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In the study on Car Tires, conducted in December 2018, Kwik-Fit.nl is the obvious winner, far ahead of the other car tire providers. A total of 200 consumers used their smartphone to assess the providers, giving Kwik-Fit.nl a Digital Sales Score of 43 points – putting them 14 points ahead of BandenConcurrent.nl (29), and 25 points ahead of autobandenmarkt.nl (18).

>>> Click here to read about WUA’s new scores: Digital Sales Score & Digital CX-score

In Customer Experience, Kwik-Fit.nl also receives the highest number of points, with a score of 72. BandenConcurrent.nl is in second place on Customer Experience as well, with 70 points, and Profile.nl completes the top-3 with a CX-Score of 67.

  • Digital Sales Score
    Study: Car Tires
    Measurement date: December 2018
    Country: Netherlands
  • Score
  • 1 Kwik-Fit.nl 43
  • 2 BandenConcurrent.nl 29
  • 3 autobandenmarkt.nl 18
  • 4 Profile.nl 17
  • 5 Bandenthuis.nl 15
  • 6 Autobanden-365.nl 10
  • 7 Michelin.nl 10
  • 8 Euromaster.nl 9
  • 9 Autobandencheck.com 8
  • 10 Banden-Pneus-Online.nl 8
  • 11 Oponeo.com 5
  • View full list

Insights Update Car Tires

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Kwik-fit.nl highest Preference, BandenConcurrent.nl second with 11%

The 3 biggest providers in the car tires study are Kwikfit.nl, Bandenconcurrent.nl, and Autobandenmarkt.nl. All three reach around 60% Findability. The difference is made in the Preference for the different providers. Kwik-fit.nl gets the highest Preference, put in first place by 29% of respondents. BandenConcurrent.nl follows with an 11% difference, put in first place by 18% of respondents. Autobandenmarkt.nl completes the top-3 with an 8% Preference, equal to Profile.nl’s Preference score.

Autobandenmarkt.nl found by many Conversion lower than other top-3 providers

Kwik-Fit.nl gets a Conversion score of 44%, BandenConcurrent.nl converts 30% of its visitors. These Conversion percentages are almost double of what Autobandenmarkt.nl scores: that website is visited almost as often as BandenConcurrent.nl, but only converts around 16% of visitors.

BandenThuis.nl ranks fifth in the Digital Sales Ranking

BandenThuis.nl is good at fulfilling a specific need of its website visitors: tires bought at BandenThuis.nl are delivered to customers’ homes and installed, which orienting consumers appreciate. The niche player ranks fifth in the Digital Sales ranking, with a score of 15 points. Despite a low Findability (6%) and low Preference (3%), they score high on Conversion (45%).

Insights Update Car Tires

Get free high-level results in the Insights Update Car Tires December 2018
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New: The Digital CX-Score

The Digital CX-Score is a representation of the total experience on a website, and is based on questions on the themes of Look & Feel, Offer, and Brand. Think of, for example, the clear and quick presentation of the offer on a website, and the trust people have in the company behind the website. The score consists of a weighted average of these parts, in which parts that have more impact on the final preference contribute a relatively higher weight to the average. For instance, our analyses show that the elements of Offer and Brand are more important in customers’ final preference than Look & Feel.

  • Digital CX-Score | Desktop
    Study Car Tires
    Measurement date: December 2018
    Country: Netherlands
  • Score
  • 1 Kwik-Fit.nl 72
  • 2 BandenConcurrent.nl 70
  • 3 Profile.nl 67
  • 4 autobandenmarkt.nl 65
  • 5 Euromaster.nl 61

Best online experience achieved by Kwik-Fit.nl

The best CX on smartphone is provided by Kwik-Fit.nl, which achieves a Digital CX-Score of 72. Kwik-Fit.nl offers a good experience – on one hand because it’s a ‘renowned and trustworthy’ company, according to orienting consumers. On the other hand, consumers say of Kwik-Fit.nl: “It immediately shows symbols about the economy of the tire and a few other characteristics. The price is immediately clear as well. It also instantly poses the question of whether there’s anything they can help you with, with a chat prompt.”

Preference for All Season car tires

Most consumers – 62 % of respondents – say they prefer All Season tires. No more than 11% prefer summer tires only, and 20% prefer winter tires. And if possible, the website visitors would prefer to have the tires delivered at home. When asked whether visitors are interested in at-home service, such as delivery of tires and installing them, 74% answer in the affirmative, 27% choose no. And that’s exactly the service newcomer Bandenthuis.nl offers, helping them reach a high conversion.

A number of Insights from the study

  • Kwik-Fit.nl is far ahead of other car tire providers, with a Digital Sales Score of 43 points. BandenConcurrent.nl and Autobandenmarkt.nl follow with respective Digital Sales Scores of 29 and 18.

  • The 3 big players in the car tire study are Kwik-Fit.nl, BandenConcurrent.nl and Autobandenmarkt.nl. They all reach around 60% Findability. The difference lies in the Preference for providers. Kwik-Fit.nl is the provider that gets the highest Preference out of these three.

  • Kwik-Fit.nl is best at convincing its visitors, with a Conversion of 44%. BandenConcurrent.nl struggles a little more with convincing its visitors and gets a 30% Conversion. Autobandenmarkt.nl scores lower than the other two on Conversion. Although it’s visited as often (relatively) as BandenConcurrent.nl, it converts less than half the visitors that the competitor does.

  • BandenThuis.nl is good at fulfilling a specific need website visitors may have. A niche player, it ranks fifth in the DSS ranking with a score of 15 points. Despite a low Findability (6%) and low Preference (3%), they score high on Conversion (45%).

  • The best online experience on smartphone is provided by Kwik-Fit.nl, which gets a Digital CX-Score of 72.

Insights Update Car Tires

Get free high-level results in the Insights Update Car Tires December 2018
Download Now

Goal & Relevance of this study

The goal of this study is to map the digital experience of customers orienting themselves on car tires, which provider they choose, and most importantly, why. Using a proven model WUA has been working on for the past 10 years, we indicate with precision exactly what customers want, what the best practices are, and what issues insurers may have. A custom-made report is available within two weeks, including an action workshop on location and presentation.

WUA Car Tire Insights Update December 2018

Download the brand-new edition of the WUA Car Tire Insights Update December 2018 for free now. In this update, we talk about the current, December 2018, study, and we offer a preview of the numbers in the car tire market. Which providers score best on the theme scores from the WUA Digital Sales Model, and what can you, as professional in the car tire market, learn from it?n.