With drivers logging longer periods of time behind the wheel amid an accompanying accumulation of clutter, in-cabin organizational products are becoming increasingly popular as aftermarket add-ons.
An average motorist now spends 18.5 hours per week in their car, adding up to nearly three hours a day on weekdays and more than two hours a day on weekends, according to the Arbitron National In-Car Study.
The U.S. Dept. of Transportation’s National Household Travel Survey reports that more than 128 million Americans fall into the category of “commuters,” and of that number an astounding 75.7 percent drive to work by themselves. A Gallup Work and Education study finds that 70 percent of workers have commutes that last for at least a half-hour.
“These days, our cars are more than transportation – they’re mobile offices, entertainment rooms, dining rooms and locker rooms,” says Tim Parkes, founder and CEO of Remington Industries.
“For commuters and certainly moms, the car has become their domain,” he adds. “We’ve chronicled a number of consumer insights over the years, and they show that the car, the garage and the home are all merging together. We’re seeing a continuation of that trend, and in years to come it will be that much more integrated.”
Parkes points out that “when you add the number of moms and dads who tote their kids to school, soccer practice, Cub Scouts and various activities, it all adds up to the fact that Americans continue to rely on their vehicles to get around.”
And a focused aftermarket merchandising plan is the best method for reaching these on-the-go drivers, he advises.
Remington’s “Showroom” program aims to connect the company with industry retailers. “Visibility, market presence and key consumer insights are its features and true partnering its success,” says Parkes. “First of all, we focus our sales and marketing efforts on programs versus products. In other words, we develop customized merchandising solutions that take your market and your customer into account. Then we price products accordingly, weaving them into a convincing brand story. This creates true customer value and loyalty, building lasting customer relationships and repeat purchase.”
“We also provide in-store merchandising opportunities that enhance and direct the customer shopping experience,” Parkes continues. “And we help you grow your business by providing you with nationally recognized brands and an unprecedented manufacturing capability.”
Leveraging the reputation of a readily recognized rubber maker, Remington became an official licensee as it introduced the Rubbermaid Mobile line of vehicle organizational products bearing the tagline of “Organize your life on the go.”
“Not only have we designed products that can be used in the vehicle itself, they also can be transferred into the home and into the events of the consumer’s lifestyle,” Parkes explains. “Whether you are a soccer mom or an individual commuting two hours a day one-way, all of those various products and designs are certainly addressed in the organization side of our business under Rubbermaid.”
According to a Consumer Perspectives Study conducted in 2010, 81 percent of those surveyed felt that auto organization is a “very important” category, with more than 80 percent of the respondents contending that this area of the marketplace was not being properly addressed. The survey additionally revealed that more than half of the motorists were actually embarrassed over how disorganized their vehicles were, with 80 percent noting that the current products in the marketplace did not provide an adequate solution.
“The good news for retailers and distributors,” says Parkes, “is that 76 percent of consumers said they would purchase products that would help them get their vehicle organized.”
Nearly 20 different organizational products are now available in the Rubbermaid Mobile line, ranging from trash bins to cooler organizers to a glove box wedge. “The possibilities in this line are endless,” says Parkes.
A forgotten need
“We have been pleasantly surprised by the amount of attention the Rubbermaid organizational line of products has gotten and the amount of new placements we’ve received,” he reports. “These product lines certainly have innovation built into them, but we’re really filling a need that in many cases had been forgotten,” according to Parkes.
“From Remington’s perspective we were pleased that the study showed the Rubbermaid name was over 10 times more recognized as a brand in the category than the nearest competitor. The study really showed that consumers were less intimidated when a familiar brand was available,” he says, adding that “our organizational products were created to be a solution to vehicle clutter, making car necessities easy to find and access and keeping passenger areas neater and more convenient.”
One of the hotter movers is the company’s Cargo Bin, which is designed to tote everyday items from car to home and back again. It boasts comfortable carrying handles and a sloped front that is easy to load and empty.
The Cargo Bin has four non-slip feet to help it stay put in a car’s trunk, hatchback, seat or floor. The product’s breathable design “helps improve air circulation to keep things fresh during long-term storage, and the watertight bottom tray protects clothes, carpet and upholstery from spills,” says Parkes. It was additionally designed to hang file folders from the top edges for organizing work materials both in and out of the car. Cleaning is accomplished by wiping the surface with a soft damp cloth or placing the bin in a dishwasher.
Up until this year the Cargo Bin was only available in black, but Remington is poised to provide several new colors.
“We haven’t solidified which colors we will introduce yet, but we are excited to give consumers the chance to add some color to their vehicles with these new options,” says Parkes. “When we showed some prototype colors to buyers at AAPEX 2013 in Las Vegas, they were very enthusiastic about this product enhancement.”
Recognizable branding
In addition to its clutter reduction efforts, Remington carries a selection of floor mats and tire inflating equipment.
“We are pleased that our line of organization products is popular with consumers in helping organize their vehicle space,” Parkes says, “but more importantly we are happy to provide retailers with a popular, trusted brand that is easily recognized by vehicle owners.”
Bringing more than 30 years of consumer research, product engineering and design to each product category, the company has its own Remington brand along with the Rubbermaid releases. An additional line of licensed products from Michelin covers the categories of floor matting, vehicle organization and tire inflation.
“We continue to refine and improve our manufacturing techniques, resulting in functional well-made products that are practical and reliable so customers get the best products available,” says Parkes. “This, combined with careful market analysis, helps produce valuable category and consumer profiles as well as current and future buying trends – making it easier for customers to find what they need.”
The company’s latest release is the Michelin EdgeLiner, a custom-fit mat program for trucks and SUVs. The mats are injection molded, and precise laser measurements ensure the best possible fit, according to Parkes, who adds that “a deep tray design and rugged, all-weather topography shields the vehicle interior from debris.” An engineering-grade resin “provides superior durability and is highly flexible to repel water so it is not slippery when wet,” he notes. An additional anti-slip nib backing keeps the mats securely in place.
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