Tire Rack Drives Customers Online With Its Catalog
A distributor of vehicle tires mails a catalog that delivers some content in print, and promises much more online.
Mailer Name: Tire Rack
Date Mailed: September 2016
According to Modern Tire Dealer magazine, replacement tires are a $38.1 billion industry in the United States. Although independent dealers dominate the aftermarket, Tire Rack developed an e-commerce model that gives customers more information to make a buying decision.
Each season, the Indiana-based retailer sends out a direct mail publication called “Inside Track.” It showcases a small selection of tires, wheels, and accessories that it sells.
Many customers prefer self-service when it comes to purchasing new tires. But how Tire Rack helps them accomplish this task depends on what they need, and how fast.
For some, tire shopping is a low involvement purchase. The page inside the front cover includes three how-to blocks that each include a QR code. They can jump to the site, buy what they need, and arrange for delivery and installation.
Six of the fall catalog’s 20 pages highlight new or seasonal tires. The company’s profile of each model includes a single large image showing its tread. And in addition to measurements, details on its design, construction, and intended audience help the buyer decide if it’s right for them.
Sprinkled throughout the pages are reminders of the experiences that await the customer online. Besides “tell-all ratings & reviews,” drivers can access tire performance videos, surveys, and rebate offers, a few of which the catalog shows.
Don’t overwhelm your customer with content in the direct mail piece. Instead, provide just enough to get their attention, and get them to convert online.