Introduction
Consumer buying behaviour has changed drastically with Ecommerce options available to them. They have more choices of where to do their research, read reviews, compare prices and purchase. Traditionally, tyre industry has always been driven by car workshops as the key point-of-purchase. The big question mark is, will it stay the same 5 years from now?
Goodyear, a global Tyre manufacturer has the ambition to establish an online retail channel to reach new consumers. It wants to increase its online presence using DTC Ecommerce (direct-to-consumer) and create an ecosystem to support current offline workshops. It has more than 200 workshop partners and wanted to improve the consumer experience for buyers. To achieve this ambition, Goodyear has partnered with Commerceplus to create the Ecommerce ecosystem.
1. About GoodYear
GoodYear is world’s largest tire manufacturing company founded by Frank A. Seiberling in the year 1898. It employs nearly 72,000 people and produces its goods in 55 locations across 23 different nations. Its two Innovation Centres in Colmar-Berg, Luxembourg, and Akron, Ohio, work to create cutting-edge goods and services that raised the benchmark for the industry’s performance and technology.
In 2005, Goodyear launches RunOnFlat Technology – first tyres that can run up to 80kph for 80km with punctures. Goodyear has received multiple awards from leading automotive companies, such as, Toyota, Perodua, Honda and Inokom. On the top of that Goodyear Malaysia was recognized as the Most Trusted brand for the tire category by Reader’s Digest for the seventh consecutive years.
In order to meet the expanding demands of various market segments, Goodyear Malaysia also imports a large quantity of tyres from its sister plants in other Asean member countries. As a result, it is increasingly well-positioned to benefit fully from the AFTA’s market liberalisation.
2. The Challenge
“TO ESTABLISH AN
ONLINE RETAIL CHANNEL TO
REACH NEW CONSUMER.”
Creation of an official online channel that allows Goodyear to improve the consumer experience and be able to re-channel all the sales leads to a huge network of Goodyear workshops across Malaysia.
3. The Solution
- Venturing into top Ecommerce platform allows Goodyear to reach new customers early in their purchase journey.
- Goodyear can channel all the sales to support its’ huge network of offline workshops.
- To create a consistent customer experience, every tyre purchase came with an appointment setup with the Goodyear Autocare centres to ensure it is installed by tyre experts.
- For consumer, it is a better tyre-purchase experience. They can search for tyre in the comfort of their home. There’s virtual shop assistant to support them throughout the journey. And workshop appointment will be scheduled for them at their convenience. This is in stark contrast to having to visit a few workshops for quotation and the common experience of bad workshop experience.
- Online marketplace storefront setup with consumer focused navigation and categories to ensure customer can find what they need easily (as tyre has many sizes and types).
- Create smooth workflow with the workshops. Training was provided to workshops to familiarize them with the Ecommerce process.
- Order and Payment Processing
- Developed processes enabling Virtual customer assistant and FAQs
- Demand generation through digital marketing to reach targets who are in the market to search for tyre
- Product page optimization to ensure potential customer has the best impression and gets all the information they needed regarding Goodyear tyres.
- Search Engine Optimized Product headings and descriptions to capture search volume in Lazada and Shopee marketplace
- Distribution of sales to workshops closest to customer and setting up installation appointments.
- Promotion planning to ensure Goodyear utilizes the different seller tools available to maximize exposures within marketplace platform
- Reviews management – encourage customers to leave a review and addressing all reviews with quick turnaround
4. The Results
- For six months in a row, sales increased by 30%.
- 93% of reviews given are 5-Stars citing great customer experience, customer support and easy buying process
- Store coverage started with 3 states and have expanded to reaching the whole of West Malaysia.
- Goodyear LazMall is featured as the Top 5 Automotive brand in Lazada Mall in December 2021 and Mar 2022
- Top 3 automotive seller during Lazada & Shopee special promotion days.
Final Thoughts
To support business owners in realising their goals, Commerceplus was created. From branding and content creation to shipping, delivery, and customer service, we provide a complete, one-stop solution. We take pleasure in being growth experts at every level of the online sales process, having grown brands like GoodYear. Are you prepared to write the next success story? Let’s Work Together, Send us an email at contact@commerceplus.asia or get in touch with us to arrange a quick 30-minute audit.