By Don Detore, Tire Business staff
AKRON — Goodyear has enhanced its e-commerce program, giving tire dealers the opportunity to help their bottom line.
Should a customer find prices lower on Goodyear.com than what is offered in the store, participating dealers can match the online price by assisting with the purchase through the Goodyear website, the Akron, Ohio-based tire maker said. Dealers then can earn additional revenue as a percentage of tire sale.
The program, launched in mid-July, includes tires and pricing found only at Goodyear.com.
“The previous benefits of the e-commerce program — including Goodyear driving new customers to dealer locations with service opportunities — have been enhanced to provide even more revenue to our dealers thanks to the new match program,” said Mike Dauberman, Goodyear's senior director, marketing and interactive.
“The program allows dealers to maintain typical margins associated with sales in the store.”
According to Mr. Dauberman, here's how the program works: When a customer visits a participating dealership and requests a price match from Goodyear.com, the dealer then can assist the customer in completing the purchase through any desktop computer, tablet or mobile device.
Either the dealer or consumer selects the tire and the location where the installation will be handled.
During the online checkout process, the match promo code is entered. If the dealer has the tires available, the product can be installed immediately.
“The order and match promo code will trigger an automatic replenishment order,” Mr. Dauberman said, “and a payment to the dealer is paid out at the close of each month.”
Goodyear said many dealers have embraced the program.
“I had reservations about signing on to the installer program at first, but the new dealer price match is a win for the dealer, Goodyear and the customer,” said Tony Aldape, owner of Tony Aldape Tire & Auto Service Inc. in Laredo, Texas.
“I really feel like Goodyear is taking care of the dealers with this new initiative.”
There is no limit on the number of times or the number of tires dealers can use via the program. Customer rebate programs do not affect the match program.
Mr. Dauberman said the company's e-commerce program continues to evolve.
“This includes listening to feedback from dealers about how to enhance it,” he said. “The decision to introduce this new match program was a direct result of dealer feedback, and we are pleased with dealers' reactions.”
The program provides an additional benefit to Goodyear dealers, according to Mr. Dauberman.
“Today's consumers research pricing on the Internet whether they intend to buy online or in-store, and we want to help position our dealers to win in either case,” he said. “This additional compensation, combined with the installation compensation and delivery commission, makes the in-store price match an even more lucrative opportunity for dealers.”
Dealers can find the policies listed at Goodyear's website, and they also may call Goodyear's Consumer Service Department for support at 800-667-8138.