Bike Tyrestore Again Tops With Customers

Customer service may not be the only factor a business must consider if it wants to be successful, but it certainly carries a lot of weight. Therefore Bike Tyrestore asks its customers every year what they think of the company. In October the Birmingham based wholesaler sent out its 2008 Customer Survey, asking dealers to rate all aspects of the service it provides on a scale of one to ten, one being ‘abysmal’ and ten ‘brilliant’. As an extra incentive to complete the survey, each survey received went into the draw to win a Fortnum and Mason Christmas Hamper (this was won by Daniel and the team at Just Motorcycles in Basingstoke). Bike Tyrestore managing director Peter Smith can proudly report that this year the company again received overwhelmingly positive feedback, with ratings of nine or ten the norm.

Results like these don’t just happen on their own; according to Bike Tyrestore, it is the only business in its field to offer freephone ordering, and it says this is paired with the most advanced call centre order handling technology. Customers can order next day delivery supplies as late as 5.45pm – this means motorcycle and tyre dealers don’t need to carry large stocks of tyres at their premises. Orders can also be placed through ‘YOUR Online Warehouse’, which of course operates 24/7 and enables registered customers to check stock availability and their own unique cost prices. This round the clock availability of this online service offers the benefit, says Bike Tyrestore, that a sale now need never be delayed due to a lack of information.

Another success for Bike Tyrestore in 2008 has been its “World of Bike Tyres” concept, which enables customers to access a number of features including manufacturer support and promotions, exclusive schemes such as Pirelli Airmiles and sales aids, plus invitations to bike sport events. This year Bike Tyrestore held three such ‘Track Attack’ events, and the company says the programme will continue in 2009 together with leading manufacturers.

Last spring Bike Tyrestore launched a customer loyalty scheme designed, the company says, to ‘show appreciation and develop the World Of Bike Tyres family feeling’. The idea behind the programme, known as Moto-Vate, is to provide rewards to all levels of a customer’s staff and build enthusiasm (Bike Tyrestore couldn’t resist saying it will ‘moto-vate’ sales people!). According to Peter Smith, the programme has been fine-tuned late in 2008, with changes made to the rewards platform. A larger amount of free gifts including branded clothing are now on offer, he says.

As Tyres & Accessories reported in October (see our 10/2008 article ‘Bike Tyrestore Promises “Best Trade Service”’), Bike Tyrestore has witnessed a large expansion of in its sale of scooter tyres. In the wake of worsening economic news many commuters have abandoned their cars for two wheeled vehicles, and at the time Smith commented on rumours that good used scooters cannot be found “for love or money” in certain parts of the country. Towards the end of the year, the company also commented that sales of another specific tyre of motorcycle tyre – cross ply sizes – is once again growing following a period of freefalling sales. “The resurgence of cross ply tyre sales proceeds from people moving from four to two wheel transport where used bikes are a popular choice,” Smith explains. “And, being older, they are more likely to require cross ply tyres. Strong contenders in this field are Dunlop, Michelin and Sava.” The Bike Tyrestore managing director adds that 13 to 15 per cent of the motorcycle road tyre market is currently cross ply; however it is too early to compare this segment with 2007 as the economic downturn only gained momentum during the summer of 2008.

Not all segments of the motorcycle tyre are fairing up equally well in the current economic climate – Peter Smith reports sales of sports/hypersports tyres as being especially negatively affected – so it is imperative that a business maintains its profile during times like this. Bike Tyrestore will be doing just this early in 2009 when it makes its presence felt at the Motorcycle Trade Expo, held at the National Exhibition Centre in Birmingham between January 18 and 20. In addition to promoting its “World of Bike Tyres” package, the company will focus its attention at the exhibition upon the Bridgestone, Michelin and Sava brands, says Mr. Smith. Bike Tyrestore is exclusive UK trade distributor for the last of these three brands, and offers with a wide range of Sava scooter, bike and ATV tyres, including the MC29 Sporty3+, which has been described as “a superbike style tyre for scooters.”