Q. How will tyre retail evolve with the new Bridgestone Select + store?
A. Bridgestone India has always led the change in the consumer experience with our superior offerings. This started with introducing products that were durable and designed for Indian road conditions. To deliver the best product experience we introduced Bridgestone Select outlets in India where tyres purchase and all tyre related services could be availed at one stop. This has been a successful retail format for us. However, it is a known fact that tyres as a vehicle component garner far less involvement from consumers, in spite of them being a major contributor to overall vehicle performance and safety. The Bridgestone Select + stores are conceptualised to provide a solution for this issue. It takes a lot to make a superior tyre and there are multiple factors to consider before consumers make a pick. And, Bridgestone as a technology leader is taking a lead in sharing our knowledge and expertise so that consumers can make a more involved and informed decision.
Q. How are you going to integrate an educational experience in tyre retailing?
A. Most of the consumers are busy executives or modern millennial who are less aware of tyre and car maintenance details but seek a lot of control and information. Consequently, there is a trust, information and convenience deficit between car maintenance providers and consumers. The Select + tyre retail format cures the trust and information deficit. These stores feature digital-led experience in choosing tyres, understanding various tyres and their relevance to the consumers’ driving needs. Tyre consultation is no longer limited to taking the best guess on tyre price but helps the consumer identify the most suitable choice depending on their car type and driving conditions. The process is enabled through an interactive digital kiosk where customers can pick between an array of choices offered by Bridgestone.
Q. Is there a lack of know-how from the buyers perspective resulting in inappropriate choices?
A. As I mentioned earlier, tyres do garner a lower involvement when it comes to overall vehicle experience. One only pays attention to tyres when they need to be replaced or in case of damage. With our new concept stores, we want our customers to be more aware of not only buying the right tyres but also adopt the right tyre services that can give them longer tyre life and savings.
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