From Tire Review

Michelin North America plans to "change the way consumers shop for tires with an entirely new online experience designed to speak directly to individual tire needs."

The tiremaker said it is leveraging "a powerhouse of digital tools" at its michelinman.com website to make “the complicated and somewhat confusing process of tire buying easier and more enjoyable.”  

“Consumers spend an average of 2.5 hours researching tires online, and many take much longer. Other online tire resources and tools aren’t going far enough to offer recommendations that are specific to individual driver priorities,” said Don Byrd, MNA vice president of marketing. “Developing useful tools and making our team of experts available enhances the tire-shopping experience, ultimately allowing our consumers to make more informed tire decisions.”

Michelin’s new online tools include:

• Team Michelin Tire Selector Tool: Touted as “an easy-to-use, guided experience,” it helps consumers make “confident tire decisions.” The tool helps consumers “choose exactly what they want from their tires, instead of the standard year-make-model approach. It builds in personalized elements for the car owner, including driving conditions and seasonal weather conditions (summer, winter or all-season). It also lets consumers rank their performance preferences based on wear life, fuel-efficiency, braking, comfort and handling.”

• Team Michelin Experts: Michelin test driver Sarah Robinson, tire designer Ben Ebel, and tire engineers will be online to provide advice “face-to-face” and “guide users as they explore and evaluate many tire choices.”

• User Tire Ratings and Reviews: To help consumers see what other tire buyers have to say, MNA will consolidate consumer tire reviews, forums, blogs, user ratings and reviews in a convenient section.

• Tires 101: This section houses tips on “tire safety, maintenance and more to help consumers navigate the life of their tires. Engaging videos, articles and interactive demonstrations are available for immediate download.”

• Call Me Please: With the click of a button, consumers can request a call from a Michelin certified product expert “to discuss their tire needs and answer their questions.” Available Monday through Friday from 9 a.m. to 4:30 p.m. Eastern, the service promises a call back within 10 minutes.