Effie Case Study: “Roll by Goodyear”

Marketer: Goodyear Tire and Rubber Co.

Agency: Digitas

Effie Commerce & Shopper Categories: Category/Aisle Evolution (Winner); Brand Experience (Winner)

With Roll by Goodyear, the Goodyear Tire & Rubber Co. created a completely new tire shopping and installation experience aimed at Millennial and female consumers who favor convenience, efficiency and the ability to shop both online and in-store.

The program gives consumers the option of shopping at either or at a showroom. The program launched with four pilot concept stores in the Washington, D.C., metro area. The small stores are just 400 to 600 square feet designed for product selection, with the actual tire installation happening off-site.

The showrooms present just 20-30 tire selections and feature a vibrant, inviting blue-and-yellow color scheme. In the stores, associates offer three tire suggestions and provide clear pricing to make the process more convenient and transparent than traditional tire shopping.

The locations were specifically chosen to be part of lifestyle centers in high-density areas, giving customers the option to drop off their car and go to other, familiar places to shop, dine or work out while their tires are being changed.

Customers also have the option of booking online to arrange either for valet service that picks up and returns the car after installation or a mobile van service that installs the tires at the customer’s location of choice. No matter which option is chosen, the installation is accompanied by real-time email or text status updates.

Roll by Goodyear was designed to make the time-consuming process of tire installation easier, with stores located within shoppers’ normal environments and a process that’s more appealing to consumers used to conveniences like online shopping and grocery delivery.

The initial pilot program was so successful that Goodyear has since expanded from four to nine locations in the Greater D.C. region, as well as to six additional locations across Greater Philadelphia.

This article was written using publicly available information.