Visits to auto garages are rarely a pleasant experience, fraught as they are with jargon-filled descriptions, unclear pricing and less-than-pristine surroundings. Not so at the UK's HiQ chain, which is rebranding itself as the transparent, no-stress fast-fit tire company.
As part of its rebranding (and premiumizing) effort, which launched last year, HiQ promises never to use hidden costs or perform any work without the customer's permission. It also pledges to use only plain, jargon-free English in its communications with customers, and to undergo routine audits to maintain national standards. An online tire finder, meanwhile, lets customers find the tires they want online—without any sales pressure—and book a fitting at their convenience. HiQ's site also offers educational information on buying tires, as well as a do-it-yourself guide. Perhaps most tangible, however, is the new design at the chain's first post-rebranding store in Nottingham, which virtually screams transparency with a clean, black-and-white colour scheme, clearly worded signs and even glass walls that let customers see onto the shop floor themselves.
“The redevelopment of our Nottingham centre reflects extensive research that highlighted what we suspected—that customers are negative about visits to fast-fit centres because premises are dirty, staff are either unhelpful or speak in technical jargon and prices are unclear,” managing director Neil Burrows told Motor Trader.
There's no denying that the auto industry as a whole has been sorely in need of some transparency. Add to that a premiumized experience amid a sea of cost-cutting competitors, and there's no telling how far this competitive advantage might go. One to make universal! (Related: Car dealership catches female fever.)
Website: www.hiqonline.co.uk
Contact: www.hiqonline.co.uk/contact
Spotted by: thecoolhunter.net
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Hi Jared,
I get your point and agree that technobabble is annoying :) However, each buzzword we use is actually a trend name coined by our sister-site trendwatching.com. We almost always link back to trendwatching.com when we mention one of their trends (like "premiumization" in this piece), so that our readers can click for a definition.
We believe trendwatching.com's trends provide a valuable framework for anyone interested in viewing the bigger picture behind the individual business concepts that Springwise presents. I hope that makes sense!
Liesbeth,
It does make sense to some extent. I'm reluctant to fork out so much just to access Trendwatching but that's a personal choice.
Here's a suggestion. Instead of using gobbledegook such as premiumization why not just call it what everyone else calls it, "going premium", "premium niche", etc. At least make sure it's in the English language!
Thanks.
Jared -- for the record -- trendwatching.com's monthly briefings are jam-packed with information and are absolutely free. There's also an annual trend report, which you can buy, but the rest of the info comes at no cost. Just like Springwise ;-)
Technobabble or not, i'm workin on a pitch for a similar service in Brazil and this post was very useful - so thanks a lot, Liesbeth
You're making this site unreadable with all these buzzwords. Please please PLEASE can we lay off the technobabble, I'm tired of cringefying whilst I'm readifying this websitezer.
Jared | February 17, 2008 7:38 PM