Continuing the re-imaging effort that began with its 20th anniversary in early 2009, American Car Care Centers is nearly ready for the full-scale launch of its new TireTouch in-store retail consumer kiosk.
The free-standing kiosk is a fully-interactive touch-screen retail sales tool developed by ACCC exclusively for dealers.
TireTouch allows consumers to shop for tires and/or wheels by vehicle, size or brand. Matching results are displayed along with pertinent mileage warranty information, technical specifications, plus-size options and active links to additional product information on tire manufacturer websites.
According to marketing director Jeremy Lewin, the ACCC TireTouch’s state-of-the-art vehicle visualization module allows consumers to see how different tire/wheel size and product options will look on their vehicle. Plus, customers can access interactive video content to learn more about featured products, and it lets drivers learn more about current promotions, special offers, and ACCC’s nationwide warranties while they are in the dealer’s location ready to buy.
Not only that, Lewin noted, consumers can learn about the ACCC Preferred Customer Account program, and discreetly apply for instant financing right on the TireTouch kiosk.
In addition to the consumer interface, each kiosk also features a suite of tools and content just for ACCC dealers. All they need to do is log into a password-protected dealer environment to gain access to:
• Formula ACCC Training: The basis for the new “pillars” of the ACCC program, this section features a short training video on each of ACCC’s key program attributes.
• Promotions: Information related to procedures and effective dates for ACCC and tire supplier promotions.
• ACCC Offers: Special offers and dealer programs on Americash, ACCC’s retail spiff program, and others are explained.
• Configuration/Customization: Dealers can change the range of products displayed on the kiosk to reflect their most current product screen.
Each kiosk is customized to the specific ACCC dealer simply by activating the individual kiosk. This helps maximize the positive impact of TireTouch for the individual point of sale. Customization is achieved through a configuration application accessible to the dealer at all times, allowing for unlimited changes to products and services offered.
Selections made by the dealer in the configuration application determine products displayed when a customer searches for tires and wheels, Lewin said. Dealer selections also determine what promotions and special offers are displayed, and the video content displayed in the looping showroom video, which plays in full-screen when the kiosk is not in use.
From a technical standpoint, TireTouch utilizes the Windows 7 Windows Touch feature to deliver an intuitive customer experience. Upon activation, the kiosk downloads all available video content from the TireTouch server for temporary local storage with automatic nightly updates, while technical data remains external. The result is the best of both worlds: a lightning-fast interface with real-time updates.
Lewin said the TireTouch is in final evaluation in 25 ACCC dealer stores. “Feedback from ACCC program managers, from our dealers and from our key suppliers has been overwhelmingly positive. We now have kiosks in inventory and we will be in a position to begin taking orders in a matter of days,” he said in early June.
TireTouch is an integral part of ACCC’s new forward-facing technology platform, which aims to provide consumers with a seamless interface from Internet to in-store.
“Because of the importance of TireTouch as it relates to our current technology platform, and because of the tremendous potential we see for the future, we are making every effort to ensure that TireTouch is accessible to all ACCC dealers,” Lewin said.
