Exploring alternative distribution channels

The retail world is fast moving and constantly evolving. We have seen shifts between in-store high street shopping and on-line shopping and back again, and also an increase in researching on-line and buying off-line. It’s true for both the tyre world and for Michelin licensed products.

However, recent events have once again driven on-line and less traditional retail sales channels upwards and MLL are reacting to these changes.

A study exploring the potential of alternative distribution channels such as TV shopping and e-commerce giant, Amazon, highlighted the benefits of such channels to the Michelin vehicle accessories business specifically, and their future roles in our business.

Many of our licensees sell their products through Amazon so they are easier to access for you and other consumers and there will be a drive to increase availability from this platform as the ‘go to’ e-commerce store.

We also hope to trial TV shopping globally, but in the UK and China they are already ahead of the game

Michelin screen wash sold out in 6 minutes following their QVC broadcast last year, that’s a whopping 1200 packs!

See the show here: https://www.qvcuk.com/Michelin-Screenwash-With-9-Eco-Tablets.product.520095.html?sc=PSCH&qq=mh&

In China, the MLL team teamed up with Michelin tyre marketing team to live stream a product showcase on JD.com and Tmall.com, Chinas biggest e-commerce stores and where the products are available to buy. The broadcast was presented by Michelin employees and attracted over 100,000 viewers!