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Pirelli CEO Touts Benefits of Click-to-Buy Platform

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Pirelli says its "click-to-buy" e-commerce portal is driving new business to dealers.

Pietro Berardi, CEO of Pirelli Tire North America Inc., says Pirelli dealers "will continue to see an increase" in business thanks to the company's click-to-buy platform, which was introduced earlier this year.

The platform is “part of our digital transformation journey,” Berardi recently told MTD.

“Pirelli seeks to streamline the tire buying process for our consumers and help facilitate the buying process between consumers and our dealer network.

“Our research shows that our customer base is highly active on digital platforms and that number is increasing daily. It made sense for us to meet our customers where they are most active in the market to facilitate the process of identifying the right product and finding the right dealer to purchase from.”

Berardi calls Pirelli’s click-to-buy process “very simple. When a consumer goes to our website, she or he can search for tires by vehicle or rim diameter. After having selected the tires that fit their car through the ‘buy now’ function, they will be able to purchase the tires directly from a dealer of their choice.”

He says that Pirelli is “continuing to have discussions with our strategic partners and add dealers to the site, where it is mutually beneficial for all parties involved. At Pirelli, we see this as a chance to educate our consumers, while helping our dealers drive business to their platforms. 

“We see our dealers increasing their e-commerce business and want to be a catalyst in helping them grow by facilitating the education of our consumers and funneling business through our strategic partners,” says Berardi.

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