Although tire dealers report that their product purchasing habits are holding steady, they are making efforts to boost customers’ purchase habits — most commonly by bundling related products and offering price breaks for customer loyalty, according to the results of the 2012 Aftermarket Business World Tire Dealers Study.
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Independent general repair shops made up the vast majority — 74 percent — of survey respondents, with tire dealers who offer auto maintenance and repair services and new or used car dealerships also responding.
Seventy percent report they install aftermarket products, rather than sell them at retail. Warehouse distributors, auto parts retailers and jobbers were the top three preferred parts suppliers, with product quality offered and long-standing relationships the most important supplier considerations, results show.
When purchasing products, quality and OEM form, fit and function are the most important details looked at, respondents say.
With gross margins expected to hold steady throughout 2012 when compared to the previous year, tire dealers are working to advertise in hopes of boosting sales. Respondents report they use their company web site and direct emails to customers most commonly to advertise products and sales. Social media and newspaper ads were also methods dealers supported.
About the Author
Krista McNamara
Krista McNamara is the former Editorial Director for the Vehicle Repair Group at Endeavor Business Media. She oversaw five brands — Motor Age, PTEN, Professional Distributor, ABRN and Aftermarket Business World. She worked in the automotive aftermarket industry for more than 15 years.