The research measured various aspects of retail performance and service delivery to customers. Retailers in 29 different categories – from airlines to fast food stores – were rated on brand awareness, brand usage, brand perception, product range, product quality, service and value for money.
“While Hi-Q came second to Midas in the category of ‘vehicle accessories’ the two brands do not, in fact, offer the same products or services. Hi-Q achieved a clear first position in the tyre retail segment and scored a fantastic 44% better than its nearest competitor,” said Sean Harrison, Hi-Q Managing Director.
“Hi-Q has already performed outstandingly in terms of brand effectiveness and product range in a number of prestigious surveys this year, so it was particularly satisfying to see that our service and value are also highly regarded. This is an excellent achievement for the youngest brand in the segment – not quite ten years old – and with only the fourth highest share of voice in advertising.”
The retail research is particularly relevant in today’s difficult trading conditions, when spending is under pressure and consumers are more careful about where they shop.
“It is one thing for a brand to make promises but quite another to deliver on them. Our brand’s pay-off line assures customers that we are ‘the one you can trust’ and we consistently deliver on that promise of product quality, great service and value for money. The retail survey reflects that delivery and for that we have to thank our network of more than 170 franchises nationwide.”
Hi-Q’s innovative response to increasingly sophisticated customer demands further confirms its place as South Africa’s tyre retail frontrunner in the fitment industry. Harrison said the network’s introduction of value added products such as rims and protective products would further enhance its one-stop-shop appeal.
The high profile network is also in the throes of an aesthetics revamp that will offer customers a refreshingly modern and professional experience.
”Hi-Q has made it a priority to cater for our customers’ comfort and allow them to remain productive – wireless Internet connectivity will be freely available - and relaxed while they wait.
“We have also introduced a large viewing area – a popular concept in Europe – which helps to maintain close interaction with our customers without them having to get close to the spanners and noise of a workshop. We feel this is important for our customers’ sense of comfort and trust – after all, their car is one of their biggest assets and we want them to be able to see that it is in capable hands.
“These days, a tyre is amongst the most technologically advanced products you will purchase. It really is important that vehicle owners receive trained, practised advice from wheel and tyre experts and that their purchase and service experiences feel good,” Harrison said.
“Hi-Q remains committed to road safety, particularly over the traditionally accident-prone holiday season. During the peak travel period between 15 December and 15 January we encourage all motorists to pop into their nearest Hi-Q franchise for an expert vehicle safety check absolutely free of charge. The tip-top condition of a car’s tyres, shocks, brakes and wheel alignment all play a vital role in ensuring motoring safety, economy and performance.”
