Retail Advantage - Polaris

RetailAdvantage
Retail Fixtures, Signs and Design 2012-2013

1
Retail
Advantage
In the current competitive environment, the advantage goes to the retailer with the best product,
the best presentation, the best people, and the best customer service. Today’s highly sophisticated
shoppers are more value-conscious than ever. They expect attractive, well-maintained showrooms,
a good selection of quality merchandise, informative displays, and a knowledgeable sales force.
Shopping for power sports is an exciting experience and the Internet-savvy consumer of today
comes to your store with more information than the customer of yesterday. To satisfy these
potential buyers, you need to give them everything they are looking for—and a little bit more. The
most successful Polaris and Victory dealers understand the true Retail Advantage: great products,
great presentation, and a powerful partnership with an industry leader.
The Power of the Product
What is the customer looking for? First, a great product, Polaris has earned its place of honor in
the power sports industry with its full line of Polaris snowmobiles, ATVs, RANGER/RZR Side by
Side vehicles, and Victory motorcycles. The name Polaris has a hard-earned reputation for quality,
innovation, and cutting-edge design. When customers come to your showroom, they want choices—
not just their choices of vehicles, but a full line of parts, gear, and accessories that make the sports
vehicle experience more fun. Plus excellent service to back them up.
The Power of Presentation
Good retail is creating an entertaining and exciting shopping experience for the customer. You draw
them in with great signage and window displays. You add drama with rugged natural displays and
powerful photographs of motor vehicles in use in rough terrain, cruising the highways or snowcovered
lakes. You create excitement by helping them imagine themselves and their families having
fun, escaping from their mundane work-a-day world. And you fulfill those fantasies with a great
brand and great product selection.
The Power of Partnership
Your success is our success. Polaris has all the tools to make you a more successful dealer, from
exterior signs to interior signage, plus an array of custom fixtures and display units all passed on to
you at our cost. We offer professional design consultation at no charge to make the most of your
retail space—no matter how large or small your project is. We show you how to design traffic flow
to “pull” your customers through your showroom by positioning merchandise for maximum exposure.
We listen carefully to our dealers’ concerns and respond to their needs. The Polaris Retail Advantage
provides the retail tools and design assistance to make your dealership an exciting shopping destination.
Sea to Sky Motorsports
“We asked ourselves: ‘What could
a new building or renovation do
for us other than cost money
and time?’ The obvious answer:
the anticipated increase in
business. The unexpected result
was the improved outlook,
motivation, and professionalism
from our staff. Our walk-in and
phone traffic are up significantly.
It would take a lot of advertising
dollars to create this same
excitement. Location improvements
give you the same effect
as advertising but you also have
an asset left that adds to the
value of the business.”
– Tammy Wengberg, owner
Moon Motorsports
“We decided to build a new
26,000-sq.-ft. facility on the
interstate to give us greater
visibility and to offer more
selection and a great retail
shopping experience for power
sports customers. We worked
with Miller Design to create our
dream store, concentrating on
creating a flow that was more
efficient. Incorporating our ideas
and theirs, it all came together
just the way we wanted it and
with our new freeway exposure,
our floor traffic is up considerably
with new customers.”
– Joel Erickson, owner
Maxim Power Sports
“Location is key, which is why
we built our new building on the
main highway with a clear line of
vision from nearby retailers.
Next we wanted to be sure the
new building would have the
“WOW” factor when customers
come in and that the interior
design would flow and be more
efficient for both our customers
and employees. Miller Design
Group’s knowledge of design
and layout brought our dream
to have the premier motor
sports facility to reality.”
– Bill Elliott, owner

3
Polaris
Dealer Standards
Facility Standards:
As a Polaris dealer, you benefit from our years of experience in creating and selling a top brand and
presenting it in a way that is planned, researched, and tested to sell merchandise. We know what
works. We know what makes the ideal shopping experience for Polaris and Victory customers. And
we can help you achieve it. The Exterior: Should be well maintained, with prominent, well-lit signage
that makes an impact, selling the brand every day and night to those passing by. The Interior: The
showroom must have a minimum of 2,000 square feet, with separate areas dedicated to service
and parts storage. The walls and floors should be completely finished and provide an attractive
background to display merchandise. It has been proven that clean, well-lit and well-organized
showrooms increase sales and customer satisfaction.
Store Hours:
Recommended business hours: six days a week, including Saturdays.
Service – The Polaris Standard:
Selling Polaris is the first step in the contract we make with our customers. Good service is the
second step. A modern, clean, well-organized service area not only impresses current and potential
customers, it makes it easier for service people to do their best work.
Polaris requires that every service area have:
• A desktop computer with access to the Polaris dealer intranet.
• A portable computer with print capability and Internet access that has the latest version of
Digital Wrench software installed.
• A special Polaris tool board updated with current tools, all readily accessible to techs.
• Service publications for the last three model years of all Polaris and Victory products you carry.
• A forklift to easily load or unload products.
Staffing & Training – The Secret Ingredients:
Product and presentation are extremely important, but people are key to dealer success.
A well-informed, well-trained sales and technical staff make the difference. One good experience
means that when customers are ready to buy an ATV for their spouse, upgrade to a more powerful
machine, or add a new Victory to their stable of sports vehicles, they come back to you. It’s a simple
rule of business: It is easier to keep a good customer than to find a new one.
For Staffing, Polaris recommends:
• A Service Manager, with a minimum of one full-time certified technician for each product line.
• A person with specific responsibilities for finance and insurance.
• A specialist in high-margin Polaris parts, garments, and accessories.
• A dedicated sales specialist with expert knowledge and special training on the Polaris or Victory
product line.
For Training, we support your staff with:
• Complete Know the Way Out online training on each product line.
• Master Service Dealer training and update school.
• The Way Out Training Tour (WOTT) brings comprehensive training for ATVs to you.
Not available in all areas – talk to your DSM about WOTT.
• Dealer Support or Ask Polaris are available to answer questions.
Information and
Communications Systems –
Up and Running
Today’s value-conscious customers
come to your store prepared. They
go online to explore the features
and benefits of your products. They
have high expectations and are
looking for the optimum experience
for themselves and their families.
To meet their expectations,
we recommend:
A web site showing your products,
location, hours, and service capabilities.
Recommended vendors for
dealer web sites are PowerSports
Network and 50 Below.*
A high-speed access (DSL or cable)
at all of your computer terminals,
giving you immediate access to
Polaris with questions and problem
solving.
A phone system with multiple lines
and answering functionality, so you
don’t miss one customer call or
one opportunity for a sale. A dedicated
fax line allows you to receive
and send information without
waiting for a phone line to clear.
A business computer system with
programs that will allow you to track
sales and inventory, order parts and
supplies, and maintain accurate
financial accounts. Our recommended
vendor is ADP Lightspeed.*
A computerized sales logging
system allows you to track and
follow-up with your potential
customers. Our recommended
vendors are: TrafficLogpro
and V-Sept.*
In today’s economy, you need to
use every possible tool to streamline
your operation to offer the best
service to your customers. They
have many options for where to
spend their leisure dollars. We can
help you make sure they spend
them with you.
*See page 17 for contact information.
Logo Color
Specifications
Polaris Logo Color Specifications
Blue–PMS 280
Victory Logo Color Specifications
Red–PMS 202
Blue–PMS 2925
Orange–PMS 137
Black–Pantone Black
Silver–PMS 877

5
Zone 1
Storefront
Your storefront is your first opportunity to make a
good impression on your customers. Use strong,
permanent, exterior signage to communicate your
company name and prominently display the Polaris
and Victory brands. Have your signage lit day and
night to reinforce your brand image to those passing
by. Provide easy access and a well-lit and well-
maintained parking area to welcome customers
and draw them into your store. Showcase exciting
merchandise in your store windows and keep windows
free of any messages except those that are promotional.
An outdoor product display reinforces the business
you are in and adds to your presentation. To maintain
those strong first impressions, look at your store
critically to ensure that it presents the image you
want to convey to your customers.
Polaris Logo Channel Sign
Strong, contemporary exterior
signage promotes the brand
and pulls people into the store.
This sign features raceway-style
construction, with bright blue
illuminated letters and the
Polaris star.
Victory Logo Channel Sign
Stop traffic with dramatic
Victory signage. The Victory
tank badge and Victory name
are lighted for high visibility to
night traffic. Constructed in a
horizontal raceway mounted
format with channel letters.
Dealer Imprint
Monument Sign
A powerful sign with strong
impact, announcing your store
name and Polaris and Victory
brands in a sturdy monument
style. Made of high-quality
brushed metal, illuminated for
maximum visibility. Heights can
be customized to meet your
local zoning requirements.
Polaris or Victory
Logo Signs
These single-faced
illuminated wall mount signs
are proven ways to pull
customers into your showroom.
Also available in pole mount.
Contact: Ed Mackle
Pattison Sign Company
865 693-1105 ext.132
emackle@pattisonsign.com
YourFirstImpression
Present a dynamic brand message
with strong exterior signage. Create
dramatic outdoor product displays
to draw people into your store.
Use windows to spotlight key
products and advertise promotions.
And provide customers with an
ample, well-lit parking area.

7
Zone 2
Interior Branding
Once you have attracted customers into your store,
you have an opportunity to impress them with a great
shopping experience. Remember, 80% of buying
decisions are made in the showroom, so this is your
golden opportunity. First, create a store layout that
draws customers to various focal points and key
displays throughout the store. Good overall lighting is
critical, with special spotlights on important displays.
Wall space is valuable selling space. Use it to feature
gear and accessories, making it easy for customers to
find what they want. Use interior signage to identify
categories and reinforce brands.
Polaris Channel Letter Sign
This illuminated LED Polaris
sign is a powerful sales tool.
The Polaris name and lighted
star serve as a beacon to
customers, promoting the
brand and reinforcing their
purchasing decision.
Polaris Signature Display
Create a dramatic focal point in
your store with this display. The
use of warm wood laminates,
video monitors, and illuminated
Polaris logo work together
to make a powerful impression.
New Item - Polaris or
Victory Signature Wall Sign
These high-tech wall signs
feature the Polaris or Victory
logo set on a laser-cut metal
background with LED lighting.
New Item - Polaris
Signature Header
Define a powerful focal point
with this Polaris laser-cut,
perforated metal hanging
display. Display comes
complete with LED lighting.
Victory Focal Display
Create a Victory store-within-a
store with this dramatic display.
Victory display includes a raised
display base, lighting system,
and flag backdrop.
Polaris Moto Tech Signs
Define the sight line and identify
categories. These gleaming
brushed metal logo signs
quickly identify different Polaris
product categories to enhance
your customers’ shopping
experience.
Victory Moto Tech Signs
Identify product categories
with clean, contemporary silver
signage with Victory logos.
To Order Contact:
Scott Miller - 952 942-5767
Barb Miller - 952 829-8214

9
Zone 3
Feature Displays
Why are feature displays so important? Simple. They
are powerful tools to showcase powerful products.
They are a Silent Sales Force that engages your
customers, getting them to interact with your products.
Elevating snowmobiles and Victory motorcycles on
platforms is like putting them on stage and giving
them the star treatment. Showcasing ATVs on “rock”
formations reinforces the image of the rugged, off-
road performance of our sport and utility vehicles.
It’s not enough to just put a machine on the floor and
a sign on the door. We operate in a very competitive
retail environment with a knowledgeable, value-
conscious customer. You need to engage that customer
at the point of sale through strong feature displays.
Polaris Rock Display
Natural materials bring the
outdoor riding environment into
the store. These high-quality,
rugged-looking rocks are made
of hollow concrete and are
hand-painted.
Victory Oval Platform
A dramatic way to showcase a
new model. Made of wood and
covered with laminate, the top
is a vinyl Victory logo.
Polaris Oval Platform
Make key models focal points
on the showroom floor. The
Polaris raised, oval platforms
are constructed of wood,
laminated with brushed metal
sides and a diamond plate top.
Sized to fit both ATV and
snowmobile models.
New Item - Polaris or
Victory 8'x8' Wall Murals
Promote the experience of riding
in your showroom. Versatile and
lightweight, this wall system is
easily updated. Just remove the
photo sections and slide new
photos into place.
To Order Contact:
Scott Miller - 952 942-5767
Barb Miller - 952 829-8214

11
Zone 4
Gear & Accessories
Purchasing a new ATV, snowmobile, or motorcycle is
just the beginning. Ride gear and accessories are an
important part of the experience for riders, and are
often impulse purchases. Create strong selling areas
to merchandise these high-margin, high-profit
products. Begin with quality fixtures designed to
fit the merchandise, using a combination of both
Polaris/Victory fixtures and stock fixtures. Consider
every inch of wall space as premium selling space.
Organize your products by category, just the way your
customer likes to shop, and group by color for more
dramatic impact. Rotate the products frequently to
create new displays and take packaged merchandise
out of the plastic bags so customers feel free to pick
it up and touch it. It’s your retail advantage.
New Item - Polaris or
Victory Gear and Accessory
Merchandising Rack
A versatile way to display gear
and accessories. Constructed
of brushed metal and available
in your choice of two slat wall
colors. Comes complete with
4 high-tech metal shelves.
(Optional fixture kit and
additional shelves are available.)
New Item - Polaris or
Victory Cap Rack
A handy way to merchandise
caps. Sturdy brushed metal
display showcases eight styles
of caps.
Polaris Helmet Display
A dramatic way to showcase
helmets. Cubes are made of
high-quality safety glass and
a wood laminate base. Holds
32 helmets.
Victory Helmet Display
A dramatic way to showcase
helmets. Made of high-quality
safety glass and a wood laminate
base. Holds 16 helmets.
Boot Display
A self-serve fixture constructed
of wood laminate. Display sample
boots on top with additional
sizes below.
T-Shirt Display
Display 16 styles of T-shirts on
one display with the remaining
inventory in the storage areas.
Victory Novelty Display
A convenient locked case safely
displays small items. Made of
high-quality safety glass with a
wood laminate base.
Polaris or Victory
Slat Wall
Slat wall is available in two
colors, and includes metal
inserts to enhance strength.
Slat wall hooks available at CarlsonJPM,
see contacts section on page 17.
To Order Contact:
Scott Miller - 952 942-5767
Barb Miller - 952 829-8214
SelltheExtras
Generate incremental sales by selling
high-margin accessories and gear.
Create exciting displays and rotate
products frequently, using quality
fixtures that help sell the merchandise
for you. Make your walls work too—
featuring easy-to-see, easy-to-access
items for your customers.

13
Zone 5
Selling Tools
Every element in your showroom should be geared
to creating a superior shopping experience at your
dealership and reinforcing the quality and class of
the Polaris and/or Victory brands. The counters are
where riders gather to talk to the sales staff, look at
brochures, and solidify their decisions. It’s a great
area for cross-selling, providing opportunities for
impulse purchases of parts, oil, and accessories.
High-top tables and stools help create an attractive
place to talk with customers and write up orders.
Rugs and tiles establish the Polaris brand message
from the moment customers step in your door to the
moment the buying decision is made. Well-placed
literature racks provide customers with information
to help them make a purchasing decision. Use all of
the Polaris selling tools to ramp up sales.
Polaris or Victory
Parts Counter
A smartly branded curved work
area designed to hold two
computer workstations, drawers,
and open-shelf storage. Made
of wood laminates, with a
charcoal gray front, brushed
metal top, and diamond plate
toe kick.
Polaris Cash Wrap
A well-designed workstation
with glass display case. Includes:
computer desk area with file
and pencil drawers. Charcoal
gray laminate front and brushed
metal laminate top.
New Item - Polaris or
Victory Oil Rack
Polaris and Victory oil racks can
either be installed into your wall
for easy back loading or in front
of the wall. These displays are
sturdy, well designed and come
complete with shelf talkers for
consumer ease in shopping.
Polaris or Victory
Oval Table
Use high-top tables to talk with
customers or write up a sale.
Durable metal base with highpressure
laminate top is perfect
in a lounge area.
Polaris or Victory Stool
Provide a comfortable place for
customers and employees to
sit. Steel frame with the Polaris
and Victory brands imprinted
on the vinyl cushions.
Polaris Logo Tile
Polaris offers a selection of
Crossville porcelain tiles for your
showroom at very competitive
prices. Brand your floor with
four 12" tiles featuring the
Polaris logo.
New Item - Polaris or
Victory Literature Display
Literature for your customers
at their fingertips. High-quality,
sturdy metal display proudly
displays your Polaris or Victory
brochures.
ReinforcetheBrand
Promote the Polaris and Victory
brands in key areas around the
showroom. From parts counters to
welcome mats, from lounge-area
stools to high-top tables, each
item is designed to enhance
the shopping experience for
your customers.

Success
Looks Like This
Dealers across the country have created exciting
stores that sell the power sports ride experience —
from exterior signage to interior fixtures and displays.
Use these ideas for inspiration in your own showroom.
Browse through our photo album here and online at
www.barbaramillerretaildesign.com for ways you can
improve the shopping experience for your customer.
Need help? We can provide professional design
consultation at no cost to help you in every aspect,
from signage to store layout, from fixtures to
powerful displays.
TheWholeExperience
The vehicle is only the beginning.
It’s the customers imagining
themselves on that vehicle that
makes the sale. Create an
environment that makes
customers want to ride. Before
they know it, “I want it!” becomes
“I deserve it!”

17
Support
Programs
The Polaris goal is a true partnership between our company and our dealers. When we work together
to support our brand and grow your business it is truly a win-win relationship. Together we can
create a retail environment that excites customers and stimulates sales.
Polaris programs include:
Store Planning – Miller Retail Design Group will work with you, from floor layout to fixture selection
to signage. With more than 16 years experience in the power sports industry and more than 1,000
stores completed, they are an excellent resource for you. See next page for details.
Polaris Fixtures and Design Elements – Custom fixtures are designed specifically to present and sell
Polaris and/or Victory brand merchandise. Co-op dollars available, see complete co-op policy online
www.polarisdealers.com, select Dealer Management, then select Co-op Policy.
Exterior Signs – Pattison Sign Company offers a variety of attractive, contemporary designs to
enhance your store front and pull customers into your store. Co-op dollars available, see complete
co-op policy online www.polarisdealers.com, select Dealer Management, then select Co-op Policy.
Stock Fixtures – For a complete line of stock fixtures, contact our preferred vendor at CarlsonJPM
Store Fixtures. CarlsonJPM offers a 10% discount to all Polaris Dealers.
Flooring – To create a total and consistent Polaris look, Polaris offers high-quality, porcelain flooring
at prices below the Manufacturer’s Suggested Retail Price. For tile samples, contact Miller Retail
Design Group.
Advertising Co-op Dollars – Available for TV, radio, newspaper advertising, plus assistance for Open
Houses and product demos. See complete co-op policy online www.polarisdealers.com, select
Dealer Management, then select Co-op Policy.
Training – Polaris offers comprehensive training programs designed to help you effectively represent,
sell, and service Polaris and Victory products.
Computer Systems – ADP Lightspeed is Polaris’ recommended vendor for business computer
systems.
Web Sites – Polaris’ recommended vendors are PowerSports Network, Inc. and 50 Below.
Sales Logging System – Polaris’ recommended vendors are TrafficLogpro and V-Sept. Polaris has
worked with TrafficLogpro and V-Sept to develop a customized system to track and follow-up with
your prospective customers.
Store Design Consultation
Miller Retail Design Group
Scott Miller - 952 942-5767
scott.millerrdg@comcast.net
Barb Miller - 952 829-8214
barbmillerdesign@aol.com
www.barbaramillerretaildesign.com
Polaris Fixture Orders
Scott Miller - 952 942-5767
Barb Miller - 952 829-8214
Exterior Sign Orders
Pattison Sign Company
Ed Mackle
865 693-1105 ext.132
emackle@pattisonsign.com
Stock Fixtures
CarlsonJPM Store Fixtures
866 523-5390
www.carlsonjpm.com
Business Computer Systems
ADP Lightspeed
800 521-0309
www.adplightspeed.com
Web Sites
PowerSports Network, Inc.
800 556-0314
www.powersportsinfo.com
50 Below
888 502-3569
www.50below.com
Sales Logging System
TrafficLogpro
727 369-3393
dan@trafficlogpro.com
V-Sept
888 850-6311
www.v-sept.com
GettingStarted
Step 1 - Evaluate your facility with this guide.
Step 2 - Determine what is needed in your facility to create a good store environment and
reinforce the Polaris and Victory brands.
Step 3 - Contact your Polaris store designers. The Miller Retail Design Group is available to you
for professional design consultation at no charge.
The Miller Retail Design Group also offers customized design packages for your entire store.
Space allocation is defined including fixtures, product placement, walkways, displays, and common
areas. Also available 2-D elevation and 3-D showroom drawings, interior finishes and lighting
recommendations. www.barbaramillerretaildesign.com
Jim 20' x 13'
Parts Mgr.
12' x14'

©2011 Polaris Sales Inc., 2100 Hwy 55, Medina, MN 55340
PO11-007 06-11