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