Extensive study and survey of the tyre trade in five core markets is supplemented with “Fit for Future” test
As the leading platform for tyres and wheels, THE TIRE COLOGNE sees itself not only as a business hub that brings together all relevant players from industry and trade in one place. Much more than this, it sees its task in the presentation of themes and content that benefit the future development of the industry. “We see ourselves as part of the industry and want to point out solutions for the constant market changes, with the goal of setting sustainable impulses for the development of the industry. This is the bar we have set for ourselves. This year we initiated a study in five European core markets, the results of which will provide all market participants with a better understanding of the function of the respective markets and the challenges there. Building on the results of the study, each trader can now check themselves in our downstream “FitforFuture-Test” to find out where they stand and where there is room for improvement”, according to Christoph Werner, Vice President Trade Fair Management and member of the business management of Koelnmesse. THE TIRE COLOGNE takes place from 9 to 12 June 2020 and targets tyre manufacturers, tyre retailers, car service providers, workshop outfitters, recycling, tyre remoulders and all companies involved with the tyre and car industry. The international industry trade fair is organised by Koelnmesse and the industry sponsor, the German tyre retailers and vulcanisation trade association (BRV).
Markets are constantly changing and, as a consequence, also the needs of customers. In order to intensify this understanding and be able to react to possible challenges “just in time”, THE TIRE COLOGNE, together with the Institut für Handelsforschung in Cologne (IFH Köln), has carried out an extensive study and survey of the tyre trade in five core markets – in Germany, the United Kingdom, Italy, France and Poland. Managing directos, owners and masters from companies in the specialist tyre trade from five countries were surveyed, and secondary research and interviews was carried out. The survey focused on the clusters of digitalisation and digital tools and automobile mega-trends, as well as personnel recruiting and continuing training of staff.
A short summary of the study results:
Digitalisation is bringing big challenges for tyre retailers
The European tyre trade is changing rapidly. This is being propelled by changing customer behaviour. The customers of the tyre trade have considerably higher expectations of service than in the past and expect communication on all channels with coordinated sales and service offerings. Digitalisation is also changing and is placing one sector after the other in question – the tyre trade must keep up with the general digital transformation. The challenges relating to this have for the most part been recognised and tend to be evaluated with reference to the chances. Nonetheless, there are sometimes shortcomings in implementation. The reason: the tyre trade isn’t daring enough. The broad portfolio of digital tools has not yet been utilised consistently. In addition to this, mega-trends are classified as science fiction without looking for one’s own advantages in the here and now.
The tyre trade will soon face a personnel problem
This is exacerbated by a massive personnel problem – at least in most European countries. The tyre trade is already facing problems recruiting new employees in the core area of the workshop, but also with the acute line of succession. And there are no effective remedies in sight.
What needs to be done?
The tyre trade must develop a certain amount of self-confidence. This must correspond with the core requirements of the digital age – meaning, be present on all channels and be based on smooth and rapid processes. Only then can one provide profitable offerings, products and services. In addition to this, the tyre trade requires a broader portfolio of digital instruments for internal and external use. More practice and continuity in the usage of these instruments is also required. In addition to this, the tyre trade requires creative solutions and must develop convincing arguments extending beyond the standard offerings, in order to find and bind more employees.
FitforFuture test and best practise
All results of the THE TIRE COLOGNE study – complete, as a management summary, but also the evaluations of the individual countries and core topics – are available for download on the website of THE TIRE Cologne athttps://www.thetire-cologne.com/the-fair/tireresearch/tireresearch.php . Furthermore, on the website of THE TIRE COLOGNE the FitForFuture test can be used effective immediately to check how one’s company is developing in terms of #DigitalTransformation, #DigitalToolbox, #Recruitment/ human resources development and #Trends. Subsequent to this, he will immediately receive the test results and relevant best practice examples from the aftermarket, but also from other retail industries. Select the FitforFuture test at https://www.thetire-cologne.com/ and then click on the required language.
Of course, findings from the study will also play a role in the context of the congress and event programme of THE TIRE COLOGNE, where the four core themes will be discussed with industry participants and experts in special theme forums. Subsequent networking events provide exhibitors and visitors with additional added value while looking at the study and discussion results in greater depth.
#thetirecologne #thetire #ttc2020
