The Goodyear Tire & Rubber Company has introduced a new tyre retail process that integrates online purchases with real-life fitment. “Roll by Goodyear”, as the new approach has been named, will start out in the Washington, DC, metro area where Roll by Goodyear showrooms and the multiple installation options will be available. The goal is to offer consumers the chance to purchase interchangeably between online and in-store, according to the company.