Believing that engaging point-of-purchase materials are critical to tire dealership showrooms, Nitto Tire U.S.A. Inc. has introduced a number of P.O.P. materials for retailers who buy Nitto tires through designated distributors.
Items include counter mats and three tire insert designs, according to Stephen Leu, Nitto marketing research and events specialist. "We have more items in the works, such as storefront banners, tire stack covers and counter materials," he recently told www.moderntiredealer.com.
New tire stands are in development as well, according to Gloria Miyamoto, Nitto assistant manager. ("We visited a lot of tire retailers nationwide to determine what they wanted" in terms of P.O.P. materials.)
"Our tag line is "Fueled by Enthusiasts,'" said Leu. "We're trying to appeal to enthusiasts, but our overall goal is to bring value to our independent retailers."
Several retailers have begun displaying the items. Jay Blanford, manager of Dealers Tire & Wheel in Fullerton, Calif., says the new counter mats have been particularly effective.
"Most of my customers come in here with the thought that 'You're the tire expert. I'm going to trust your opinion.' A little bit of literature" often seals the transaction, he reports.
Tom Bennett, president of Tom's Tire Performance Center in Signal Hill, Calif., says Nitto's new P.O.P. items are "good education for customers and also my employees. It gives them ammunition to sell the product."
Nitto's P.O.P. materials are manufactured in Japan by automotive accessory supplier Carmate.
