TECHNOLOGY

Kal Tire supports entire buying process across channels

BY Dan Berthiaume

Canadian tire retailer Kal Tire wants to capture sales long before customers enter a store.

Seeking to obtain customers starting at the point they research product information online and then drive them to schedule in-store tire fitting appointments online, Kal tire decided to upgrade both its online and brick-and-mortar customer experience.

Partnering with retail consultant and e-commerce integrator OSF Commerce, Kal Tire replatformed its e-commerce site to Salesforce Commerce Cloud. Then, the retailer integrated its existing Retail.net POS system with Salesforce Commerce Cloud.

To further enhance the omnichannel customer experience, Kal Tire implemented an online product visualization tool called RideStyler, which allows site visitors to select year, make, model and color of their vehicle and then see a composite visual display with selected wheel, tire and accessories.

OSF also helped Kal Tire develop a customized online store locator that is integrated into the checkout flow. Customers choose the store for their tire fitting using geolocation, or by entering their address in the store finder.

The solution automatically schedules appointments based on in-stock availability of products, or how long it will take to ship them from a nearby store. Customers are provided with the earliest possible time for their appointment.

Since launching its new omnichannel customer experience, Kal Tire has reported increased customer loyalty, fewer returns, improved sales goals, and reduced expenditures of time, energy and money into customer service activities.

“Customers are increasingly researching products and services online – and the selection of tires is no different,” said Greg Waring, VP marketing, Kal Tire. “Tire buying is known for being complex to navigate, as well as delivering a confusing experience for customers. By providing exceptionally detailed information on tires and accessories via a detailed and highly-specialized product selection tool, Kal Tire aims to be Canada’s premier online destination for tire information.”

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