Nine months after Tire Factory Inc.’s former CEO announced its members would join Point S and rebrand their stores, Tire Factory dealers gathered for their annual meeting in Portland, Ore. It was the first comprehensive gathering of members since the May 2015 announcement.
“Not only are we remodeling for our customers, we’re remodeling for our employees,” Gill said. “They want to work for a company that they see a vision, and Point S is really hitting home with them.”
Not all dealers have been on board with the change, and some came to the meeting ready to air those frustrations. Some admitted time had softened their anger, and others said talking to their peers and seeing how three dealers had adapted their Tire Factory stores into the Point S brand had helped them open their eyes to the possibilities.
Growth though is predicated on finding the right kind of tire dealer, Lybeck said. “We are not recruiting every tire dealer. We are looking for top notch, high quality dealers you want in this group.”
Lybeck said creating marketing programs for dealers will be a key focus of 2016, and it will be centered on this tagline: “Get to the point.”
Lybeck, who has worked for Tire Factory for five years as its chief financial officer, told dealers his philosophy as he has lead the company through the transition. “I need to earn your business. I cannot expect your loyalty.
“I need to show you guys when you buy from Tire Factory it’s the right place to buy. I want you to feel you want to buy from us, not that you have to buy from us.”