North Andover, Mass. — The Mobile Electronics Retailers Association (MERA) will change its name and the name of the recently purchased In Car Experts (ICE) buying group to Mobile Electronics, which is also the name of MERA’s trade publication.
The association is also restructuring to eliminate duplication, said Chris Cook, president of the new group and former MERA president. He also managed ICE.
With the changes, Kerry Moyer has moved from a position at the Consumer Electronics Association to become the new group’s strategic partnerships VP. He worked at CEA for 18 years and once owned a chain of A/V and mobile electronics stores.
Before it purchased ICE, MERA focused on dealer education and offering discounts for business services to dealer members. It runs the annual KnowledgeFest trade show, whose name has also been changed to Mobile Electronics. This year’s event runs from Aug. 16-19 in Dallas at the Hilton Anatole.
ICE is a buying group that combines members’ buying power to achieve economies of scale to develop 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.