Many people these days are saying the retail store is dead. But what if the brands winning loyalty in 2025 are the ones prioritizing the physical experience – not abandoning it?
That’s exactly what BRP, the Québec-based company behind Ski-Doo, Sea-Doo and Can-Am, is proving. While much of the retail world races to digitize, BRP has quietly turned its global network of 2,700+ dealerships into experience hubs – places where customers come to ride, connect and belong.
In powersports, 80% of customer interactions still happen face-to-face, and BRP sees that as its competitive edge. Dealerships have become community spaces that blend design, service, and storytelling – more like flagship brand destinations than sales floors. It’s a bold counter-narrative to the “online-only future” myth driving so much of retail discourse.
Audra Macon, BRP’s Director of Global Retail & Dealer Experience, said the company is headquartered in Valcourt (Québec) and is a global leader in the world of powersports.
“Through its portfolio of industry-leading brands featuring Ski-Doo and Lynx snowmobiles, Sea-Doo watercraft and pontoons, Can-Am on- and off-road vehicles and Rotax powertrains, BRP unlocks exhilarating adventures and provides access to experiences across different playgrounds. With more than 2,700 dealers worldwide,” she said.
“BRP has annual sales of CA$7.8 billion from over 130 countries and has approximately 16,500 employees as of January 31, 2025.”
Macon said BRP creates innovative ways to move people in every way, on snow, water, dirt, asphalt, and everywhere in between.
“In powersports, 80% of customer interactions still happen face-to-face at the dealer level. Knowing that, customer experience in dealerships becomes a major growth lever and a competitive advantage,” she explained.
“Across our dealer network — more than 2,700 dealers around the world– we have a unique opportunity to spark an emotional connection and ignite passion on showroom floors. That’s why, for example, we showcase dynamic action shots of our riders conquering different playgrounds: riding through the mountains with their Can-Am side-by-side, riding in deep snow with their Ski-Doo snowmobile, doing a road trip with their 3-wheel vehicle or making waves out at the lake with their Sea-Doo personal watercraft.
“We don’t just sell machines, we make adventure happen. In today’s competitive retail environment, we believe it’s no longer enough to focus on product-centric layouts. The future belongs to experience-driven concepts. Think, for example, about immersive zones that transport customers into the brand story, interactive displays to drive curiosity, and activations like pop ups or influencer-led events to give a reason for people to come back.
“It’s more than creating spaces, it’s creating moments that matter in the customer journey. At BRP, we do not sell units online but a consumer can leverage the online tools to build a perfect unit and decide on a brand prior to visiting the dealer. With e-commerce offering such convenience, customers get comfortable at home and are now demanding a reason to visit a BRP dealership. They expect more than just a transaction and we need to deliver a premium experience worth the trip.”
Macon said providing premium customer experience drives loyalty. Buying a powersports vehicle isn’t just about buying another consumer product, it’s about unlocking freedom, adventure, and thrill.
“It’s literally an experience to create long lasting memories with friends and family. When a dealer can connect with the consumer’s emotions, you go from selling a product to selling an adventure, even a lifestyle. In fact, BRP exists to create new ways to move people, so that experiences are measured in emotions, rather than distance,” she said.
“And to keep that excitement going, at BRP, we encourage our dealers to host events such as Open Houses, Demo Days, and trail rides. Riders like to share their adventures and bond with others that have the same passion. Emotional loyalty builds trust, engagement and leads to repeat purchases. Bringing enthusiasts that share that same passion continues to fuel the heartbeat of the customers that ride BRP products.”
What can other industries learn from powersports about re-humanizing the customer journey?
“Dealers selling “want” products, like a Sea-Doo for pure fun, have a unique advantage: the ability to create personalized, unforgettable experiences. Unlike ‘need’ purchases, like buying a car to go to work, where the decision is automatic, discretionary purchases bring hesitation. Customers ask, “Should I spend?” That’s where you come in by delivering an experience so compelling that the answer becomes an easy yes,” she said.
“If a retailer, regardless of its industry, can connect human emotion to the product, making the sale just got easier. Short perspective on building lasting loyalty.
“In powersports, rational specs matter far less than emotional connection. The brands with the deepest loyalty aren’t always the fastest or the cheapest, they are the ones that make their customers feel like they belong to something bigger than a transaction. Every touchpoint counts with the customers. Our riders power our brands. At BRP, we believe that loyalty isn’t just a repeat purchase, it is continuously earning the trust of our riders by holding true to the values of passion, drive, ingenuity and trust that we live by at BRP, while maintaining our sense of adventure as our guiding star.”
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