Michelin launched an online sales portal for France
France: Along
with the launch of Michelin sport 4 tyre in France, company has also announced
its trial on the online sales of tyre directly to the consumer, which would
start probably by the first quarter of 2016. Furthermore, the company has
announced that its new tyre “Pilot Sport 4” would be the first tyre to be sold
via online sales channel.
Online sales would take place via temporary pop-up
store at the Michelin’s official website for France: “www.michelin.fr” and the
process would involve around four steps to be followed by the consumer to buy
the tyre online and would be able to fix an appointment with the authored
distributor or dealer for delivery and fitment of tyres. Consumer would also have
an option to get an advice for tyres via “chat” option on the company’s
website. The online purchase from the Michelin website would also offers the
money back guarantee to the consumer.
According to the company official, the online sales
through website will be on the trial run for approximately three to four
months, with a target of selling around 2,500 tyre in the trial run. Further,
the ordering and delivery process would be dependent on the coordination with
authorised dealer or distributor of the company. Trial run of online e-retaling
clears company’s intention of entering into the direct consumer market.
TechSci Research considers that Michelin has already accomplished
its position in France tyre market, being a domestic brand. Also by taking this
initiative it is further increasing its penetration in the country which would
enhance the market share of Michelin in France.
The recent report published by TechSci Research, “France Tyre Market Forecast & Opportunities, 2020”
Over the last decade, internet and smartphone have changed business strategies
for industries. The E-commerce industry evolved as a key player in supply chain
demand, providing consumers with various products at doorstep.
During 2010-2014, internet penetration is growing
on a rapid rate in the country. It increased from 77% (per 100 people) in 2010
to nearly 83% (per 100 people) by 2014. The internet penetration has forced the
market leaders to realign their business strategies in the country, which
somehow has offered a huge customer base to the tyre companies as well. Moreover,
by taking on e-retailing sales channel, Michelin would able to gain an
advantage over its competitors in France tyre market.