Can Labels Help Prevent Buyer's Remorse?

Tire Efficiency Consumer Information BETA

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Can Labels Help Prevent Buyer's Remorse?

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Can Labels Help Prevent Buyer’s Remorse?
Moderator, Friday, Nov. 20, 2009, 9:45 AM

Consumer research shows that most replacement tire purchases are unplanned and unresearched, made on the spot with help from sales staff at a garage or other tire retailer. Will consumers who need a quick fix for an unrepairable flat or tires too worn to pass inspection be able to access and understand information on the difference between various fuel efficiency, safety, and durability ratings?

Under NHTSA’s proposed consumer education program, tire retailers will be required to undertake a few simple measures to help disseminate the new ratings information.

First, the new ratings label must remain on the tire until the tire is sold. In addition to the ratings, the label will contain NHTSA’s web address, so consumers can look up more information on the ratings system, and on various tire models’ ratings online.

NPRM Tire Fuel Efficiency Figure 7

Second, tire retailers must display a poster from NHTSA that illustrates and explains the new ratings system and encourages consumers to compare ratings across tires.

Third, tire retailers that have a website would have to add to the new website being developed by the NHTSA, which would consolidate available information on tire efficiency and performances, as well as further educate consumers on the importance of proper tire maintenance.

Will all this actually affect consumer behavior? Should tire retailers be required to do more to help educate consumers on the ratings? Are there more effective ways to reach consumers than the methods NHTSA is currently planning?

HAVE YOUR SAY by replying below or DIG IN to learn more about what NHTSA proposed to require tire retailers and tire manufacturers to do in the new consumer education program.

Tags: upcoming

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Moderator

10:45 am November 21, 2009

What do you think about BarbaraB’s suggestion for a dedicated internet terminal provided by tire retailers? Would an NHTSA-specific “kiosk” be useful to consumers who can’t (or don’t care to) look up tire information on their mobile devices?

FTIQ

7:17 pm November 20, 2009

I agree with BarbaraB about websites only being useful for some customers. Sure, if you realize you need new tires, you can do research online before going and getting them. But if you get a flat tire, put on the spare, and drive right to the tire store for a replacement, you’re not going to swing by home to check out the NHTSA’s website first. Or if you go to get your oil changed or your car inspected and the mechanic points out you need new tires, you’re not going to be able to access the site at that point, unless you have an iPhone or Blackberry. I know retailers will have posters up, so those should contain all the relevant information, rather than expecting people to go check the internet first.

7:16 pm November 20, 2009

Requiring tire manufacturers to have printouts of the ratings is an interesting idea. In the proposed rule, NHTSA specifically asked for suggestions for ensuring that consumers receive the new tire rating information.

Regarding the proposal that the NHTSA adopt an Energy-Star like system in addition to the label, would consumers understand that the Energy-Star like system refers solely to the tire’s fuel efficiency?

NHTSA is also considering whether to include a combined rating that would convert all three metrics on the above label – fuel efficiency, safety, and durability – into one overall rating. Should the agency adopt such a combined rating? Would consumers find a combined rating useful when purchasing replacement tires?

BarbaraB

5:05 pm November 20, 2009

In order for the poster to be beneficial there needs to be a basis for assessing comparative ratings on these three criteria. There should be a printout of ratings at the store for the tires carried by the retailer. Otherwise it is impossible to comparison shop in any intelligible fashion.

Again I would argue for a system like an Energy Star for each of the criteria. As an unsophisticated automobile consumer this would be useful for me. I realize that it may be more difficult for NHTSA to establish an absolute threshold for each star but I strongly doubt if all consumers will make sophisticated ratings- based selections without more simple criteria saying tire A passes the federal fuel efficiency energy star test and tire B does not. I am not arguing against the sliding scale bar graphs as information to be provided. This and an “Energy Star” system would work well together.

Web sites will only benefit consumers who have an i-Phone or other similar device with them at the retail outlet. One solution would be to require a dedicated terminal at a store. Here I imagine retail volume would become an issue before adopting such a requirement.

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