New Site Targets 'In-the-Know' Drivers, Dunlop Tire Orders
Share:
AKRON, Ohio, July 15 -- Flush with more than 1 million Web page views in June, Dunlop tire marketers are pinning increased tire sales on a Web site redesign.
Dunlop officials said today that the new Web site encourages automotive enthusiasts to research, compare prices and order tires. A prominent button on the site beckons visitors to place an order.
According to 2005 Dunloptires.com site statistics, visits have risen consistently for total repeat visitors and total page views. In the first half of this year, total visits jumped 27 percent. On average, each person visited the site three times monthly.
While Dunlop won't reveal online tire order numbers, marketers confirmed that those figures are up. "We expect those numbers to rise sharply, since we've made it easier for the 'in-the-know' driver to navigate the site. The redesign focuses on their Internet savvy and the likelihood that they will purchase automotive accessories online," said Janice Consolacion, brand planning manager for Dunlop North America.
Dunlop estimates that up to 32 million tires are purchased by automotive enthusiasts - a highly desirable and highly profitable segment.
Dunlop is one of the first tire brands to offer online pricing and ordering through local retailers. "We've had this capability, but now, the redesign raises its visibility and ease of navigation," Consolacion said.
The redesigned Web site also features new products, latest news, event reminders, coming attractions and latest promotions. The redesign allows brand planners to change content quickly and enables enthusiasts to access new information rapidly.
"Because 'in-the-know' drivers are passionate about performance and research automotive products online, our Web site content targets their interests. We want to capitalize on their frequent visits with updated information," she said.
Consolacion said 'in-the-know' enthusiasts have "incredible influence" on the American automotive market. "They're more knowledgeable about tires than the average consumer. They buy tires based on performance or style features and often buy tires because they want them before they need them."
Forrester Research Inc. calls them "alpha car buyers." They are more likely to visit automotive Web sites than the general car-buying public. While alphas account for one fifth of the population, data shows they make up a third of the visitors to auto sites. More than 80 percent visit car-related Web sites regularly.
In addition to the refined online tire-ordering process, Dunlop's Web site redesign has added content to address "tuner" interests, performance issues, motorsports and other automotive events as well as an upcoming section for enthusiasts and car clubs.
The Web site also includes Dunlop's latest promotions:
o Dunlop Drivers Cup international driving challenge;
o "Money Talks, Music Rocks," a $50 rebate or 50-song download when purchasing four select Dunlop tires;
o Traction Action online sweepstakes;
o Free Dunlop Stinger car poster and decals; and
o New downloads of race-inspired screensavers and wallpaper.
Dunlop is a global tire brand with an excellent reputation among performance car enthusiasts. Well known for its prestigious original- equipment fitments and sports car racing heritage, Dunlop is also a key supplier to sport compact enthusiasts featuring "tuner" tire sizes and race series sponsorships.
Source: Dunlop Tires
CONTACT: Dave Wilkins, +1-330-796-3758, dfwilkins@goodyear.com
Web site: http://dunloptires.com/
http://www.goodyear.com/
