Magazine for the professional tire industry
Issue link: https://mtd.epubxp.com/i/394657
MTD October 2014 Soft sell, hard facts Discount Tire gives its customers the tools to buy By Bob Ulrich D iscount Tire is famous for of- fering free tire repairs at each of its 891 stores nationwide. Tat has been a staple of the organization since 1970. It also performs thousands of free air checks every day. And in areas where cold weather is a concern, the company changes winter tires at no cost to the car owner, whether they are going on the vehicle or coming of. Tose are the sexy services that receive all the press. How can more than 10 million(!) free tire repairs over the last 44 years not be newsworthy? But the services are more than just promotional gimmicks. Tey are part of a Discount Tire philosophy designed by founder Bruce Halle to turn every visitor into a loyal customer. Chief Customer Ofcer Steve Fournier insists the store managers and assistant store managers are taught not to hard sell tires and wheels. "Customers have m o re i n f o r m at i o n today thanks to the Web. They go to the store and know more about tires than the tire person! " We look to create that same experience for c ustomer s. We give them unbiased, transparent informa- tion — good, factual data — to help them make their decisions." Ti r e a n d w h e e l displays are a given, although they are just part of the showroom decor. Each store fea- tures a "Good, Beter, Best" tire display that defnes the diferences in tire quality, accord- ing to Discount Tire. • "Good" tires have simpler designs with minimal features. Rub- ber compounds and other materials are more basic. • "Beter" tires are most ofen built with new technologies and components than "Good" tires. Teir rubber compounds and designs are also more advanced. Tese contribute to a longer, more comfortable and beter performing tire than those in the "Good" category. • "Best" tires are built to the highest standards using the most state-of-the- art equipment. Teir more advanced tread designs, construction and rubber compounds are designed to deliver the highest level of performance. The definitions are supported by a cutaway illustration that showcases tire technology. Te stores don't shy away from hot- buton issues. For example, a consumer advisory addressing tire aging is placed squarely on the main counter. Discount Tire recommends replacing the tire be- tween six and 10 years of age, and taking any tire more than 10 years old out of service. Low-cost radial pricing and price spe- cials are sometimes emphasized, although every store will meet or beat pricing on comparative tires. Tire prices, good-beter- best suggestions and customer reviews are displayed on the company's website, www.discountire.com. ■ Focus on dealers Apprentice technician Eric Gruler is one of 20 part-time employees at Discount Tire's East Frank Lloyd Wright Blvd. store in Scottsdale, Ariz. Customers can watch their vehicles being worked on from outside the bays or inside the showroom. Only tire-related services are done. A showroom display asks drivers to think about tread depth. Discount Tire considers 3/32-inch or less to be "unsafe." Store managers and assis- tant managers strongly recommend replacing the tires at that point. 66