In the last year, the company has made significant operational changes to improve customer service levels, including a complete restructure of Viking’s van runs to increase delivery frequency for customers. The large-scale wholesale operation runs eight warehouses and a fleet of more than 100 specialist delivery vehicles.
Viking’s online ordering system provides customers with real-time access to tyre stock, tyre pricing and account management information. The facility has been enhanced with the addition of Viking’s entire exhaust range and has been promoted in the trade press throughout the year.
Viking offers a full product range, including premium and private branded tyres, ranging from economy to ultra high performance. In response to customer demand, Viking has significantly increased its range of both premium high performance and 4×4 tyres over the last couple of years. To satisfy demand at the opposite end of the market, Viking said it has recently introduced an ultra-budget range of fast-moving sizes at extremely competitive prices.
Private brand development is constantly evolving, and in January 2006, Viking introduced the new Millennium ultra-high performance range to its extensive portfolio. Backed by a huge marketing campaign, the Millennium brand covers the popular 15- to 19-inch sizes and was designed to compete directly with the premium brand’s dominance of the sector, with the additional benefit of offering retailers a much greater profit potential. Customer support includes a range of point-of-sale materials, such as branded clothing, outdoor signage, posters and leaflets.
Viking representatives say they are constantly striving to develop market-leading initiatives to add value to its business proposition, ensuring that their customers receive the very best levels of service and support available in the industry. In a static market, Viking’s sales in key product areas have reportedly surpassed expectations, and more activity is planned in 2007 to support new product and service initiatives.
