Online Tire Purchase

Goodyear's online sales idea elicits mixed reviews
February 11, 2016 – 05:58 pm
A quick cruise through

GRAPEVINE, Texas (Jan. 26, 2015) — Goodyear is launching online tire ordering via Goodyear.com, with installation at authorized Goodyear retailers.

The Akron-based tire maker disclosed the online buying option today to dealers attending the 2015 Dealer Conference in Grapevine.

“For years, we’ve been connecting consumers to aligned Goodyear retailers on the Web, but now we’re seeing a growing number of consumers who demand the ability to buy online, ” said Mike Dauberman, Goodyear’s senior director, marketing and interactive.

“The next logical step in serving these digitally savvy consumers is to enable that online purchase. And when we combine online purchase capability with the broadest network of retailers to support the tire installation, Goodyear and its retailer network are well-positioned to meet these consumer needs.”

Tire Business photo by Will Schertz Mike Dauberman, Goodyear's senior director, marketing and interactive.

In deciding to offer online ordering, Goodyear cited research that shows consumers are increasingly shopping and buying tires online.

A recent Millward Brown Digital-Google Auto Tires Purchase Study estimated that 83 percent of tire shoppers used digital sources as a part of their purchase process — up from 66 percent in just two years.

Last year alone, Goodyear said more than 20 million consumers visited Goodyear.com to research and shop for tires.

The Goodyear.com online purchase option, to be activated later in 2015, will enable consumers to purchase tires online and have them installed locally at an authorized retailer of their choice. The consumer will pay for the tires, taxes and standard installation online, and the installing retailer will be compensated by Goodyear.

Additionally, logistics will be handled by Goodyear with participating wholesale distributors.

Goodyear tested online tire sales and found that 60 percent of the consumers who purchased tires on Goodyear.com were new to the store that performed the installation and often represented added service revenue to the installing location.

Goodyear photo Andy Traicoff, Goodyear's vice president, consumer sales and customer development

“Becoming a participant in the Goodyear.com Installer Program offers Goodyear retailers exciting benefits including an industry-leading compensation package for each installation, ” said Andy Traicoff, Goodyear’s vice president, consumer sales and customer development.

“Plus, the Goodyear retailer gains the opportunity to generate additional service revenue at the time of installation and secure a loyal new customer, all while Goodyear handles the customer acquisition costs.”

Retailers interested in the Goodyear.com installer program can contact their Goodyear sales representative for more details, including the opportunity to sign up to participate as an authorized installer, the company said. Full training, including eLearning, a comprehensive resource guide, videos and call center support will be available to all participating installers in the coming months.

Source: www.tirebusiness.com
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Popular Q&A
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