COMPANY

CHALLENGE

Polaris wanted to build the company’s brand identity and sought an initiative that would make Polaris stand out in the cluttered multi-line retail environment in which their products are sold. Polaris also wanted to influence the more than 20 percent of customers who walk into an ATV dealership and are undecided about which brand to buy. Additionally, Polaris wanted to increase sales, not only of ATVs but also its extensive line of ATV accessories.

SOLUTION

To achieve its objective, the company deployed 200 Polaris ATV Experience Centers to dealerships in the United States and Canada. Each Polaris ATV Experience Center consists of two touch screen computer kiosks, manufactured by SeePoint Technology, as well as a full size ATV sitting on simulated, three dimensional rock terrain. One touch screen kiosk hangs directly facing where a customer can sit on the ATV, and a second freestanding touch screen kiosk is in front of the entire display facing the sales floor.

The freestanding kiosk on the sales floor educates the customer about the company’s ATVs and accessories. The customer uses the kiosk like an interactive catalog and can learn which products would be best based on how, how often and in what environment the ATV would be used. Customers can also use this kiosk to learn which accessories, such as lawn mower, snow plow or log splitter, are available. Additionally, the freestanding catalog kiosk introduces customers to Polaris’ Lock & Ride feature, which is one of the key differentiators between Polaris and its competitors.

The second kiosk provides a virtual ATV adventure. The kiosk, which hangs at eye level in front of the customer sitting on the ATV, displays an action packed multimedia experience from a rider’s point of view, simulating the thrill of a ride on a Polaris recreational vehicle through muddy bogs, along dirt trails and across rivers while also demonstrating the products’ many capabilities. This kiosk gives the customer the next level of understanding and a strong basis for favorably comparing Polaris products to those of its competitors.

The modern and rugged looking interactive computer systems, which are designed andmanufactured by SeePoint Technology, are a perfect complement to Polaris’ sleek and sturdy vehicles. The strong and contemporary design of the interactive systems exemplifies the trail-blazing adventure that Polaris products inspire. The compact and fully integrated design of SeePoint’s All in One kiosk was also a must have to maximize ease of installation in hundreds of locations throughout the continent. Without exposed cables or wires, the small footprint kiosk could be easily incorporated into the store display.

RESULTS

Polaris’ bold and unique retail kiosk initiative grabs customers’ attention immediately and draws them to the Polaris display, quickly giving Polaris a competitive advantage by being in front of the undecided customer first.

The Polaris ATV Experience Center directly influences the customer during every step of the sales process – from grabbing their attention, to educating them about the product to closing the sale.

Within three months of deploying the kiosks, Polaris dealers with an ATV Experience Center experienced a 30 to 35 percent increase in accessory sales. Polaris accessories are high margin products which are very profitable for dealers to sell.Dealers with a Polaris ATV Experience Center in their stores are selling significantly more Polaris ATVs and accessories than dealers which don’t across the board.

These increased sales also strengthen Polaris’ relationships with their dealers.