Bridgestone Select Tyres, Girl Style

Written by Juliet Potter: 13-February-2008

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Ladies of Australia, rejoice! Thanks to Bridgestone, the shopping for tyres experience is about to become a whole lot cleaner!

In an Australian first, Bridgestone Select has become the very first tyre retailer to 'clean up their act' and create a showroom free of clichés, and even tyres!

Now here's the concept – Bridgestone actually asked the female consumer what she thought about tyre retailers and the results are pretty much what you would expect. They include:

* Women perceive tyre retailers as masculine and intimidating

* The traditional counter is seen as a 'barrier'

* Female customers want a store environment that is 'pleasant' and not threatening

* Customers want more access to user-friendly information about tyres

* Consumers want a better buying experience all-round that helps them choose which tyres are right for their cars!

"The research we conducted found that many customers felt disempowered by the sales process; that they were on the one side of the counter while the retailer quoted them a part number and a price off a computer," says Bridgestone's National Franchise Manager Scott Wood.

Enter their solution: Bridgestone Select! The in-store makeover includes a fresh citrus orange colour scheme (note: this season's 'it' colour girls!), a comfortable lounge, internet access (love!) plasma screens and (hello) female-friendly magazines, fresh real coffee and treats!

"Everything about Bridgestone Select is about involving the customer in the decision-making process and making them feel comfortable about the retail experience," says Scott.

Touch screens (or pods) are there to help you decide on which tyres match your car; with details on price and availability and help of course is there from the sales staff, if you need it. And all this without a tyre in site – a first for an Australian tyre retailer! How very progressive! Check them out at www.bridgestoneselect.com.au