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Retail Revolution As The DragonFire “Store-In-Store” Program Rolls Out

Mesa, AZ – May 9, 2012 – Already known for their winning ways in the competition arena, the pros at DragonFire have now set their minds to winning at the retail level! In partnership with RideNow dealerships, DragonFire “Store-In-Store” program has been rolled out… literally rolled out, as the innovative displays use a fully decked out UTV as a focal point for their self-contained retail centers.

“The idea behind our ‘Store-In-Store’ program is to build an attractive display in which products and information can be relayed to the customer with ease,” says DragonFire’s Marketing & Media go-to guy, Chris Moore. “This consists not only of a stand-alone product display, but a completely accessorized demo vehicle as well. The goal is to give the customer a firsthand experience of what the final product will look like.”

Since the RideNow chain of dealerships is based near DragonFire’s HQ, it makes sense that they were the first to embrace this new way of doing business. RideNow Chandler and RideNow Peoria currently have these displays up and running, with more on the way. “RideNow loves the UTV market as much as we do, and they were excited about the idea of having a UTV aftermarket-specific product display in their stores,” adds Moore.

The program works! Within days the RideNow group saw the potential of this program and opted to put two more stores on the docket to receive similar displays in the coming months. “We have enjoyed working with DragonFire to put together a customer-friendly Store-In-Store,” says RideNow COO Bill Nash. “The display not only allows the customer to visually see the DragonFire parts and accessories, but it goes further by actually having a Polaris RZR XP 900 fully outfitted with the cool DragonFire components.” Could this program work for other dealers? “This venture has helped us build on our business across the board by attracting customers to our stores,” says Nash. “Based on this success, we plan on expanding the Store-in-Store Concept to some of our other dealerships, in conjunction with our friends at DragonFire.”

Moore concludes, “Our goal is to continue to ignite our customers with the same passion we have for the sport, provide the best UTV products we possibly can, and as we say here at DragonFire… Feel The Heat!” To feel the heat for your dealership click on

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