Fri, 10/01/2010 - 09:47

SEMA News - October 2010

  SEMA News-October 2010-Law and Order 
   
LEGISLATIVE and TECHNICAL AFFAIRS

By Steve McDonald

Law and Order is an update of some of the most recent federal and state legislative and regulatory issues that could potentially impact the automotive specialty-equipment industry. These include issues affecting small-business owners and their employees.

CANADA

  SEMA News-October 2010-Law and Order 
   
Leaded Fuel: Environment Canada issued a SEMA-supported final rule to indefinitely extend an exemption allowing the use of leaded gasoline in competition motor vehicles. The exemption has been renewed several times since it was first established in 1996. SEMA had previously opposed efforts to permanently terminate the exemption and effectively ban racing vehicles using leaded fuel. The new rule recognizes the relationship between the Canadian and U.S. racing industries and adopts a consistent environmental approach to leaded fuel use. Environment Canada will conduct a five-year review and revisit the exemption issue if necessary based on science, technology and fuel replacement developments. Meanwhile, the agency will work with the racing industry to encourage a voluntary reduction or phase-out of leaded racing fuel.

STATE UPDATE

  SEMA News-October 2010-Law and Order 
   
Massachusetts Street Rods/Custom Vehicles:
A version of SEMA-model legislation to create a vehicle registration classification for street rods, custom vehicles, replicas and specially constructed vehicles was passed by the Massachusetts House and Senate. The bill defines a street rod as an altered vehicle manufactured before 1949 and a custom as an altered vehicle at least 25 years old and manufactured after 1948. Replica vehicles are defined as assembled by a non-manufacturer from new or used parts that replicate an earlier year, make and model vehicle. Specially constructed vehicles are those reconstructed or assembled by a non-manufacturer from new or used parts that have an exterior that does not replicate or resemble any other manufactured vehicle. The bill allows a replica vehicle to be assigned a certificate of title bearing both the year in which the vehicle was built and the make, model and year of the vehicle intended to be replicated. The measure also provides that specially constructed and replica vehicles that are registered on or before a certain date would be exempt from emissions inspection requirements. Specially constructed and replica vehicles registered after that date would be subject to emissions control requirements based on the model year and configuration of the engine installed, whether the engine is an original equipment manufacturer’s production engine, rebuilt engine or crate engine.

  SEMA News-October 2010-Law and Order 
   
Ohio Street Rods/Custom Vehicles:
SEMA-model legislation to create a vehicle registration and titling classification for street rods and custom vehicles and provide for special license plates for these vehicles remains pending in the Ohio Legislature. The House Transportation Committee unanimously passed the bill earlier this year. The bill defines a street rod as an altered vehicle manufactured before 1949 and a custom as an altered vehicle at least 25 years old and manufactured after 1948. The bill allows kit cars and replica vehicles to be assigned certificates of title bearing the same model year designations as the bodies of the vehicles they were constructed to resemble. The measure also includes street rods and customs in the historical motor vehicle definition for the purpose of holding these vehicles only to the equipment standards specified by law during the model year listed on the title of the vehicle. The bill will now be sent to the floor for a vote by the full House.

Federal Update

Bank Loans and Bonus Depreciation: The U.S. Senate was unable to agree on a SEMA-supported bill to provide smaller banks with access to $30 billion in funds intended to be loaned to small businesses. The Senate may reconsider the measure later this year. Besides pumping $30 billion into the banking system for loans, the Senate bill would also extend the bonus depreciation through 2010. In 2008 and 2009, all businesses were permitted to immediately write off 50% of the cost of new equipment (“bonus depreciation”). The depreciation expired at the end of 2009. SEMA contends that the depreciation write-off encourages companies to invest in newer, more-efficient equipment and spurs sales and creates jobs. In addition, the bill would expand and extend the Section 179 program, allowing companies to write off up to $500,000 in capital expenditures in tax years 2010 and 2011, double the current limit for 2010. The legislation needs a “super majority” of 60 Senate votes for passage. No Republicans have supported the bill to date, voicing concerns about procedural issues and the fact that the $30 billion would come from unspent money in the Troubled Assets Relief Program (TARP). SEMA is working with the National Federation of Independent Business and National Association of Manufacturers in support of the legislation.

Internal Revenue Service 1099 Forms: SEMA urged Congress to repeal a requirement that taxpayers with business income issue 1099 forms to all vendors from whom they buy more than $600 of goods or services in any year, beginning in 2012. Under current law, most corporations are exempt from receiving 1099s. The requirement is expected to raise $17 billion over 10 years by identifying potential sources of unreported income. SEMA is working with a coalition of other associations to enact legislation to repeal the rule. Unless overturned, the rule threatens to impose enormous burdens on small businesses as they attempt to track and report a wide range of payments to contractors, vendors and others. 

  SEMA News-October 2010-Law and Order 
   
Debit Card Swipe Fees: SEMA and 54 other trade associations asked Congress to limit the amount credit card companies can charge merchants when processing payments. Congress addressed some but not all swipe fees when it enacted the new financial reform law. Under the old system, the merchant pays an average of a 2%–4% transaction fee every time a card is used. The fees are automatically divided between the merchant’s bank, cardholder’s bank and network that processes the transactions. As a result of the new financial reform law, the Federal Reserve now has the authority to ensure that debit card transaction fees are “reasonable and proportional to the actual cost incurred” when processing a transaction. However, the Federal Reserve’s power is limited to the fees charged or received by the issuing institution (bank). Credit card fees charged by a payment network, such as MasterCard or Visa, will be generally free from regulation. Merchants are allowed to offer discounts for one form of payment over another (cash or check vs. debit or credit). 

National Manufacturing Strategy: The U.S. House of Representatives approved the “National Manufacturing Strategy Act,” which would make manufacturing a top priority for Congress and the Obama Administration. The SEMA-supported legislation is intended to promote government policies to foster economic growth, increase employment and productivity and expand exports for the nation’s manufacturing sector. The legislation would establish a public-private advisory board to make policy recommendations to the president on how to achieve short- and long-term goals and report its findings to Congress. The board would include representatives from various federal agencies, two state governors, private-sector members with experience in managing companies, supply chain providers and labor organizations. Topics for consideration would include competitiveness, stability, sustainability, trade balance and job creation in a global economy. The board would be challenged to outline specific action items to achieve its goals and recommendations. SEMA is urging the Senate to approve the bill.  

 

Fri, 10/01/2010 - 09:47

SEMA News - October 2010

A Conversation With Ed Tonkin, Chairman of the National Automobile Dealers Association

By Chad Simon

 

SEMA News-October 2010-Events-NADA
”The addition of a successfully run specialty-equipment/accessories department has the real potential to increase sales and profitability as well as customer retention and loyalty,” said National Automobile Dealers Association Chairman Ed Tonkin.

 

 

   
Recently SEMA News caught up with National Automobile Dealers Association (NADA) Chairman Ed Tonkin. Tonkin, a multifranchise dealer in Portland, Oregon, discussed the opportunities specialty-equipment sales represent for dealerships as well as the SEMA Dealer Day taking place at this year’s SEMA Show.

SEMA News: We are seeing an increased level of interest from new-car dealerships looking to get involved in selling specialty-equipment accessories. What role do you see accessory sales playing for dealerships going forward?

Ed Tonkin: Sales of specialty-equipment accessories represent a $27-billion-a-year market, and it’s growing. This provides a tremendous opportunity for franchised dealers to expand their business operations and better meet the needs of their customers who shop for vehicle accessories. Consumers are increasingly interested in vehicle personalization. More and more dealers are offering specialty-equipment accessories, creating a new and important business opportunity for their dealerships.

SN: What are some of the benefits accessory sales programs represent for new-car dealers?

ET: The nation’s new-car and -truck dealers continue to make major investments in their dealerships to improve sales, service and customer satisfaction. The addition of a successfully run specialty-equipment/accessories department has the real potential to increase sales and profitability as well as customer retention and loyalty. Franchised dealers also invest heavily in technical training offered by their manufacturers. As a result, no one knows your vehicle better than your dealer. And no one is better able to advise on how any modifications might impact vehicle performance and warranty coverage.

SN: What advice would you give to dealers looking to integrate specialty-equipment accessory sales into their dealerships?

ET: Dealers who are thinking about integrating a specialty-equipment/accessories department should attend the Dealer Day program at the SEMA Show. This is a rare opportunity for dealers and their managers to learn from dealers who are operating successful accessory programs. In addition, NADA University offers an online training program, “Accessorizing Your Way to Additional Profits,” that lets you hear directly from many of these dealers who openly share the pitfalls and best practices of their experiences. [For more information, visit www.SEMAShow.com/dealerday.]

SN: Similarly, what advice would you offer to specialty-equipment companies looking to get involved with auto dealerships?

ET: There are still many concerns over vehicle warranties and liability issues when it comes to the specialty-equipment market. First and foremost, dealerships need to have confidence in companies they choose to do business with. These companies must be reputable, reliable and equally concerned about customer satisfaction and a long-term relationship.

SN: NADA is co-sponsoring the 2010 Dealer Day conference at the SEMA Show. What can dealers expect to learn from the program?

ET: We’ve developed Dealer Day at the SEMA Show specifically to address accessory sales opportunities for dealers. The half-day program will provide participants with the tools and resources they need to expand or build an accessory department. Participants will also receive the free online course, “Accessorizing Your Way to Additional Profits,” from NADA University’s Learning Hub. Dealers who attended last year had a lot of good things to say about the program. They said they walked away with information they could put to immediate use, and they made some good contacts and learned the “how to” needed to get started. What better way to learn than from your peers? And what better place to see all the latest accessories from the equipment manufacturers?

 

Fri, 10/01/2010 - 09:47

SEMA News - October 2010

A Conversation With Ed Tonkin, Chairman of the National Automobile Dealers Association

By Chad Simon

 

SEMA News-October 2010-Events-NADA
”The addition of a successfully run specialty-equipment/accessories department has the real potential to increase sales and profitability as well as customer retention and loyalty,” said National Automobile Dealers Association Chairman Ed Tonkin.

 

 

   
Recently SEMA News caught up with National Automobile Dealers Association (NADA) Chairman Ed Tonkin. Tonkin, a multifranchise dealer in Portland, Oregon, discussed the opportunities specialty-equipment sales represent for dealerships as well as the SEMA Dealer Day taking place at this year’s SEMA Show.

SEMA News: We are seeing an increased level of interest from new-car dealerships looking to get involved in selling specialty-equipment accessories. What role do you see accessory sales playing for dealerships going forward?

Ed Tonkin: Sales of specialty-equipment accessories represent a $27-billion-a-year market, and it’s growing. This provides a tremendous opportunity for franchised dealers to expand their business operations and better meet the needs of their customers who shop for vehicle accessories. Consumers are increasingly interested in vehicle personalization. More and more dealers are offering specialty-equipment accessories, creating a new and important business opportunity for their dealerships.

SN: What are some of the benefits accessory sales programs represent for new-car dealers?

ET: The nation’s new-car and -truck dealers continue to make major investments in their dealerships to improve sales, service and customer satisfaction. The addition of a successfully run specialty-equipment/accessories department has the real potential to increase sales and profitability as well as customer retention and loyalty. Franchised dealers also invest heavily in technical training offered by their manufacturers. As a result, no one knows your vehicle better than your dealer. And no one is better able to advise on how any modifications might impact vehicle performance and warranty coverage.

SN: What advice would you give to dealers looking to integrate specialty-equipment accessory sales into their dealerships?

ET: Dealers who are thinking about integrating a specialty-equipment/accessories department should attend the Dealer Day program at the SEMA Show. This is a rare opportunity for dealers and their managers to learn from dealers who are operating successful accessory programs. In addition, NADA University offers an online training program, “Accessorizing Your Way to Additional Profits,” that lets you hear directly from many of these dealers who openly share the pitfalls and best practices of their experiences. [For more information, visit www.SEMAShow.com/dealerday.]

SN: Similarly, what advice would you offer to specialty-equipment companies looking to get involved with auto dealerships?

ET: There are still many concerns over vehicle warranties and liability issues when it comes to the specialty-equipment market. First and foremost, dealerships need to have confidence in companies they choose to do business with. These companies must be reputable, reliable and equally concerned about customer satisfaction and a long-term relationship.

SN: NADA is co-sponsoring the 2010 Dealer Day conference at the SEMA Show. What can dealers expect to learn from the program?

ET: We’ve developed Dealer Day at the SEMA Show specifically to address accessory sales opportunities for dealers. The half-day program will provide participants with the tools and resources they need to expand or build an accessory department. Participants will also receive the free online course, “Accessorizing Your Way to Additional Profits,” from NADA University’s Learning Hub. Dealers who attended last year had a lot of good things to say about the program. They said they walked away with information they could put to immediate use, and they made some good contacts and learned the “how to” needed to get started. What better way to learn than from your peers? And what better place to see all the latest accessories from the equipment manufacturers?

 

Fri, 10/01/2010 - 09:47

SEMA News - October 2010

100+ Products to Be Unveiled at the 2010 SEMA Show

The SEMA Show is all about innovation and creativity. For a taste of what’s coming at the 2010 event, check out the more than 100 new products previewed here. To see more than 1,500 on display, head to the New Products Showcase at the Las Vegas Convention Center on November 2–5, 2010. 

View a PDF of more than 100 New Products.

 

Fri, 10/01/2010 - 09:47

SEMA News - October 2010

100+ Products to Be Unveiled at the 2010 SEMA Show

The SEMA Show is all about innovation and creativity. For a taste of what’s coming at the 2010 event, check out the more than 100 new products previewed here. To see more than 1,500 on display, head to the New Products Showcase at the Las Vegas Convention Center on November 2–5, 2010. 

View a PDF of more than 100 New Products.

 

Fri, 10/01/2010 - 09:47

SEMA News - October 2010

While the SEMA Show is a B2B event, getting consumer feedback and knowing what they think about what happens at the Show can be valuable. Fortunately, there are several automotive sites that attend and report on the SEMA Show, making it possible for consumers to stay informed about the new products and trends debuting at the Show. It also gives industry professionals an opportunity to read what consumers think about these new products and trends.

Below, are a few key websites that actively report on the SEMA Show and will provide your company with a chance to read consumers’ reactions. These sites should be included on your list of required reading.

 

SEMA News-October 2010-Required Reading   

Hub Garage
www.hubgarage.com 

HubGarage is a giant enthusiast community containing automotive-related news, blogs, photos and forums related to the automotive aftermarket. The site is designed to allow car people to showcase their passions for cars.  

 

SEMA News-October 2010-Required Reading  

AutoBlog
www.autoblog.com

Written by fulltime professional journalists, Autoblog.com offers daily weblogs and podcast news and commentary about automobiles and the automotive industry. It is part of the Weblogs Inc. network of media sites, which is owned by AOL, and it is another top-read enthusiast automotive blog site.  

 

SEMA News-October 2010-Required Reading   

Automotive Forums of Internet Brands
www.internetbrands.com 

Internet Brands is the owner of dozens of popular blog and forum enthusiast web communities, with each site targeting a specific vehicle. Just about every make and model is covered here.

 
SEMA News-October 2010-Required Reading   

Jalopnik
www.jalopnik.com

Jalopnik is a newsblog site focused on cars, car culture and the automotive industry. It is among the top-read automotive blogs on the Internet geared toward enthusiasts.

 
 
SEMA News-October 2010-Required Reading   

Automotive.com
www.automotive.com

A portal site owned by Source Interlink Media, Automotive.com is a community of many of the most popular titles in the industry, including Motor Trend, Hot Rod, Lowrider and more that includes daily features, enthusiast forums and blogs by expert writers.  

 
Fri, 10/01/2010 - 09:47

SEMA News - October 2010

Setups That Draw Customers and Promote Sales

By Steve Campbell

This series of SEMA News stories is based on the idea of using reliable and repeatable methods to ensure business success. In coming issues, we will delve into a range of topics aimed at developing Best Practices through knowledge, motivation and skills.  

  SEMA NEWS-OCTOBER 2010-BUSINESS 
  Signage should be hung high whenever possible to allow maximum view from throughout the store. Signs should also be produced in a clear, simple font for easy reading. 
   
Retail stores should be well-organized and use clear, easily understood signage so that shoppers can find the products they are looking for while also being led to special offers and promotional items. But unless you have vast experience in the design of retail spaces, it’s undoubtedly best to work with a consultant in setting up your store for maximum accessibility and the resultant sales.  Just as you would hire an architect to design a building—relying on the professional’s expertise in not only planning and structural engineering, but also materials, colors and textures—so too should all but the most experienced retailer seek the services of a display consultant. At the same time, everyone involved with the store should be involved in its design, observing some basic tenets that are used in every efficient layout.

“All employees should work as a team to set-up and fully understand the dynamics of the space,” said Mike Staples, president and owner of Naythons Display. “From time to time, employee meetings should also be held to see what is working and what needs improvement.”

High on the list of best practices is determining the focus, qualities and brand distinction of the store. Decide what makes it unique, better or different from the competition. These characteristics can be carried through in the creation of the displays.

“Enticing customers to buy is a multileveled task,” said Tony Camilletti, executive vice president of Design Fabrications. “Customers need to have confidence in a store’s quality, value and proficiency. Decide what first impression the owner wants to give his or her customers. The best prices? The best service? The cleanest store? The most knowledgeable people? Determine what the brand stands for.”

Once the desired characteristics have been decided upon, the physical qualities of the displays should be based on those criteria. Customers must begin to understand the store’s value proposition—why they should make a purchase or use the store’s services—as soon as they come into view of the first sign or window.

There are a couple of different approaches to window displays. Camilletti believes that window displays are the “billboard”
of a retail store, and the goal is to capture the attention of a passer-by. If you can’t understand what the window display is trying to tell you during a two-second blink, he said, it needs to be simplified and made more impactful.

Staples also touted the importance of the front window, but his emphasis is on allowing potential customers a clear view of what’s inside. “Upfront product displays or promotional signage can block the interior of the store and cause visual confusion,” he said. “Instead, I suggest using five- or six-foot grid panels set back inside the store roughly five feet from the window and installing halogen fixtures inside the store above the window. That way, store fixtures can be displayed in bulk. The potential customer can walk in and shop off the racks, and the rest of the store and categories are clearly visible.

It’s also a good idea to leave some lights on at the rear of the store. They’re good for nighttime window-shopping and, more importantly, give local law enforcement a good view of the store.”

  SEMA NEWS-OCTOBER 2010-BUSINESS 
 

Endcap displays off a central aisle can be used not only to promote sale or specialty items but also to lead customers to similar products in the perpendicular aisles. Ambient lighting, usually from florescent fixtures, should provide broad, even illumination.   

   
Bob Radcliffe Jr., president of Display Dynamics Inc., echoed Camilletti’s point about the brief opportunity a store has to capture attention. “Potential customers are frequently moving briskly outside of a store,” he said, “and this means that copy and signage should use strong, iconic imagery that can be easily digested. The featured products should be those that are popular and unique to your store.”

Radcliffe also suggested that, except in the smallest of retail spaces, there should be a “decompression zone” as customers enter the store—a place where you’re not trying to sell goods or services but are instead allowing customers to acclimate to the inside of the store as they come in from the heat or noise or other distractions outside.

“There is nothing better to slow people down and get them adjusted to a shopping environment than face-to-face interaction,” he said, “even if it’s just the counterperson saying hello when the customer enters. But it needs to be appropriate for the environment. If yours is a store where customers are hurrying in and out, where they’re driven to get to a particular part of the store, you don’t want to distract them from their mission.”

In that instance, said Camilletti, some stores have begun to build brand loyalty and appreciation among rushed shoppers by placing such “destination products” near the front entrance for easy access. If harried customers aren’t a problem, however, the store’s floorplan and signage should promote bringing them farther in and pointing them toward specific areas where special offers and sale items are located.

“High-demand and replenishment products are typically positioned toward the rear of a store to encourage customers to browse through more merchandise on their way to getting what they want,” Camilletti said. “But if a product is on sale or is part of a promotion, celebrate it with an endcap display or a prominent palette near the entrance. Guiding customers to destination areas within a store is easily accomplished with creative use of interior décor, graphics and other signing elements to create attention and focus on desired product displays.”

Merchants should be aware of the items that are most-often purchased and central to their value proposition, Radcliffe said, and those items should be promoted with coupons and specials. “Clear graphics and signage should be posted throughout the store for easy shopper navigation, usually by aisle,” he advised. “If there are items that require assistance because they are complicated or SKU intensive, they should be positioned near a register or a customer-service staff member.”

In larger stores, Radcliffe said, the most popular floor plan is called the “racetrack,” which is characterized by a large central aisle that circles the store. Perpendicular aisles that branch off the racetrack provide end caps for promotional and new-product merchandising, and those products should reflect the category of products that are found down that particular aisle.

  SEMA NEWS-OCTOBER 2010-BUSINESS 
  Slatgrid wire floor racks accommodate shelves, hooks, baskets and dozens of other display hardware, making them extremely versatile. The hardware is also compatible with slatwall, which allows the dealer to easily re-merchandise walls and floors.
   
“Small retailers probably won’t use a racetrack because it takes quite a bit of square footage,” he said. “If you owned a smaller store, you might use an aisle of shelving perpendicular to the entrance and well below ceiling height—such as in Bed, Bath & Beyond. The shelving is about four or five feet tall so that customers can see farther into the store as they enter, and it is stocked with featured items.”

Signage also plays a crucial role in guiding customers through the store. Camilletti said that effective floor displays need to be signed with an explanation of the nature of the display (promotional, sale, clearance, close-out, new introduction, etc.), the unique benefits or features of the product and the price. These types of floor displays should not require customer assistance from service personnel.

Staples recommended steel shelving for floor displays, especially for heavier merchandise on shelves and for blister-packed goods on peg hooks. “Many dealers are unaware that steel shelving can be special ordered in custom finishes such as black, gray, red or other colors,” he said. “And slatgrid floor racks are another good alternative. They are wire racks that accommodate shelves, hooks, baskets and dozens of other display hardware, making them extremely versatile. But the most important feature of this type of rack is that the hardware is compatible with the wall-mounted slatwall, which allows the dealer to easily re-merchandise walls and floors. And speaking of merchandising, don’t stock product directly on the floor. Use an endcap or a skid. And don’t under-stock or leave shelves partially empty because that indicates a lack of merchandising momentum. If necessary, mitigate this issue by reducing the number of racks and opening up the aisles.”

Slatwall is normally used for perimeter wall displays, Staples said. It comes in a variety of finishes or can be ordered raw and painted as desired. It can also be ordered with aluminum inserts for increased strength and a better look. Steel slatwall, a frequent upgrade over wood, may be particularly useful in an automotive environment.

“The swirl finish on steel is the most popular,” Staples said, “but slatwall should not be used for the entire wall. It’s best to break it up here and there with another system, such as wall-mounted steel shelving. Slatwall connector extrusions can also be used to create angled protrusions. This is a good way to organize brands or categories.”

Camilletti also recommended taking advantage of height on walls when possible. “Try to create a wall display that is visible from a distance and that will draw an inquisitive shopper,” he said. “Use merchandise with brighter, distinctive colors or finishes near the top or at eye level, working with darker colors toward the lower levels. Also consider the use of blade signs that protrude perpendicularly from the wall, attaching to the fixture shelving.”

Staples recommended that most signage also be hung high so that it is visible from various areas of the floor, and he advised using a plain font that is easy to read. Be careful, too, that hanging signs are heavy enough not to sway easily, which could set off motion detectors after hours.

Stores should focus on four levels of interior graphics and signage, Camilletti said. The first might include graphic elements that express the character or brand identity of the store or tell something about the company’s history, legacy or founders.
“These elements typically fill the perimeter wall space above the fixtures or hang in areas that don’t interfere with merchandise displays,” he said.

  SEMA NEWS-OCTOBER 2010-BUSINESS 
  This slatgrid pinwheel free-standing rack is mounted on casters, allowing it to be repositioned for even greater versatility. The hardware can be swapped out with the other grid and slat systems. 
   
Next are the directional or way-finding signs that help customers find the location of general destination areas, departments or services from the instant they enter the store. “These signs are typically mounted to walls directly above perimeter fixtures and hang throughout the store,” he said.

Subcategory and informational signs drill into the details of product categories within a department and provide information about the products, such as descriptions, benefits, unique qualities and pricing. “These signs typically are attached to the top and shelf edges of inline fixtures and endcaps,” he explained.

And, finally, temporary promotional signs should be used to announce special promotions, sales, events and seasonal themes.

Radcliffe pointed out that consumers consider good retailers to be “trusted advisors” who will introduce them to the latest products and services. He said that they also count on favorite stores to provide project merchandising, where retailers bring complementary products together in a featured area and, incidentally, inspire incremental sales. For instance, an oil change display might include protective floor mats, funnels and a selection of oils along with cleaning rags, filter wrenches or other accessories needed for the project.

Lighting can also be used to showcase specific products and should include plenty of ambient or overall lighting to ensure that customers are able to read labels and packaging.

“Ambient lighting is typically provided by florescent lamps that illuminate the whole retail space,” Staples said. “Accent lighting is usually halogen lamps used to illuminate specific products or brands. Most retail spaces are offered with inexpensive fluorescent lighting, but try to negotiate energy-saving cool white fluorescent bulbs. Also, the diffusers—the panels covering the bulbs—will probably be an inexpensive dimple design that simply disperses lighting randomly. Try working six-inch parabolic diffusers into your budget—the ones with the six-inch squares that allow the lighting to shine directly down on the merchandise.”

Camilletti also included “task lighting” in his list of must-haves. These are lamps placed over the checkout and service areas or counters to ensure adequate lighting for customers and service personnel during a transaction or consultation. He recommended consulting with a local electrical engineer or lighting specialist to discuss the specific needs of any store environment, including desired energy consumption and budget.

Radcliffe added another type of “consultation” for retail store owners: visiting the competition. “Leave your store and walk into your competitor’s store with an objective eye,” he suggested. “Spend time looking around. Compare your competitor’s operation to your own—and do it objectively! Go with a checklist of things you’d like to improve on. You’ll usually find that your competitors are doing something well, which is what keeps them in business. They’ve got some relationship to their customers that works. You need to uncover that.”

He added that polling and rewarding customers can also provide great insights on ways to improve your business. “If you notice customers who have been in your store a few times, ask them to take a brief survey or answer a checklist of four or five questions,” he suggested. “Offer them a 5% or 10% coupon on their next purchase or a free popular product. People love to be asked what they think. Suddenly, they feel like they matter. It also makes the relationship more personal.”
Above all else, keep your store contemporary, Staples counseled. Change your display layout as merchandise changes. Put dead products on sale; don’t let them sit on the shelf. “Give your store a new look by moving displays into different positions or purchasing some inexpensive grids or other displays to provide a look of renovation,” he said.

Proper product display is the lifeblood of a retail store. Organization and attention to detail are what make the cash register ring. 
Fri, 10/01/2010 - 09:47

SEMA News - October 2010

SEMA Presents $111,000 to Future Industry Leaders

A total of $111,000 is being distributed to 67 individuals through the SEMA Memorial Scholarship Fund, a program administered by SEMA to foster leadership opportunities in the automotive specialty-equipment marketplace and to support educational goals for students. The 2011 Scholarship Program will launch in December 2010.

Scholarship and Award Recipients:

  • Adedotun Adeluyi, St. Francis College
  • David Arnouts, University of Michigan: Dearborn, John Raffa Award
  • Katelyn Bailey, Lincoln Technical Institute
  • Kirk Barber, Indiana University-Purdue University Indianapolis, Dan Borre Award
  • Andrew Baum, University of Wisconsin-Madison
  • Yana Briggs, Art Center College of Design
  • Ryan Brimhall, Weber State University
  • Devin Butterbrodt, Iowa State University
  • Joseph Campbell, Indiana University-Purdue University Indianapolis
  • Bradley Cannon, California State Polytechnic University: Pomona, Harlan Felder Award
  • Meghan Chamberlain, Oakland University, Truck and Off-Road Alliance Award
  • Thomas Colvin, University of Toledo
  • Jennifer Cook, Antelope Valley College, Performance Warehouse Association Award
  • Douglass Coppage, Georgia Institute of Technology, Bernie Karp Award
  • Cayle Damrow, University of Wisconsin-Stout, Street Performance Council Award
  • Christopher Day, San Bernardino Valley College, K&N Engineering Award
  • Krystle Dozier, California State University: Chico
  • Lee Esten, Rio Hondo College, Eastwood Award
  • Thomas Fischer, Southern Illinois University at Carbondale, Michael A. Kunzman Award
  • Daniel Fourie, Massachusetts Institute of Technology, Top Student Award
  • Samuel Gage, Indiana University
  • Anthony Gregory, University of Texas at Austin
  • Dylan Hellman, Art Institute of Colorado, Jim A. Borre Award
  • Jared Hokanson, Brigham Young University-Idaho
  • Matthew Hovan, San Jose State University, Performance Warehouse Association Award
  • Amy Kao, Carnegie Mellon University
  • Donovan Krehbiel, Kansas State University
  • Soochan Lee, College For Creative Studies, Yee Award
  • Jessica Martens, University of Michigan
  • Brandon Mase, Pennsylvania College of Technology, Joe Amato Award
    Ashley Matejka, University of Akron
  • Andrew Mattord, University of Northwestern Ohio
  • Grant Maus, Montana State University: Billings College of Technology, Hot Rod Industry Alliance Award
  • Isaac McAllister, Virginia Western Community College
  • Walter McAllister, Virginia Western Community College
  • Jack McCulloch, Gwinnett Technical Institute
  • Thomas McDuffee, Southern Illinois University at Carbondale
  • Steven McKee, University of Missouri: Columbia, Jeff Moses-Automotive Restoration Market Organization Award
  • Aaron Miller, University of Northwestern Ohio
  • Bradley Miller, Pennsylvania College of Technology
  • Dustin Montgomery, Indian Hills Community College
  • Kyle Morgan, Nashville Auto-Diesel College
  • Kale Nicodemus, Colorado State University: Pueblo
  • Thomas Nolte, Wayne State University-Steve Woomer Award
  • Anthony Otero, University of Northwestern Ohio
  • Matiaz Perez, Texas State Technical College: Waco
  • Matthew Proctor, Weber State University
  • Andrew Raybon, Georgia Institute of Technology-Motorsports Parts Manufacturers Council Award
  • Alexander Richards, Southern Illinois University at Carbondale-L.L. Borrick Award
  • Logan Schwiger, University of Northwestern Ohio
  • Clarice Smith, Purdue University
  • Cameron Sullivan, University of Alberta-Manufacturers’ Rep Council Award
  • Collin Veele, Michigan Technological University-Wally Parks Award
  • Tahiem Williams, University of South Florida
  • Wei Yang, Purdue University-Melvin Burton Award

Loan Forgiveness Awards:

  • Eric Bailey, Summit Racing Equipment
  • Matthew Bowles, Goodyear Tire & Rubber Co., Wheel & Tire Council Award
  • Christopher Brown, Petersen Automotive Museum, Phil Weiand Award
  • Mike Clark, Dee Zee, Dee Zee Award
  • Sara Crooks-Naze, BCS International
  • Debra Dixon-Coen, Nissan USA, Trudy Thompson-Top Female Award
  • Chris Gray, Marquez Design
  • Jaclyn Kilani, Garage Equipment Supply, Young Executives Network Award
  • Yamuna McGuire, Skyjacker Suspensions, SEMA Businesswomen’s Network Award
  • Lynn Meredith, TruXedo, Inc., Professional Restylers Organization Award
  • Terri Northup, Auburn Gear Inc.
    Brandon Whitsell, Competition Cams, Joe Hrudka Award  
Fri, 10/01/2010 - 09:47

SEMA News - October 2010

Photography by Peter Rogers

Meet Ben Mizban of T-Rex Grilles

 
 

“Take advantage of early registration, and put more thought into how you are presenting your new product,“ said Ben Mizban, president of T-Rex Grilles. “Describe it well and highlight the advantages and benefits of your product to stay ahead of your competition.”

 
Ben Mizban is the president of T-Rex Grilles in Corona, California. The company has regularly participated in the SEMA Show New Products Showcase. Recently, Mizban offered his insight and advice on getting the most from the program.

SEMA News: Please tell us a little bit about yourself and T-Rex Grilles.

Ben Mizban: I opened JBM Sport Truck Accessories, my first business, in 1986 in the city of Orange and grew it into one of the largest retailer/mail-order companies in California by 2001. I started T-Rex Truck Products/T-Rex Grilles as part of JBM in 1996 and just manufactured billet grilles to supply our own huge demand in the mail-order business, slowly seeking other distributors. T-Rex Grilles has been in automotive aftermarket grille design and manufacturing for the past 14 years. Our philosophy has always been simple: create a product at the highest quality possible with cutting-edge style and a pristine finish while maintaining highly competitive pricing. T-Rex has been a pioneer in the innovative design aspect of various grilles in the market, such as our stainless-steel mesh grilles and Phantom grilles for Chevy Camaros and Dodge Challengers. We were also the originator of Studded X-Metal series grilles and the ultimate Dresden Luxury grilles.

SN: You participated in the New Products Showcase at the 2009 SEMA Show. How did your participation affect your
Show experience?

BM: We definitely found it very helpful with bringing qualified customers to our booth.

SN: What opportunities did you realize from participating in the New Products Showcase?

BM: We showcased our new products and created excitement about what was new from T-Rex. It reminded our existing customers about us and, in many cases, brought new customers on board.

SN: Are you participating in the New Products Showcase this year? If so, are you doing anything differently from previous years?

BM: Yes, we are, and we are improving how we showcase our new products by building a nicer display rack for them.

SN: What advice would you give to other exhibitors who may be considering submitting a new product?

BM: Take advantage of early registration, and put more thought into how you are presenting your new product. Describe it well and highlight the advantages and benefits of your product to stay ahead of your competition.

 

Fri, 10/01/2010 - 09:47

SEMA News - October 2010

Growing New Markets

By Kristin DeBates

  SEMA News-October 2010-Business-UPS 
   
As the automotive industry emerges from the economic downturn, it’s clear that the iconic American industry needs to spread its global wings to thrive again—and to help drive the U.S. economic recovery overall. Automotive products are America’s largest manufactured goods export category, accounting for 6% of U.S. exports. So if automotive manufacturers increase exports with international customers, the overall health of the nation’s exports ultimately improves, too.  For SEMA members, new geographic markets offer opportunities to create new revenue streams and reach new customers. And with the new National Export Initiative—President Obama’s plan to double U.S. exports in five years—there has never been a better time for auto businesses to export. But it can be daunting to determine where to begin for those companies that haven’t spread their global wings. That is why UPS is partnering with SEMA to provide the tools to help members grow in new markets. At the 2010 SEMA Show, UPS will host two seminars that will show companies what supply-chain tools and technologies are available to foster an exporting program. Here are a few things SEMA members should consider as they start to grow beyond U.S. borders.

Know Before You Go

The most successful businesses know that solid partnerships are essential to mitigate risk and build strong businesses. That is especially true to grow a business globally, as new layers of complexity require additional skilled partners. At SEMA’s “Growth Through Global Trade” seminar, exporting experts Jim Beach and Chris Hanks will identify numerous organizations and resources, such as the U.S. Commercial Service and U.S. Chamber of Commerce, that can help U.S.-based companies find potential business partners overseas.

Put the Right Pricing Strategy in Place

  SEMA News-October 2010-Business-UPS 
 

The most successful businesses know that solid partnerships are essential to mitigate risk and build strong businesses. That is especially true to grow a business globally, as new layers of complexity require additional skilled partners.  

   

For new entrants into growing markets, it’s important to realize that the price that products can fetch might vary from market to market. The latest forecast from J.D. Power and Associates projects that demand in emerging markets, such as Brazil, Russia, India and China are expected to account for one-third of global light automobile sales this year. J.D. Power research has also shown that the average transaction price for a new car in the United States last year was $27,500; it was only $17,500 in China. That’s why U.S. automotive businesses need to examine their pricing strategies carefully in order to make a profit without pricing themselves out of the market.

When establishing a pricing model, companies have to consider “landed costs,” which include the duties, taxes and fees a country charges when goods arrive. These can vary enormously by market, so it’s important to work with a partner such as UPS that can help demystify these costs in advance.

Use Visibility as an Advantage

When shipping high-value automotive parts and components or even finished vehicles across the globe, exporters must know exactly where products are in the supply chain at all times and keep customers informed. Wisconsin-based Monroe Trucks knows this well. The company outfits stock commercial vehicles for specific purposes, including armored vehicles, fire trucks and snow/ice trucks. It used to take Monroe Trucks between six weeks and three months to deliver its finished vehicles. In addition, Monroe’s former shipping provider couldn’t ensure visibility into its supply chain, so when customers asked where their orders were, Monroe couldn’t tell them. UPS stepped in and overhauled Monroe’s logistics model, improving visibility and service. Today, the company delivers trucks in just 10 days, and customers can track their orders any time. The company also saved a total of 22% in transportation costs.

Demystify CustomsComplexities

Customs can seem scary because they are so complex. In fact, the exam to become a customs broker—the agent who makes sure that a company’s imports and exports comply with many complex regulations and tariffs—is considered to be harder to pass than the bar exam. That’s why SEMA members should consider working with a third-party logistics partner who understands how to navigate trade complexities and can make exporting and importing even easier for businesses in the process. UPS has an army of more than 800 customs brokers who know how to move goods across borders quickly. UPS is also the first package carrier to offer a paperless international shipping option, which transforms lengthy customs documents into simple electronic data. This virtually eliminates the number-one reason why shipments are delayed at customs: incomplete forms.

Automate Shipping and Inventory Platforms

Certain technology investments can make a company’s global supply chain more flexible and cost-effective, which ultimately can ensure that it can increase exports and profits. Auto parts giant Mopar, which ships hundreds of thousands of orders to global customers each month, recently decided to automate its outdated inventory management and shipping processes. Using a special barcode on each part, Mopar employees can scan and automatically populate shipment data into the system without manual entry, providing a one-click process for multiple shipping methods that saves time, reduces errors and produces more efficient invoicing. The tracking capability also allows dealers to get status updates on orders rapidly and accurately.

Global growth will help the industry rebuild, reenergize and revitalize. With incentives from the National Export Initiative; help from knowledgeable partners, such as UPS; and effective use of supply-chain technologies, now is the time for the American auto industry to advance its presence in international markets.

SEMA Show Seminars

Learn how your business can use global trade to grow sales or leverage technology to improve efficiency and rise above the competition at these UPS-sponsored SEMA seminars.

Growth Through Global Trade

Date/Time:
Monday, November 1, 1:00 p.m.–2:00 p.m.
Location: Las Vegas Convention Center, N252
Presenters: Chris Hanks, director of UGA’s Entrepreneurship Program; Jim Beach, TheEntrepreneurSchool.com
Description: Do you know what to consider when exporting internationally? These two experts help explain the trends in growing markets and how to build your international business. They also discuss supply-chain tools and capabilities that help manufacturers and distributors compete in today’s ever-changing global marketplace.

Shipping Technology as a Competitive Advantage

Date/Time: Monday, November 1, 3:00-4:00 p.m.
Location: Las Vegas Convention Center, N252
Presenter: Jeff Enyart, director of UPS customer technology
Description: Technology can help your company improve operational efficiency and create a competitive advantage. Learn how technology can help you process orders and shipments more effectively, cut fulfillment time and keep customers informed. Enyart gives real-life examples of how technology has helped automotive companies save time and money while creating a more efficient supply chain.

Kristin DeBates, marketing manager with UPS, works with UPS customers in the automotive industry. Through her understanding of current industry trends and challenges, DeBates has been instrumental in implementing strategies that address UPS customer needs in the automotive sector, such as reducing transportation costs, improving delivery speed and maintaining a lean inventory.