How the Innovative Roll By Goodyear Pilot Program Works

Bob Ulrich
Posted on October 16, 2018

Roll by Goodyear is an interesting concept. The pilot program, which is up and running in the Washington, D.C., metropolitan area, is described by Goodyear Tire & Rubber Co. as "a completely new tire shopping and installation experience." And I would say it is.

The key to the stores is that there are no bays. Goodyear keeps referring to them as "showrooms," and that is what they are. The installation is handled elsewhere.

The idea is for customers who buy tires online from RollByGoodyear.com to then choose when, where and how to install their tires. They can:

* drop off their keys at a showroom themselves;

* take advantage of valet service that will pick up the vehicles and drop them off;

* schedule a mobile installation van that will come to them and install their tires.

Since the showrooms are located "in vibrant lifestyle centers where people live, work and play," customers -- both online and off-the-street -- can, as Goodyear says, "enjoy the nearby amenities" if they choose to visit the showrooms and wait for their cars to be returned.

Goodyear has yet to work out all the details because it is still a pilot program. It did conduct market testing in metro Washington, D.C., and the results were, according to Goodyear, "extremely favorable across all demographics," especially with millennial women.

Where the tires will be installed if the program expands regionially or nationally is still being determined. In the Washington, D.C., area, it is at a former Goodyear company-owned store that was closed. The inside and outside of the building will be turned into a Roll By Goodyear outlet that just happens to have bays. Perhaps independent tire dealers who sell Goodyear will become part of the program down the road.

Goodyear already is anticipating opening stores in Philadelphia in December. If the company deems the program successful enough to try it in additional areas, it would make sense to consider Los Angeles, Charlotte, Cleveland-Akron, Ohio, and Silicon Valley, Calif., all places where Goodyear is operating its pilot mobile van program.

For more information on the Roll By Goodyear program, check out this link:

"Goodyear Gives Online Customers Control Over Installation."

Related Topics: consumer tires, light truck tires, mobile tire service, passenger tires, Roll by Goodyear

Bob Ulrich Editor
Comments ( 1 )
  • Bob

     | about 4 months ago

    Another stupid idea by the dumbest large tire manufacturer on the planet! Between franchises that hate them, poorly run company stores, the ill-advised Just Tires retail stores (that offer full auto repair rendering the name misleading and, well, stupid), their online store that steals sales (although I’m sure the sales are almost nonexistent) from their own stores and no one else, you can count on Goodyear wasting money trying to execute every bad idea they can dream up in their endless meetings in their big buildings all over the world. This clumsy boutique shopping experience actually makes buying tires MORE difficult and way more expensive. Hopefully, Goodyear will only waste $10-20 million on it before they give up.

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