Pirelli Reworks Website to Drive Online Sales

Pirelli aims to increase the amount of tyres directly sold to consumers through online channels, a goal it believes best achieved through increased consumer product awareness and targeted communication. With this in mind, the tyre maker has launched a completely refreshed global website. The overhauled www.pirelli.com website is now live and offers consumers a way to discover the best tyre for their specific vehicle and driving requirements. To do this, the visitor can select an avatar who will guide them through a series of questions about annual mileage, vehicle type and usual driving terrain. A ‘perfect’ tyre to suit the visitor’s needs plus other options will then be recommended, followed by a series of virtual product tests and details of the dealers in the visitor’s local area.

Commenting on the new digital offering, Pirelli marketing director Wayne Nickless said: “The new website marks a significant change in the Pirelli digital identity and sets the benchmark, in terms of style and interactive functionality, for our competitors. At Pirelli, we want our customers to make informed decisions before they invest in our products. Without access to easily digestible information, consumers feel that purchasing from a dealership is their only option. By educating consumers on the benefits of Pirelli products via a fun and interactive online journey, and helping them to understand the most appropriate tyres for their individual needs, Pirelli is empowering individuals to either make a simple online purchase or have a clear understanding of their needs prior to attending a dealership. Hopefully this will build on the already strong reputation Pirelli has for high standards in the provision of products and service.”

The former website’s text-heavy content has been replaced with highly visual displays and a number of virtual user experiences, which Pirelli says have been added to increase the time users spend on the website and help them to make better and more informed purchasing decisions. In addition to driving more direct online sales, Pirelli hopes the website’s new and improved user-experience will enable consumers decide upon on the right product for their needs before visiting a dealership.

Pirelli adds that motorcyclists and commercial vehicle operators can also draw upon similar interactive functionality to select the correct tyre.