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Tyre retailing takes experiential route with Bridgestone Select +

By N Jayalakshmi | March 11, 2021

Bridgestone India, one of the leading brands in the passenger car tyre segment, recently launched the country's first concept store in Pune. Designed by LANDOR & FITCH, the store offers an educative tyre buying and service experience, while redefining the whole retail experience in the category.

Bridgestone India’s recently launched first concept store, Bridgestone Select + in Pune, is a digital led tyre buying and service space that engages, informs and sells.  The company plans to roll out similar outlets in other metro cities including Delhi, Bangalore and Hyderabad by end of 2021.

Retail Objective

Tyres, despite being the most critical part contributing to better vehicle performance and safety of the vehicle on the road, continue to garner low involvement from consumers. With these concept stores, Bridgestone India aims to create higher engagement and informative experience for consumers as they avail tyre services in these stores, according to the company statement.

"As a global leader in sustainable mobility and advanced solutions, Bridgestone aims to provide higher value to our customers. With the Bridgestone Select + range of retail stores, we are pioneering to create an innovative retail experience, which allows our customers to make a more informed and engaged purchase decision. Through Bridgestone Select +, we are underlining the difference a superior tyre and tyre service can make,” said Parag Satpute, Managing Director, Bridgestone India.

"The new Bridgestone Select + range of stores comes as a new retail model and our intent here is to embrace digitisation of our dealership stores and create delight for the modern digital consumers. Tyre purchase can be a very challenging experience; but Bridgestone Select+ champions the consumer and helps them choose with ease and knowledge. We want to see Select+ format disrupt the traditions of tyre retailing,” added Deepak Gulati – Global Business & Marketing Leadership, Bridgestone

Crafting an interactive  tyre buying experience

The store in Pune, designed by LANDOR & FITCH,  indeed addresses a long-felt need of customers to understand tyre selection and its care better.

The process is enabled through an interactive digital kiosk where customers can pick between Bridgestone's array of choices. The store also offers customer demonstrations to understand the impact that each of the tyre services provides and helps customers get the best out of their tyres.

The idea essentially is to help the consumer identify the most suitable choice depending on a car tyre and driving conditions. The host of services that will be available at Bridgestone Select + stores include:

  • Tyre advise and information on Bridgestone range of tyre products.
  • Tyre selection consultation through a digital tyre selection desk, demonstration and understanding of tyre services.
  • Their successful tyre services and service packages – Alignment, Balancing, Nitrogen, Rotation, among others, will continue to be available, along with the touch and feel experience of various tyre patterns available from Bridgestone.

Speaking about designing the whole retail experience, Mark D’Costa, Managing Director – Global Business Innovation, LANDOR & FITCH, explained, “This is a category breaking vision that will set a new benchmark for selling tyres. In an environment where tyres are rarely acknowledged or considered, we’ve designed an experience that shifts focus from what a tyre is, to what the right tyre can do for you; thereby ensuring people see what truly matters to them. Through physical, human and immersive digital touchpoints, we’ve taken care of the entire customer journey from exploring, buying to service packages. All the while reaffirming Bridgestone’s undeniable category leadership.

Strong and bold retail concepts like these can only be brought to life if you have the trust and collaborative support of a client like Bridgestone. We greatly look forward to our future endeavours together.”

 

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