13% More Goodyear Tires Sold Per Day
- 12% Increase in profit margin per tire sold during promotional periods
- 13% Increase in tires sold per day during promotional periods
Goodyear tasked hfa with increasing tire purchases through promotional events.
Research confirmed that an offer alone wouldn't ensure a positive ROI. Competitive tire brands were investing heavily to influence consumers and sales associates. Goodyear's approach would need to be uniquely compelling.
hfa developed a retail program that gave consumers purchase incentives never before used in the tire category, with plans in place to evaluate trends and modify the program over time to ensure optimal ROI. The team also evolved the look and content of Goodyear's point-of-sale materials to more strongly differentiate Goodyear from competitors in-store.