Barely four months into a multi-year growth plan, Wholesale Tire Distributors Inc. has shifted into the second phase of its ambitious expansion scheme. In the first phase, the Vaughan, Ontario, dealer added new staff, new accounts and nearly doubled the reach of its service area.
Under the plan, outlined in January to staff and dealers, the Canadian company already has added a pricing and inventory analyst and four senior sales management staff positions in 2012. The realignment not only better serves existing clients, but also has helped the company quadruple the volume from its new Hamilton warehouse.
The company also has added 13 new Tire Choice retail outlets and hundreds of additional accounts, says Jonathan Karelse, vice president of corporate development and strategic planning for the company.
(The Tire Choice program was re-launched in March. Tire Choice allows tire retailers to retain their individual identity while leveraging disciplines and professional marketing tools from Wholesale Tire Distributors. The tools include promotions, the Tire Choice advertising program and inclusion in the Performance Reward Program, which allows retailers to earn points based on purchase levels.)
“We’re ahead of where we expected to be on almost every aspect of our plan," he says. We’re more than half-way to achieving our target for new Tire Choice stores and far ahead of our projections for new accounts. It’s been hectic but it’s been a great testament to the power of partnership.”
One of the major contributors to the success is the value-added strategy announced in January, in which Warehouse Tire provides analytic, creative marketing and promotion resources for key clients to help them market more effectively in their trading areas.
"We’re doing a special event a week for key customers to help them build their retail business. with things like advertising, flyers, barbecues and grassroots activities that drive retail traffic,” says Karelse. The company also has launched a new incentive system for retail counter staffs.
There are still challenges ahead, Karelse cautions.
“We’re still seeking some key personnel, but we’re being very particular about who we add to the team. We’re looking for talented people that we can train, that might bring experience and skills that add to our strengths.”
Wholesale Tire Distributors has been providing value, expertise and innovation to the replacement tire market since 1994. It distributes tires for independent tire retailers, new car dealers and corporate fleet customers.
The company is privately owned and is directly affiliated with four Tire Depot retail outlets and 23 Tire Choice associate stores serving central Ontario. For more information on the company, click here.
