Why Pirelli has gone “white glove” and you should too
Pirelli has opened its flagship P Zero World retail center in Los Angeles, promising high-end clients a truly “white glove” experience. So what is it and what can tire dealers do to bring a little extra to their own customers’ experiences?
First, take a look at the P Zero World video from Pirelli:
WHAT IS PIRELLI’S P ZERO WORLD?
Pirelli says P Zero World is what it calls a “brand experience” — an upscale retail center with world-class service that is “uniquely Pirelli.” In plain terms, it means not just a tire showroom and service center, but a rotating selection of supercars, large video screens, an open-air lounge, video touch screens enabling customers to select wheels and tires, an espresso bar and a meeting place for high-end car enthusiasts.
WHAT CAN TIRE DEALERS DO TO IMPROVE THEIR CUSTOMER EXPERIENCE?
While regular tire dealers don’t have the resources of Pirelli, offering a better experience and having your customers walk away happy and feeling like they’ve been treated like royalty is probably easier than you think.
Earlier in the year Traction News talked to Direct Tire owner Barry Steinberg, who had just opened his fifth Boston location. The new store was clean, spacious, environmentally-friendly and full of extras a customer wouldn’t expect to see, such as LED lighting, coffee machines and art on the walls. He models his stores on car dealerships that he says are what tire stores should be measuring themselves against.