Tire dealers are increasingly turning to in-house electronic channels to advertise their products and services, according to the results of the 2013 Aftermarket Business World Tire Dealer Product Study.
Nearly six out of 10 dealers (57 percent) said they are using their web sites, direct email and social media to promote their products and services to customers. Some 18 percent said they use newspapers, 5 percent radio and 3 percent television. Another 18 percent said they use a combination of all of those to reach customers.
Nearly 75 percent of respondents said they are independent general repair shops. The next largest category was tire dealers who offer auto repair and maintenance services, followed by new or used car dealerships.
When purchasing non-tire products, quality is the most important consideration for 46 percent, while OEM form, fit and function ranked at the top for 24 percent. Brand and price finished a distant third and fourth, respectively.
Respondents are an optimistic lot as 53 percent expect to order more parts in 2013 than in 2012. Some 44 percent say their sales will hold steady. When it comes to their expected 2013 gross margins, 52 percent predict an increase and 44 percent say they will be the same as 2012.
Their preferred suppliers for auto parts are auto parts retailers (35 percent), warehouse distributors (30 percent) and jobbers (21 percent).
Click on Tire Dealer Study see the entire study.
Methodology: The Aftermarket Business world Tire Dealer Product Study was fielded to readers of sister publication Motor Age who sell tires in the aftermarket. The study results are intended to show general market trends, not statistical certainties.
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