Modern Tire Dealer

APR 2017

Magazine for the professional tire industry

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MTD April 2017 Focus on dealers Ultimately, the NPS boils down to one question a dealer will ask his or her customers: How likely are you to recommend Tire Pros to a friend or colleague? Consumers will answer the question using a 0-10 scale, with zero representing "not at all likely" and a 10 being "extremely likely" to recommend. Sinclair said the answer will help dealers' business four ways: • It will objectively measure the customer experience. • It will alert a dealer to issues that need aention. • It will highlight opportunities to retain customers. • It will build value in the Tire Pros brand. Online sales National marketing efforts are driving consumers to the website, and this year consumers will have the option of selecting a "buy now" buon. e buon is an affiliate link to ATD's TireBuyer platform, and consumers will be prompted to select a dealer for installation. ey won't be offered a "ship-to-home" option, and dealers will get credit for each sale. Sinclair told MTD, "We want to drive that consumer to the Tire Pros dealer's location to set the appointment. But we all know there are a certain number of consumers who really want to purchase now, buy now and close the transaction. We believe it's important to have that functionality on the site. We're trying to capture that consumer who wants to buy now, who if we didn't offer that functionality, would probably go somewhere else to buy." Quick Chadwick, director of marketing for Tire Pros, likened the "buy now" buon to an opportunity for the group to "dip its toe in the water" of online selling. "Our brand positioning is about providing a simple, straight - forward and hassle-free experience. In order to fulfill that, we probably need to have an opportunity for those who want to buy online," Chadwick said. "Providing a hassle-free experience means in-store and online." Marketing milestones Tire Pros dealers routinely cite the group's marketing efforts as a key influence to join the national network. Chadwick oversees a staff of 36, and in 2016 Tire Pros dealers capitalized on everything from regional advertising efforts to branded credit card sales. Nationally, dealers counted $21 million in sales on the Tire Pros credit card. Chadwick said 390 tire dealers participated in 22 group advertising campaigns. "If you're not in a group, get in one." And during a six-month campaign, dealers raised more than $125,000 for a new Allies for Independence effort which provides wheelchairs to injured veterans. ree dealers accounted for about half of the money raised. Tire World Auto Repair Tire Pros, with six locations in Colorado Springs, raised $45,745 for the cause. ree Bud's Tire Pros locations in California raised $10,002 and Rite-Way Auto Service Tire Pros in Excelsior Springs, Mo., collected $7,850. Tire Pros will plan two eight-week campaigns to support the veterans effort in 2017. ■ Quik-Link: 800-687-1557 ext. 14128 58

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