Point S officials offered a detailed explanation of their expansion plans over the next few years at their 2017 Conference, which recently took placed in Mont Tremblant.
From May 29th to June 1st, Point S retailers combined business with pleasure, including numerous conferences and recreational activities, which took place at the fabled Fairmont Tremblant Resort. Point S President and CEO, Bruno Leclair, welcomed store owners, vendors, as well as Point S delegates from Point S International, Point S France, Point S Germany, Point S South Africa and Point S USA. During the presentations, Leclair explained how this year’s theme, “A Step Ahead,” illustrated his commitment to positioning the Point S brand as a leader in tire and mechanical repair services.
“Our current network consists of 202 locations across Canada, which is the result of the tireless work performed over the last two years. Our goal is to have 400 locations by 2020. Obviously, we must expand beyond Quebec’s borders to achieve his goal.” He used centre stage to explain the strategy involved to successfully plant the Point S flag from ocean to ocean.
Bruno Leclair interview
In an interview with TireNews, held during the Conference, the Point S President and CEO provided the details of the Point S development plan. “Point S is more than just a banner. It is a very unique approach based on high standards of customer service and satisfaction.”
He explained how Point S is well positioned to pursue its expansion beyond Quebec borders. “With the appointment of our Business Development Manager, English Canada, Jeff Bullock, we will be able to establish a foothold in the remaining Canadian market using Ontario as our launch point. We will develop at a progressive rate, based on the ability of new stores to integrate our high standards. There is a strong level of interest from many stores wishing to come onboard, but we will continue to be highly selective.”
Increased visibility
Point S Marketing and Communications Director, Patrick Lavoie, leveraged the Conference setting to present the details of current and future programs designed to increase brand awareness as well as the quality standards that will be launched at store level over the next few weeks and months. On the marketing front, Web initiatives will be doubled to promote Point S mechanical repair services. The Point S Website will be enhanced to facilitate Accord D consumer financing programs, while the intuitiveness of the home page will be improved to direct traffic to regional stores.
Stores were encouraged to deploy onsite digital displays in their locations to inform and entertain waiting room customers. The information displayed will be regularly updated to reflect seasonal changes. These initiatives are designed to reinforce the brand, which already has an impressive brand awareness score. Numerous store owners explained to TireNews how the Point S catchphrase, “No Stress With Point S,” has really taken hold in consumers’ minds.
The development of the Point S City program was also explained during the Conference. This program, which promises the same level of quality and services, will be offered to smaller shops, with a two service bay minimum size, that have demonstrated their dominance in their respective regions.
Quality challenge and CRM
Points S made an announcement to the stores regarding a comprehensive on-site quality control and shop accompaniment process called Quality Challenge. “The relationship with the customer is at the core of everything we do,” explained Lavoie. “In collaboration with our stores, we want to develop a tool that will allow us to track the customer and offer personalized services.”
It’s completely useless to send promotional offers for tires to customers who’ve recently replaced them. On the other hand, it may be a good idea to offer a discount on brake services, for example. “We want to increase customer traffic at our stores, while also increasing the customer’s satisfaction level by offering what they really need to maintain their vehicles,” explained Lavoie.
To stimulate interest in the program, two new vehicles will be awarded at the 2018 Point S Conference, in collaboration with Michelin and Location Park Avenue – Jim Pattison. These courtesy cars will be awarded to the stores that demonstrate the highest level of commitment and collaboration to the Quality Challenge program.
The Marketing and Communications Director presentation was followed by guest speakers who covered various topics such as procurement, vendor programs, as well as the major trends impacting the tire market.
The 2017 Conference wrapped up with an outdoor activity day which included walks in the forest, golf, dune buggy rides and an exhilarating zip line adventure.
The Gala Closing Evening was the high point of the Conference. A gourmet feast, elegantly decorated dining area and three-stage performances, including an outstanding performance by Florence K and Nathalie Choquette, combined to provide an ideal setting that saw participants fraternize and dance late into the night. Conference attendees were unanimous in their praise, declaring that this was a “world-class” event indicative of the Point S image across the globe.
Images of the highlights of the Conference are available here.
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