Grouptyre Rebrands as National Operation

Group Tyre, which markets itself as the UK’s leading independent tyre wholesaler, has announced that it is rebranding itself as Grouptyre as part of its strategy to achieve more market share. Over the next two years Group Tyre plans to evolve from a successful multi-regional buying group with a national accounts sales force into Grouptyre, a national brand that is recognised as the major player in tyre distribution. One of the first things to change has been Grouptyre’s website – www.grouptyre.co.uk. According to the company, the new website provides retailers with real time stockholding of the entire Grouptyre wholesaler members. There’s also a locator for retailers wishing to make contact with their nearest tyre distributor member.

“We are committed to increasing market penetration and part of our strategy is to reinvigorate the brand by giving it a national face. As Grouptyre, with a fresh, new corporate identity, we aim to project ourselves as a modern, professional and progressive company that fully understands its market and delivers the best opportunities to customers, suppliers and employees,” managing director Peter Harries commented.

The new red, blue and white corporate identity, which retains the ‘National Strength, Local Service’ strapline, will enable the company to reinforce its core principles of offering a complete service based on product availability, an unrivalled delivery service and competitive pricing. Grouptyre head office has commenced the rebranding programme, which will encompass everything from stationery, signage, the website, corporate literature and trade press advertising, to office items such as pens, jotter pads and mouse mats. Individual Grouptyre members will adopt the new brand identity in their local areas over the next two years.

“We will be phasing in the new identity, so many of the changes won’t happen overnight, but we will make every effort to deliver a consistent message at all times,” adds Peter Harries.

In terms of the restructuring of the business, Mr Harries says Grouptyre aims to increase co-operation between the member companies by increased sharing of knowledge, information systems and new business models. Some of the most important changes to the business operations will therefore involve the implementation of centralised systems in key areas, including marketing, IT, purchasing, accountancy and sales management.

Grouptyre currently stocks 7,365 products covering popular volume sizes, ultra high performance fitments and the ever-growing 4×4 sector, while it also specialises in rare/slow moving products. To improve its service to all customers Grouptyre is investing in its ‘virtual warehouse’ Grouplink to offer customers improved access to stock information and availability.
Improved online ordering

Grouptyre is also upgrading and further integrating its IT and ordering technology so that all stockholding will be linked to Grouplink, delivering the extra functionality of a national search and ordering facility for selected national account customers and their regional outlets. So, if the customer’s local Grouptyre member does not have a particular pattern and size in stock, the customer will be able to conduct a national search to locate it and then buy online for next day delivery. The point is that with this offer, Grouptyre will behave as a single, national organisation.

To help develop its relationships with customers and suppliers, Grouptyre aims to improve external communications and is developing new literature and trade press advertising to highlight its stockholding and national, same-day to on-demand delivery service, as well as to promote its competitive pricing structure that reflects the market and enables tyre retailers to maximise margins while also growing volume. Grouptyre will also focus on what the organisation stands for and foster a greater ‘community spirit’ within the member companies by way of a regular newsletter which will be distributed to all 1,500 staff.

To implement these operational improvements Grouptyre has strengthened its head office team with the appointments of Jason Clarke as sales director and Lucie Dalton as marketing and operations support manager. Clarke is well known in the tyre industry having spent 10 years with Cooper Avon Tyres, latterly as UK sales manager. Jason Clarke takes charge of Grouptyre’s team of regional sales and national account managers and will be aiming to develop new business opportunities with regional independents, dealership groups and national accounts, enabling director of commercial operations Karl Naylor to have a greater focus on marketing.

Meanwhile Lucie Dalton, who holds a business degree and has spent her career in brand management/marketing within the tyre trade, joins Grouptyre to help implement the rebranding programme, conduct marketing activities and develop sales incentives, acting as an interface between the member companies and Grouptyre’s marketing function.

“This is a very exciting time in Grouptyre’s development. There is a great deal going on behind the scenes right now and while some of the enhancements we introduce will become apparent in due course, others are targeting long term gains, which take time to build,” said Peter Harries.

“In the meantime, member companies are focussing more and more on customer service and delivery and the improvements they are making within their individual businesses are not only setting an example for the industry in general, but are a vital part of the Grouptyre story.”