NTDA adds tyre retail gong to TAFF Awards line up

The National Tyre Distributors Association (NTDA) has added a new retail-orientated award to its Tyre & Fast-Fit (TAFF) line up. The awards are given in a number of categories (tyre manufacturer, wholesaler, and environmental award to name but three) but 2011 brings with it the introduction of "tyre centre of the year". Retailers will be able to put forward a tyre or fast-fit depot for consideration and those nominated will be subject to a 'mystery shopping' exercise and rated on their performance.

Said NTDA Director Richard Edy: “The mystery shopper will look at all aspects of the depot’s performance, including politeness and efficiency, handling of enquiries and the quality of information and advice given to the customer.”

It is hoped that the new award will encourage tyre retailers to tailor their offering to the man in the street, who in all likelihood knows very little about tyres – something which it is easy to forget, said Edy. He went on: “Tyre retailers can be guilty of using jargon without realising it. Even an everyday – to the tyre fitter – phrase like “195/55 R16″ is probably meaningless to most motorists and they will naturally be wary of what they do not understand. We need to put them at their ease and offer them a first-class and comprehensible service.”

Edy continued: “Whatever the industry, customers’ expectations have increased steadily and they now expect first-class service as the norm. In our case, they rely on the expertise and knowledge of the tyre retailer but they want to be kept informed and not patronised or confused by jargon. This new award is designed to encourage tyre retailers to be on the top of their game when it comes to customer service and customer satisfaction.”

The Tyre & Fast-Fit (TAFF) Awards have been awarded annually for the past six years. Nominations are made in the following categories: Tyre Manufacturer of the Year, Wholesaler of the Year, Industry Advertising Campaign, Tyre & Aftermarket Equipment Supplier of the Year and the Environmental category, as well as the new Tyre Centre of the Year award. A shortlist of five nominees is produced and these are voted for by those in the tyre industry, meaning that it is the customers who pick the winners.

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