What Blackcircles Canada's Tire-Buying Experience Teaches Us About Customer-Centricity
Making your shopping experience customer-centric requires an in-depth understanding of your customers' needs and expectations. However, this can be a challenge, even in an age when customer shopping data is ubiquitous.
Thankfully, Canadian retailers appear to be catching up to their global peers when it comes to a seamless commerce experience. According to a report by KPMG, "Canadian retailers accelerated their growth in omnichannel solutions amid increased expectations from consumers now accustomed to purchasing from giant U.S. retailers, which in many cases are further ahead in digitizing their operations."
Blackcircles Canada
Blackcircles, a UK-based online tire retailer operating in Canada, provides an excellent example of how a company can create a seamless shopping experience by focusing on the customer. The brand has built its business model around delivering top-notch customer service and creating unforgettable purchase experiences for its customers.
Here, we'll explore how the Blackcircles Canada brand delivers a seamless shopping experience for tires, a product that is generally not very fun to purchase.
Blackcircles Canada's Entrance into the Canadian Tire Market
In 2018, Blackcircles, a leading online tire retailer in Europe, expanded its operations into the Canadian market, providing a new and innovative way for Canadians to purchase tires. The introduction of Blackcircles Canada marked a significant shift in the tire-buying process for Canadian consumers, offering an easy-to-use, digitally-enabled platform.
This platform allowed customers to research, purchase tires, and schedule installation appointments all in one place, significantly simplifying the traditional tire-buying experience. The service was made available nationwide, from British Columbia to Newfoundland, making tire shopping more convenient for a wide range of consumers.
A Focus on Customer-Centricity
Blackcircles Canda focuses on customer-centricity by offering a wide selection of popular tire brands, competitive pricing, and a seamless end-to-end shopping experience. The company’s "just-in-time" supply chain model enabled it to provide quick turnaround times while maintaining competitive prices.
As Martin Gendron, President and General Manager of Blackcircles Canada, put it in 2018, "With an extensive selection of the most popular tire brands available, we provide value and an excellent end-to-end consumer experience. Our supply chain is 'just-in-time', which allows us to offer customers competitive prices with quicker turn-around and better buyer experience."
Blackcircles Canada Followed Consumer Demand
The entry of Blackcircles into the Canadian market came at a time when the demand for online shopping was expanding rapidly.
With nearly 20 million digital buyers in Canada, the need for convenient and competitively priced e-commerce options was on the rise. Blackcircles saw an opportunity to cater to these evolving consumer habits by providing a streamlined, online tire purchasing process.
This innovation was not just about selling tires, but about enhancing the overall consumer experience, aligning with the growing trend toward digital commerce.
A Key Disruptor in the Industry
By 2020, with retail e-commerce revenues in Canada reaching $90 billion, Blackcircles Canada positioned itself as a key disruptor in the tire industry. The ease of purchasing tires online and having them delivered to a convenient service center for installation aligned perfectly with modern consumer expectations for convenience and efficiency.
This strategic move underscored Blackcircles' commitment to revolutionizing the tire buying process in Canada, making it simpler and more accessible for all consumers.
The Tire-Buying Process at Blackcircles Canada
Purchasing tires from Blackcircles Canada is a straightforward and user-friendly process. Only a few steps are involved.
User-Centric Tools for Identifying Tires
First, customers need to identify their tire size, either by directly entering the information into the tire search tool or by using the vehicle search tool if the tire size is unknown.
The provided images and instructions make it easy to locate this information on the tire's sidewall or find it based on the vehicle's make and model. The clear guidance ensures that consumers can easily determine their correct tire size, which is crucial for finding the appropriate products.
A Searchable Tire Database
The next step involves searching for available tires on the website by entering the identified tire size. Consumers can then browse through various options, making selections based on their specific needs and preferences.
A Seamless Checkout Process
Once the desired tires and quantities are chosen, users proceed to the checkout by clicking "Buy." This step is intuitive, facilitating a seamless selection process. The platform's comprehensive tire database and diverse inventory cater to a wide range of vehicles and driving styles, ensuring that customers find what they need efficiently.
Customers Choose Their Garage for Installation
Finally, customers are guided to select a garage for tire installation by entering their preferred location and scheduling an appointment. The integration of the installation service within the purchase process sets Blackcircles Canada apart from other tire-buying experiences.
Unlike traditional tire shops, the website's all-in-one approach not only simplifies buying but also ensures that motorists receive professional installation. This convenience, coupled with the extensive tire selection, creates a superior and hassle-free experience for consumers looking for quality and ease in their tire purchases.
Make Your Shopping Experience More Customer-Centric
Companies should focus on customer-centric buying processes because they lead to higher customer satisfaction and loyalty, which are key drivers of long-term profitability. Especially in online retail, a seamless and intuitive purchasing experience can significantly reduce abandonment rates and increase conversion rates.
Brands can take note of Blackcircles' example when designing their online experiences. By prioritizing the needs and preferences of customers, businesses can create a more engaging and personalized shopping experience, fostering trust and encouraging repeat purchases.
To learn more about how you can build a more customer-centric buying process, don't miss eTail Toronto 2024. It’s happening from September 25th to 26th at the Hyatt Regency Toronto in Ontario, Canada.
Download the agenda and register for the event today.