MTS: investment in e-commerce solutions reaps rewards for tyre retailers

Micheldever Tyre Services (MTS) reports that it is continuing to invest in e-commerce solutions that benefit their tyre retailer network, with its dedicated tyre selling website, TyreClick, providing a “key platform for online success”. MTS investments include development of the TyreClick site and investment in third-party expertise, such as Strategic Q, to help enhance Search Engine Optimisation (SEO).

The addition of a mobile tyre fitting service option through the TyreClick site nearly 12 months ago, is one specific example of the MTS investment and development. First introduced in December 2021, tyre retailers within MTS’s network have the capability to sell tyres using an advance mobile fitting module.

This introduces customers to a mobile tyre replacement service offering the ultimate in convenience, while also being transparent about costs of fitting based on their postal code or proximity to the garage in question. “It’s been a huge hit for customers as they can benefit from online tyre prices, pick a time that suits them and have the tyre fitted without the inconvenience of leaving home”, company representatives explained.

Louth Tyres, a Lincolnshire tyre services outlet with over 60 years in the industry, explained how its has benefitted from offering mobile tyre fitting services, with Gary Johnson, owner of Louth Tyres commenting: “Since we had the facility to add the extended mobile fitting option via our website, it’s not only provided us with the online growth we wanted, but it’s also increased our margins.

“This is in particular because we’re able to add tiered pricing dependent on our consumers location. No one outside our selected area is therefore able to book online and our telephone traffic on queries around mobile fitting has reduced, freeing up our team.”

Rajinder Bhurji, MTS senior digital marketing manager, said: “During the pandemic, mobile tyre fitting services have gone from strength to strength and MTS wanted to give tyre retailers in our network the opportunity to capitalise on this shift in consumer behaviour.

“Although the service only went live in December 2021, it’s already been met with demand on TyreClick and in doing so is providing a real boost to those tyre retailers offering it.

“Further development work has also ensured the TyreClick network is updated to provide leverage to current and future search engine algorithms changes. MTS have continued to invest into content and search engine optimisation (SEO) audits, to uncover and reinforce development changes to remain a market leading platform for its customers”.

MTS’s dedicated tyre selling website, TyreClick, is available to help its tyre retailer network make the best of online opportunities and compete against the national retail chains.

The benefit to those tyre retailers using TyreClick includes enabling dealers to remain independent and in control of their website, gain exclusivity in their area and collect customer data, which they own, for use in remarketing initiatives. Further benefits involve running promotions using various discount codes, developing individual content and enabling tyre retailers to set and control their own pricing.

According to MTS, TyreClick has recorded over 14 million visitors to the site over the past four years and with orders growing year-on-year.

Garage management system coming soon

With TyreClick part of a suite of online tools currently available to tyre retailers, MTS plan to add to those options soon with a new Garage Management System (GMS) offer. The GMS will offer tyre retailers, a simple but effective operating system that will pull together data and services to make the job of running their business so much easier.

The system functions include live vehicle information including MOT history from DVSA, tyre fitment data and an address lookup option. The system also has ability to send text messages and e-mail reminders to customers to remind them when they need to bring their vehicles in for a tyre change or a service.

The new GMS offer is reportedly already being used by a number of MTS’s tyre retailer network with further expansion planned in 2023.