finder, the seminars we attend here, and visiting with the vendors at this show help us stay educated and informed, which keeps our customers happy,” he told RVBusiness.

Industry suppliers, too, are tuned into the swing toward innovative aftermarket accessories. Take, for example, powerhouse Lippert.

The company’s sizable display area at the Northern Wholesale show was packed with products many on the OEM side would not associate with the company, including RV toilets, ultra-violet water purifiers, and even soft goods like bedding.

Julie Bethel-Welker of Lippert.

“Back in the day, RVs came with no awnings and air conditioners. Dealers installed those extra add-ons for the retail customer and made a profit. Over time, those things got taken away,” said Julie Bethel-Welker, Lippert’s director of Sales RV Aftermarket-Interior. “Now we are offering solutions back to the dealers so they can once again make money on accessories.”

Bethel-Welker explained that Lippert is working with OEMs to make aftermarket add-ons easier for the consumer and the dealer. For example, at Lippert’s urging, many RVs leave the factory with mounting brackets for ladders and the water line prepared to easily connect a water purifier. “The benefit to the dealer is that they’re selling the part to the retail customers. So, we’re bringing the purchase back into brick-and-mortar and allowing the dealer to upsell the retail customer.”

At show close, Northern Wholesale honored several vendors. The “Best New Product of the Year” winner was the Kuma Kozy Bear Chair; runner up was the Blue Ox New Fifth-Wheel Hitch. “Best Field Support” was awarded to Brand Vander Pol of Demco. “Supplier of the Year” was presented to AP Products.

Source: https://rvbusiness.com/northern-wholesale-supershow-a-resounding-success/