Younger Generations Trust the Online Purchase

Featured in the NETSA Spring 2024 Roadrunner Newsletter

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The retail industry is undergoing a digital transformation, directly impacting consumers’ preferences and shopping behaviors across all sectors. Year after year, research has demonstrated that the number one reason customers purchase tires or services from a retailer is trust.  Whether purchasing a set of winter tires or getting a routine oil change, consumers place the highest value on trust and transparency with the seller; however, the way to earn and maintain this trust is changing.

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Younger generations want a shop they can communicate with online. A research study found that the Millennial and Gen Z age groups are 47% more likely to purchase tires and services online vs. in-store.¹ The same age groups also believe trusting an online seller is an advantage over an in-store purchase of tires or services.² In order to meet the needs of the growing population of digital shoppers, dealers need to offer an engaging, transparent platform with e-commerce solutions, digital appointment tools, and reviews.

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Online Reviews are the Most Influential Part of a Business's Digital Presence

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One of the first signals a consumer uses to determine trust is a business’s ratings and reviews. According to recent surveys in the automotive repair industry, online reviews are the most influential part of a business's digital presence, with 91% of consumers stating they consult online reviews. Recent and relevant feedback helps your business gain credibility and customer loyalty.

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TireTutor has collaborated with SureCritic to bring dealers the tools required to grow their online reputation. Verified reviews and two-way messaging help businesses foster credibility, gain loyal customers and boost overall performance. Trust and engagement will help you compete with large online retailers and win the sale in this digital age. 

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1 Mintel, 2023

2 Lang Marketing 2023

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To learn more about TireTutor, visit https://tiretutor.com/.

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