North Andover, Mass. — The Mobile Electronics Retailers Association (MERA), which acquired the In Car Experts (ICE) marketing and buying group in February, will apply its no-transshipping policy to ICE dealer members.
MERA president Chris Cook called it a zero-tolerance policy. “ICE retailers are expected to adhere to vendor guidelines so that everyone receives the benefit they expect,” he said. “This policy is part of our new membership platform to assure that all of our members are truly In Car Experts.”
Changes in the roster of vendor members at ICE are also in the works. “In evaluating the individual partnerships with vendors, we have found those that are excited about the organization’s direction and those that have decided to move on from ICE this year with a plan to reevaluate their decisions for the following year,” said Cook. Meantime, ICE is “in negotiations with new vendors that are excited to come on board, and we will be announcing these new partnerships shortly.”
ICE counts 165 dealers with 205 locations as members. Members use their combined buying power to obtain national marketing tools such as web design, TV commercials, video content for display on in-store TVs, POS software and live chat for consumers accessing member websites. ICE also leverages members’ buying power to obtain enhanced vendors programs for members.
MERA focuses on dealer education and on delivering discounts for business services to its 1,125 dealer members. MERA also produces KnowledgeFest, the only trade show and education conference dedicated to mobile electronics professionals, the organization said.