Blackcircles.com has launched a new online fleet service. As manager of Black Circles Fleet, recent appointment, Paul Collins, will be responsible for ensuring “consistent delivery and on-going innovation.” At the same time the company launched an online auction site and continues with a long-term strategy aiming at European expansion. Managing director, Mike Welch, gave Tyres & Accessories details of this growing business’ ambitious but pragmatic plans.

According to the company, the new fleet service will be available to vehicle fleets of all sizes. Furthermore, blackcircles.com/fleet is said to significantly simplify the purchase process by providing access through a web-based system. Businesses will have their own private area containing all their vehicle details and will be able to make transactions using a unique PIN number.

Blackcircles expects its announcement to be warmly welcomed by fleet managers and boasts that it has “the largest network of fitting stations of any UK tyre retailer.” Mike Welch, managing director said: “We have taken all the knowledge gained from our retail business, including all the feedback we have received from customers, and invested this in our Fleet service.
“For too long managers have had to contend with complicated systems and a lack of control. We plan to change this with a system that is far easier to use but a lot more effective. Through our unique tyre procurement process and ground-breaking delivery mechanisms, Black Circles Fleet offers forward looking business flexibility, immediacy and savings to their fleet tyre needs.”

Mike added: “Whether it’s five or 5000 vehicles, one preferred supplier or a managed matrix of tyre outlets, Black Circles Fleet can be utilised as the primary resource for tyre supply or simply as a secure back up.”

One of the UK’s leading online tyre businesses, Blackcircles says managers and small business owners will now be able to have tyres sent anywhere in the UK in as little as two hours and will be able to access the lowest prices and over 30 tyre brands.

According to Mike Welch, Blackcircles already has 8000 fleet customers. That’s all very well, but some observers would argue that there is not much room for expansion in the fleet market. Welch’s response is that, in a similar way to how the company’s consumer business is run, Black Circles Fleet will focus on the needs of the niche it currently serves with a view to expanding from this point.

“We’re not eating anyone’s dinner and we are not looking to make no profit. The Kwik-Fits and the ATSs can keep their large fleets because they don’t make any money on them,” Welch explained.

‘We just want to sell more tyres’

In spite of his confident outlook, Mike Welch is pragmatic about Blackcircles’ progress so far and its plans for the future. In his words, the company got where it is today (a 5-year-old business that became profitable in 2005 and predicts sales of £15 million in 2006) by focusing on its core customers and not overestimating what can be done with the Internet.
“People always think I am trying to put them off when I say that, but I’m not,” said Welch, adding: “The Internet is another shop front for your retail business, not the answers to all you sales problems. Selling tyres is not a traditional online business and we are not a traditional dotcom company, we are more than that.”

“Trying to win and retain customers is our priority and price alone is simply not enough to do that. It’s about service, price and satisfaction. We all say that, but do we all deliver that ‘hand-on-heart?” he continued.

Instead Blackcircles aims to add value to “the whole Blackcircles.com experience” with the announcement that it has launched a number of additional services – the company’s online fleet service and auction site (see box) being examples.

Pricing is another critical part of the business. While the company’s structure and volume purchasing power help it to keep prices down, it is about more than the lowest possible price tag.

“Being able to get a handle on retail prices is a whole lot more important – the tyre industry is a funny industry, being one of the few that is happy to sell a product and not get anything for it. This confuses customers and trains them to expect the same or less next time,” Welch comments, suggesting that appreciating the importance of profitability is central.

But no matter how it is presented as a UK retail chain with international business, Blackcircles is growing from an online foundation and not the other way around. And in order to succeed in this respect there are a number of non-traditional advertising and marketing mediums that have to be mastered.

So how many visitors does the Blackcircles website attract? Welch didn’t want to see the figure published, but he did say that visitor numbers have grown exponentially – growing by 50 per cent per quarter since the beginning. Conversions, the rate at which visitors become customers is also on the up.
Online marketing is an area that Welch, by his own admission, really ought to know a bit about. “Its all about gaining the right balance between traditional and other mediums. PR is good but it doesn’t live forever.” Then there are the non standard mediums like search engine Google’s Adwords system. For Blackcircles.com “Adwords is just an expensive branding exercise.” Instead Welch says that it is all about understanding our current and future customers adding: “We are very good at that.”