‘Everyday low prices’ instead of sales promotions at Australian fast fit chain

Australian fast fit chain Kmart Tyre & Auto has turned its back on short-term price promotions in favour of a new “everyday low prices” marketing strategy. The company implemented the tagline ‘No sales’…’Just low tyre prices that stay low’ to promote this strategy online and in its print and radio advertising. The fast fit network, which encompasses more than 250 outlets, also intends to introduce Facebook and Twitter pages in the near future.

“For years, perhaps even decades, the tyre industry has engaged in high-low pricing tactics, using short term promotions to drive sales, only to revert back to high prices at end of the event,” commented Tony Skallias, general manager of marketing at Kmart Tyre & Auto Service. “The reality is, customers don’t always need tyres during promotions and often have to make a purchase at the high point of the pricing cycle.”