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How to Store your Merchandise

How to Store your Merchandise

Dealerships in places with wintry climates that store tires for their customers during the off-season must maintain investments in space, time and attention. The service usually isn’t a profit source.

But tire storage pays off in service visits, sales opportunities and enhanced customer loyalty, dealers and industry experts say.

“The guys who really embrace this are the guys who understand retention,” said Jim Phillips, the director of education, OEM and allied industry, at the National Automobile Dealers Association’s Dealer Academy. NADA does not keep data on the number of franchised dealerships that store customer tires, he said.

“The physical act of storing tires is not extremely lucrative,” Phillips said. “But the idea is lucrative because customers come back.”

Customers who store winter tires at a dealership visit in late fall to get them put on and in early spring to have them taken off. Owners of premium-brand vehicles are more likely to store their tires.

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