When Sumitomo Rubber South Africa’s (SRSA) flagship store – Dunlop Retail and Technical Centre in Westville – first opened its doors in November 2022, its purpose was to serve as a fully operational testing ground for product positioning, customer service and training. Presently, this premium outlet continues to set the benchmark within their network, with notable growth largely generated through customer experience, referrals and repeat business. We caught up with Kimeshen Raman, Dunlop Retail Store Manager, to find out what makes their store a cut above the rest.
Tell us more about your flagship store and how it is changing the face of the retail side of business for SRSA (Dunlop).
This flagship store was established with a number of objectives in mind. We recognised the need for a reputable test operation to help us understand the market better, to pilot business strategy, and provide training to both our dealer network, (of which there are over 300 nationwide), as well as to newcomers entering the company.
The training at Dunlop Westville sets us up to drive our Dunlop brand and product value proposition, which includes the sale of our twelve-month insurance policy, Dunlop Sure, with every purchase of a Dunlop tyre. Encompassing an all-road hazard guarantee together with a mileage warranty, Dunlop Sure is being favourably received by a growing number of customers, and we believe this is due to the peace of mind it gives consumers, especially given the worsening state of our roads. This all ties into our approach that ‘that the sale of a tyre should be about safety and its value, rather than just the price’.
What other initiatives are in place?
Everyone that enters our store is offered a complete, complimentary vehicle safety check, during which we inspect a host of various vehicle components, such as brakes, shock absorbers, windscreen wipers.
A service that has gone a long way towards building our respected reputation in the market. Upskilling our staff by furnishing them with both theory and practical skills is not only helping to educate and empower the consumer, but also creating industry experts, which is vital to our industry. We offer a comfortable waiting area, complete with a coffee kiosk, wi-fi and kiddies corner.
The look and feel of the waiting area is vitally important in retail ensuring a comfortable waiting experience while we take care of your vehicle.
Would you say that most of the growth in your business is due mainly to referrals?
Yes, very much so. Historically, wordof-mouth remains the best marketer and repeat business is what every store strives for. But we also embark on dedicated campaigns and competitions via the local press to attract new customers.
Are there plans to introduce a similar flagship store?
The Westville store is not about positioning itself above any other dealer store. Rather, it acts as a test bed to address common issues relevant to all, such as product positioning, skills and business solutions, that can be effectively implemented across the entire dealer network.
It has assisted in providing valuable retail insights, mainly the importance of selling our products and services according to our Dunlop value proposition and avoiding the market trend to sell only on price.
How are cheap foreign imports from China impacting your business, if at all?
Undoubtedly, cheap imports that avoid customs and inspections have an impact on us, and the industry as a whole. We simply cannot compete on price of these tyres in the market. We choose to hold our brand high despite the impact. Ironically, we are always the first port of call for purchasers of these tyres, who might begin experiencing a series of issues, among them, wheel balancing, wheel alignment and irregular wear.
They come to us, asking us to resolve these issues, which we try to do to the best of our ability. We have secured repeat business by doing this, with these customers being our best advocates and spreading the word around the dangers of fitting sub-standard tyres to their vehicles.
We also empower our customers with tyre knowledge such as the importance of speed ratings, applications etc. so that they understand the safety aspect it has on their life, their loved ones and other motorists when they are on the road.
