Fixed Ops Magazine - 2020 Vol17 02 - 22

FEATU R E
MARCH APRIL 2020 || FIXED OPS MAGAZINE

A RE YO U I N
THE TIR E B USI N E SS?
H OW TO W I N OVER C USTO M ERS IN TH E
CO M P E T I T IVE TIRE IND USTRY.
BY CHARLES DEMARTIGNY

I

visit my local Costco almost every
week. I know Costco sells tires because I have to pass right by the
multiple tire installation bays and Costco Tire Center to get into my warehouse
club store. The Costco Tire Center is big
and bright, and it's well merchandised
with a plethora of point-of-sale materials and tire displays.
According to Consumer Reports, Costco
is not the cheapest place to buy tires and
they don't offer wheel alignments, but
they are price-competitive and they do
promote discounts on select brands of
tires with $70 to $80 off during different
times of the year. The perceived value is
high and as a result, customer satisfaction with the warehouse club is high.
Costco Tire Center messaging is comprehensive: pricing is clearly marked,
current promotions are front and center, and what's included in their Tire
Program is plain to see. Customers can
learn almost everything they need to
know about tires before they even speak
to a Tire Associate. Scheduling can be
arranged on the spot or on their website.
The average OE (Original Equipment)
Car Dealerships sells about 100 replacement tires per month, compared to
about 1,155 replacement tires sold at the
average Costco. Let us learn from them
and take back customers for future tire

22



Fixed Ops Magazine - 2020 Vol17 02

Table of Contents for the Digital Edition of Fixed Ops Magazine - 2020 Vol17 02

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