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Costco members hunting for jumbo packages of paper towels or choice meats were in for a pleasant surprise last summer: They could check out a Boston Whaler, too. Starting in July, unmanned displays of Super Sport, Montauk and Dauntless models were at select Costco warehouses in the market areas of 40 Boston Whaler dealerships in a pilot program that was originally scheduled to end in September.

The program delivered deep discounts and other incentives to Costco members who purchased a boat, and Costco and Boston Whaler say strong sales led them to extend it until the end of the year. This year the program is open to all Whaler dealers in the vicinity of Costco warehouses. The Boston Whaler dealerships also held mini boat shows in Costco parking lots. Costco members with no inkling that they wanted to buy a boat ogled shiny new Whalers, chatted with sales reps and decided, in many cases, that a boat might be fun to own. The sales took place at the dealerships, not the warehouses, but it was the on-site displays and website promotions through Costco's Auto Program that drove new business to Boston Whaler at a time when new-boat sales were near record lows. Hexcmp2 2 34 Serial Podcast. 'Of all the Super Sport, Montauk and Dauntless boats sold [at the participating dealerships] during the pilot program period, 30 percent of them were sold to Costco customers,' says Ben Cast, vice president of sales, marketing and customer service for Boston Whaler, in Edgewater, Fla. (Cast is now with Crestliner, another Brunswick brand.).

That's good news in itself for the builder and its dealers, but Cast says the program did more than move inventory. It boosted brand awareness and introduced people to boating. 'Approximately one-third of the people buying boats through the Costco program were new to boating and about three quarters of the buyers through the program were new to the Boston Whaler brand,' he says. The program was an offshoot of an arrangement between Sea Ray and Costco. Sea Ray began a partnership with Costco in 2009 after the Costco Auto Program approached the Knoxville, Tenn.-based builder late in 2008. For Sea Ray, the timing couldn't have been better.

The collapsing economy was decimating new-boat sales. The pilot program with Sea Ray started on the West Coast in spring 2009. It involved 12 dealers and translated to sales of about 200 units, says Mike Burke, Sea Ray vice president of sales and marketing. Maintype 6 0 Serial Podcast. The boats were discounted. Sea Ray and Costco took the program national last February, covering roughly 150 dealers near many of Costco's 417 U. Driver Digicom Palladio Wave 54 Cx Usbc. S.

'The program was hugely successful,' Burke says, noting that Costco members bought about 1,000 boats in 2010 and that he expects to see significant increases in unit sales this year. 'It's been the most effective partnership program Sea Ray has ever developed,' he says. The results of Sea Ray's national rollout were similar to those of Boston Whaler's pilot program. More than half of the total sales were to Costco members new to boating and 75 percent of the total sales were to Costco members who were new to Sea Ray, Burke says. Costco's auto program had long provided members with value pricing on cars and recreational vehicles. Beginning with Sea Ray and extending to Whaler, both owned by Brunswick Corp., Costco added boats to what the company calls its 'value proposition,' according to Rick Borg, vice president of operations for the Costco Auto Program.

The program is run by The Affinity Development Group in San Diego, a vendor of the Issaquah, Wash.-based Costco Wholesale Corp. Borg says Sea Ray and Boston Whaler had the 'foresight to give dealers a new way of doing business that's totally unique. It's really out-of-the-box thinking. That no one else had tried before,' he says. Both programs are based on referrals. Costco members - there are roughly 40 million in the United States - who see a boat display or boats on the Costco Auto Program website are directed to a participating Sea Ray or Boston Whaler dealer.