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GOODYEAR and Dunlop Tyres Australia says that the advent of popular e-commerce websites in an industry that traditionally relies on bricks-and-mortar stores for sales will dictate the success of tyre companies in the future.

Speaking to GoAutoNews Premium at the national launch of the Assurance TripleMax 2 tyre in Melbourne, Goodyear and Dunlop Tyres Australia vice-president of consumer and wholesale Lou Mandanici said the online experience for consumers will be an industry challenge.

“It’s probably fair to say, in our category, it’s slower to market than other categories, but it’s there,” he said.

“There are a few players on there – a few retailers, a few disruptors.

“Beaurepaires (a subsidiary of Goodyear and Dunlop Tyres Australia) has an e-comm strategy and we will see that roll out over time to our other channels.

“The magic number is how many consumers are going to actually want to buy tyres online, but what we do know is they definitely do all their research and they’re very well informed now than ever before.”

Mr Mandanici said tyre companies such as Goodyear and Dunlop will need to continuously optimise their e-commerce websites to improve the consumer experience online.]

“The quality of these e-comm websites in our category is going to be really interesting, and I’m confident you’ll watch that evolve over the years,” he said.

“It’ll obviously get better and better to inform the consumer, because they can’t touch and feel the tyres.

“The one thing about our industry is they’re always going to have to go to a tyre store to get the tyres fitted.

“That’s why it’s really important that you push the benefits of your growing of, and proving of technology.

“That’s why you work with the OEMs, because you want the OEM pool, you want the brand pool, you want the technology pool. You need everything going for you.”

As such, Goodyear and Dunlop Tyres Australia will continue to invite its tyre retailers to product launches in the hope that they will return to their stores and promote the company’s latest offerings.

By Justin Hilliard

Manheim
Gumtree