Rollick Outdoor Inc., the powersports buying program that offers exclusive discounts and integrates with online buying portals for dealerships, has acquired AVALA Marketing Group to connect dealerships with more consumers looking to purchase powersports vehicles.
AVALA is a marketing company that creates the strategy and website for OEMs. The company can observe consumer behavior on these websites, such as what vehicle and features consumers are looking at, and share that data with the OEM. Now through Rollick, dealerships will be able to receive an actionable version of that data as well.
“AVALA has all these relationships with the manufacturers who are also sending customers to their dealers,” Bernie Brenner, chief executive of Rollick, told Powersports Finance. “Now, knowing that capability with what we are doing to help create better communication between the dealer and the consumer, we can nurture that customer in this interaction that’s happening between the manufacturer and the dealer. We believe we will be very helpful to not only bring in leads but nurture them to be buyers at our dealerships.”
Through the acquisition, Rollick provides more functionality to the dealership and connects them with consumers who have been using one of AVALA’s OEM websites. Not only does this give the dealership a sales lead, but consumers who are members of one of Rollick’s affinity partners — like Progressive or Walmart — qualify to receive savings on their purchases.
“You, the consumer going through those websites, get to connect with one of the dealers and get an experience at the dealership,” Brenner explained. “This can include a detailed price certificate and potentially extra savings because you are a member of an affinity group and that all adds up to a better relationship with a dealer.”
Through the acquisition, Rollick also gains a foothold into the industrial-commercial world and has a partnership with Toyota Forklift.
AVALA has 60 OEM partners that are primarily in the marine and RV space, such as Ford, Keystone, and Winnebago. Brenner expects that Rollick will onboard its first powersports OEM to the platform by yearend.
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