BETHESDA, Md. — Goodyear launched its "Roll by Goodyear" retail tire concept Oct. 26 with a ribbon-cutting at an outlet in the Shoppes of Bethesda in Bethesda.
The store, one of four in the Washington, D.C. area, represents a twist on the oft-cited "location, location, location" mantra by bringing a retail tire showroom — but not the service bays — to vibrant lifestyle areas where busy consumers can select and purchase tires, and even have them mounted and balanced at the time, if so desired, while they go about their day.
In addition to the four Roll by Goodyear locations in the Washington, D.C. area, Goodyear intends to open four more outlets in the Philadelphia area by year-end.
The new stores address consumers' shopping preferences such as simplicity, convenience and flexibility, qualities many of today's consumers seek when making purchases, a company spokesman said in an interview with Tire Business. The idea is to give buyers the opportunity to control the tire-buying process from start to finish.
Rather than inventory racks of tires and offer automotive services, Roll by Goodyear stores in most cases will offer no tire services on site nor have service bays. Rather, they will be stores located in vibrant lifestyle centers, such as outdoor malls, where consumers can stop in to purchase tires and schedule appointments to have them mounted and balanced at their convenience.
The locations Goodyear has targeted for its new tire-store concept are places that offer many things for people to do, such as shop, have dinner, take in a movie, go bowling, etc., the Goodyear spokesperson said.
"It's really the location of these facilities that are key — that is a differentiator from the typical," he said.
The tire maker conducted "significant" pre-market testing prior to introducing the Roll by Goodyear concept. Test results were "extremely favorable across all demographics" but particularly the millennial population and females, the spokesman said.