E-commerce in tyre industry and supply chain
Tyre Asia|October - November 2016

The tyre industry has been traditionally dealer-driven with a human touch, but today is witnessing a direct to consumer model by those manufacturers who have embarked on e-commerce for their business

Madhubhaskar
E-commerce in tyre industry and supply chain

The tyre manufacturers of today face rapidly changing customer behaviour and patterns of purchasing which are moving away from the traditional channels to searching and ordering tyres online. It’s a development that is gathering more momentum across different regions of the world with the main driving force being the tech-savvy generation of consumers and their buying behaviour that has impacted other markets in recent years. The normality that has arisen from purchasing other products online makes customers feel more comfortable with the concept of buying a tyre online too.

The tyre industry has generally been a follower rather than a trend setter when it comes to e-commerce. The success of e-commerce sites demonstrates that online purchasing is here to stay. For the tyre manufacturers however, the challenge goes beyond enabling customers to ‘click and buy’ online and the logistics of fulfilment is a significant consideration in establishing a new business model. If one looks at some of the e-commerce sites it is possible to locate tyres as a product with all the necessary product detail, but in reality, online purchase is restricted to certain geographies as far as ability to deliver the tyres are concerned. It is exciting for those who use e-commerce for purchases to see the tyre manufacturers starting their e-commerce platforms and supporting the fulfilment part at their own store locations to provide fitting services. In various cities around the world, there are an increasing number of e-commerce users and the number of tyre buyers online are also growing. This segment will be both car owners and truck fleet owners. The younger generation of buyers follows a very different approach to searching and finding a product compared to previous generations.

Changing customer perceptions

Denne historien er fra October - November 2016-utgaven av Tyre Asia.

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Denne historien er fra October - November 2016-utgaven av Tyre Asia.

Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.

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