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Vardy sets sights on tyre sector

Reg Vardy has stepped into the highly competitive fast-fit market with the introduction of tyre fitting services at its franchised dealers.

The move aims to offer customers a “one stop shop”, maximising convenience and inclusivity of the services offered.

According to Steve Dunn, Reg Vardy’s newly appointed tyre development manager and former Michelin executive, roll-out costs will be kept to a minimum, by targeting existing customers via cost-effective marketing methods.

“We already have a huge existing captive market of customers using our services,” says Dunn, “Our aim is to target this substantial customer base and convince them we can meet their full motoring needs.”

Methods are expected to include banners on drive-by sites, A-boards and internal reminders of the inclusive service.

All 93 Vardy dealers will offer the service by the end of the year. Dunn believes competitive pricing and convenience will make the service an attractive proposition for customers.

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