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Tire Buying Trends

Written by: Colleen Frye

Tire buying is very personal – often it seems like there is no correlation between individuals!  However, it is our responsibility to better understand the implications and opportunities that lie within each purchase.  Google often conducts research studies on a variety of topics, one being ‘Tire Buying’.  They conducted a thorough and extensive survey asking users the 5 W’s (who, what, when, where and why) on how they buy tires for their vehicles.

Key Findings include:

  • Most tire purchasers buy their tires within a week of needing and researching
  • 84% purchase in-store, but 46% of tire purchases involve digital involvement
  • Tire purchasers are married, more educated and skew only slightly male
  • 72% of tire shoppers are open to multiple retailers, tire brands or both
  • Online video is the most useful ad format for tire shoppers

For the comprehensive list of findings, here’s the full study.

Now that you’re more familiar with what your customers look and act like, what can we do with this information?  Of course, it’s very much up to interpretation and brain storming, but here are a couple suggestions we’ve come up with:

If a potential customer visits your shop, researching a new set of tires… remember they’re probably going to buy tires within the next week.  If you don’t already do so, set a schedule where you follow-up with your potential customers 2 days after they were in to see if they needed additional help on their tire buying decision.  Taking the time to show them you care could make all the difference in the world.

Is your store organized, clean and appealing?  If 84% of people are buying their tires in store, you’ll want to put your best foot forward.  Do you show a variety of tire options in your waiting room, not just what you prefer for the customer to buy? Is your ‘showroom’ inviting?  Does it make the tire buying process seem less intimidating?

Does your shop lean toward a certain brand of tires?  If it does, that’s great because many tire buying shoppers don’t even know where to start.  Remember, you’re the professional, so tell them what you know and recommend what you would put even on your own vehicle.  Sometimes too much information can be overwhelming so first ask what they care about… is it price? Is it durability?  That’s a great way to start the conversation and have it be all about them!!

And lastly, for the online video segment… videos of all types give a great illustration of what you represent.  Users want see your shop, better understand who you are and decide if they can trust you.  Having a warm, inviting, and informative video on your website can help you gain a new customer.

Be sure to call your account manager to brain storm with them!  We love to know what you’re thinking and how we can help you sell more tires.

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