What influences a customer’s choice of tires?
What is the best moment to buy and advertise new car tires? What brands of tires are the most popular and how can we increase the sales? In this article, I will discuss the analysis of demand for car tires in the recent time period. I will also suggest a few ways to successfully design your offer and marketing.
Every year, car tires need to be changed and the vehicle needs to be equipped with the correct gear for road safety in bad weather conditions. We are not expecting to see bad weather and low temperatures in the next days, so we can expect to see the demand for summer tires skyrocket. According to the Slovenian Road Traffic Rules Act, the summer season starts on 15 March, or when roads are dry and winter conditions are gone. Consumers are aware of that and climate change and mild winters are influencing their tire-purchasing habits.
Companies that do not engage in promotion are losing a lot of potential to increase the sales.
What are the trends in shopping for summer tires?
The tire-shopping frenzy happens when the customer wants to choose the best combination of quality and a fair price. Tires of high quality possess not only superior features but also longer life spans. Statistics show that every driver investigates the wide array of options and makes sure to have all the necessary information, before making a choice. It can be observed that that the demand arises long before the winter ends, even 1 or 2 months before the change of tires is mandated by law.
What influences the customer’s choice of tires?
We need to keep in mind that consumers buy tires with respect to the weather and their perception of a brand. When the weather forecast is good, the demand rises significantly. It can be remarked that the most popular tires are those that have been tested, display better quality, and receive better reviews, because a perfect set of tires is essential for road safety.
According to Google Search, this is the demand for 2019:
Keyword: gume (tires)
Keyword: pnevmatike (pneumatic tires)
Consumer behaviour implies that customers base their decisions on the weather and the forecasted temperatures, because the need for new tires is the highest in that moment. The graph shows that Google searches for ‘(pneumatic) tires’ are the most prominent in February, March and November.
Every year, brands begin advertising early on. The law stipulates that vehicles need to be equipped for winter between 15 November and 15 March. But the interest in and demand for summer tires increases much earlier. It needs to be said that companies that do not engage in promotion are losing a lot of potential to increase the sales. It is clear that consumers plan ahead and take their time to choose tires.
The most popular brands of tires in 2019 are: Michelin, Sava, Continental, Goodyear, Bridgestone, Dunlop, Nokian, Falken, Hankok, Nexen
Google Search statistics suggest that costumers mostly look for Sava, Michelin, and Continental tires, and they are somewhat less interested in other brands.
When is a good time to start marketing tires?
It must be noted that some tire providers in started their 2020 marketing activities much earlier than usual. Sales are becoming more dependent on advertising, which means that a marketing budget is indispensable.
Providers will need to be able to offer the best user experience in the research and purchase stage, which will gain their trust and tip the scales in your favour. Customers view your website in different stages of their purchase path. It is important to offer what they’re looking for and need, as the digital spaces are becoming more and more populated. Focus on saying the right thing at the right time, with the right message and on the right platform.
Are you happy with your sales and your past promotional activities? Would you like some advice on how to reach customers interested in your product or service and on how to target the right audience for you?
Join us on Železni cesti 18, where we can take the first step together and find solutions over a cup of coffee.