Millennials seek dealers with quality apps

HILTON HEAD ISLAND, S.C.—Tire dealers who want the younger generation's business would do well to have good apps and be ahead of the game technologically, according to two speakers at the 33rd Clemson University Global Tire Industry Conference in Hilton Head.

"Your use of technology will determine your future success," said John Evankovich, director of Sam's Club Tire & Battery Centers, at the presentation he made April 19 with David Martin, director of sales for American Tire Distributors.

Millennials — those born after 1989 — are changing dealers' relationships with their customers, and changing them fast, according to Mr. Evankovich.

Millennials shop online for whatever products they want, and get all the information they need within seconds by searching online, he said.

"We in the tire industry have a big advantage," Mr. Evankovich said. "Consumers still have to come into the dealership for service. The relationship between dealer and customer will still matter, but your app will determine whether you get that next click."

Mr. Martin said we are living in an "Age of Acceleration," in which the availability of both knowledge and the technology to obtain it are expanding exponentially.

"It took 38 years for 50 million people to have radios, and 13 years for 50 million people to have televisions," he said. "Pokémon Go had 310 million followers a week after it was introduced.

"You've got to understand the heart of the new information flow," Mr. Martin said. "It's the consumer. They still need help installing tires, and this works to the installer's advantage if he takes the time to understand what's going on."