Goodyear to launch new retail concept to intensify its presence in Singapore

Goodyear Singapore Tyres is reaffirming its commitment to retailers and consumers in Singapore by embarking on a new retail campaign to revamp at least 20 stores by 2011.

It is a program co-funded with the retailers and the cost of renovation would be more than S$50,000 per store. It is a strategic campaign to improve consumer’s retail experience at its stores and to raise its branding profile.

Over the last quarter, Goodyear has assisted three stores to revamp their store layout and ambient to improve productivity and consumer’s experience at retail. The success of the recently renovated stores has prompted Goodyear to continue this strategic initiative.

In the past, most of the tire stores in Singapore are usually dark and messy and do not have a proper waiting lounge for the consumers. However, the newly renovated stores will now have a pleasant waiting area with a modern layout, brighter lighting and better product displays.

These changes will make the waiting time more pleasant for the consumers and allow the retailers to maximise their retail space for better productivity.

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Mr. Tay Meng Leong, Director of City Tyre Auto is one of the owners for the newly renovated Goodyear store, said "After the renovation, our sales went up by 50%. Now we have an environment that is very comfortable for the customers and we are able to attract the higher end consumers."

"The revamped store is a one-stop service centre, and we are now able to offer a comprehensive range of services to cater to a wider range of cars, from Japanese to European models. We are also one of the few stores to carry the Goodyear run-on-flat tyres that can be used on a BMW."

"It’s the latest technology and we have the machinery to fix these tyres. Even with all these additions, the store is less cluttered than before. My regular customers are very impressed with the changes."

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Simon Awe, Business General Manager, Goodyear Singapore/Brunei said "Singapore is a very competitive market and increasingly, consumers are very savvy and demanding for better value and services. In the long run, the revamped stores will give Goodyear greater exposure and visibility in Singapore."

"But ultimately, these changes must demonstrate the values that Goodyear is constantly providing to her retailer partners and at the same time, we aim to give our consumers a differentiated experience at retail."

This renovation programme is one of the many key initiatives that Goodyear has in store to build awareness and to increase customer satisfaction over a long-term period. The first stage will focus on improving consumer touch points to win in the replacement tyre business. The plans for stage two of the campaign will be revealed in early 2010.

Credits: JRC