Online tyre retail still a growing market, says Delticom report

Over in Germany, online tyre retailer Delticom commissioned research company Forsa to study consumer attitudes to buying tyres online. Forsa surveyed 1,000 German potential tyre purchasers, aged 18 to 65 years, and noted that acceptance towards online tyre purchases is still growing.

A year earlier, Forsa found that 36 respondents had bought tyres online; this time round 41 per cent confirmed they had made online tyre purchases. Male respondents, at 44 per cent, showed greater interest in ordering tyres online than female drivers, 37 per cent of whom had done so. Younger internet users (18-39 years old) were found to be particularly receptive to buying tyres online.

According to their answers, the survey respondents appreciate the time and cost savings achieved through online tyre purchases, and the ability to compare prices quickly is particularly attractive (to 86 per cent of respondents), as well as finding reasonable prices (81 per cent). They also appreciate ease of buying: continuous opening times, being able to order round the clock and free access to information and test results were listed as attractive features by 73 per cent of respondents. The large selection and variety of tyres available was a positive factor for 68 per cent of respondents and current availability of tyres in stock was highly ranked by 64 per cent. 

“The survey results of the current Delticom report reflect the advantages of the whole package,” commented Delticom AG CEO Rainer Binder. “Due to our variety of brands and models you can find the right tyres for almost every car and budget. Our online shop also stands out thanks to reasonable prices as well as a high level of tyre availability, even in peak times.”

According to the study, the proportion of drivers who are unaware that they can buy tyres online is, at seven per cent, fairly small. One in five of those cannot imagine how they could buy tyres online. In addition, a third are not aware that high-quality tyres are available. There is, notes Delticom, therefore lots of potential for online tyre sales.

“In our online shops we create the conditions for particularly easy, simple and secure tyre purchases, you can complete the order in just a few clicks,” Binder added.

The Delticom-commissioned report also shows that ease and security are arguments in favour of buying tyres online. In addition to multiple payment options and fast delivery to the required location, the company also offers the option for tyres to be delivered to a workshop, which was attractive for more than half the respondents; In Delticom’s German home market, tyre purchasers can currently use a network of over 8,000 service providers.

“It gives my colleagues and me a good feeling that the whole package of our online shop goes down so well,” concluded Binder. “This impression is also confirmed by the positive customer feedback that can be seen on the ReifenDirekt.de site.”