The rim sales process has changed significantly with the advent of online shopping, advances in machining processes, and evolving consumer buying behaviour. How can tire dealers optimize their rim sales?

Wheel rims are a key element in improving a vehicle’s aesthetics. Pairing the right rims with the right vehicle can truly enhance its appearance. Additionally, a second set of rims allows for mounting a complete wheel set in preparation for seasonal changes. This explains why over 100,000 rims are sold annually in Quebec. This represents an opportunity for shop owners and tire centres to tap into this market and increase their revenue. However, competition in this segment is intense, and good business instincts are essential to come out ahead.

First, to maintain a healthy rim inventory turnover in Quebec, timing is crucial. During seasonal changes, when consumers prepare to buy new tires, many also opt for new rims, as explained by Mélanie Desharnais, Vice President of Desharnais Tires and Mechanical. “A trend observed in Quebec is that people buy more attractive rims for summer and keep their OEM rims on their winter wheels.” Thus, tire centres can offer this option during tire purchases to improve customer satisfaction and boost sales. Conversely, some consumers will want to protect their OEM rims, which are often more expensive, and will opt for aftermarket products for winter. When possible, customers can also be advised to replace their large OEM winter wheels (20 inches or larger) with smaller wheels, as they provide better road grip during cold weather and, consequently, safer driving. Additionally, smaller tires generally cost less to purchase.

Reliable practical strategies

Beyond seasonal changes, several other strategies can stimulate rim sales to customers. Firstly, purchasing rims requires expertise that most consumers don’t possess. As Guy-Philippe Polissena, Co-founder of distributor Tire9.ca, explains: “When a customer buys a rim package, 50% of the sale involves ensuring the product has the correct dimensions. There are many complex parameters for customers, and they trust their dealer to ensure everything is compatible.” Providing excellent customer service is therefore crucial to ensure that customers who enter a shop to buy tires have access to the necessary information to complete their purchase with appropriate rims. It’s essential to present all available options, which justifies the importance of maintaining a good product selection.