MICHELIN footwear sold in the tyre channel

Mexican footwear licensee, Comercer has recently broken the mould and gained entry into the tyre channel to sell MICHELIN footwear.

It all started with a successful gift with purchase promotion, when a pair of MICHELIN boots was offered to people buying a full set of MICHELIN truck tyres and gathered pace from that moment onwards. The demand for footwear was so great that the originally acquired stock for the promotion ran out and tyre dealers started to contact Comercer directly so that they could order more of the MICHELIN boots. This then lead to Eurollantas de San Luis, a tire distributor in Mexico, contacting Comercer to develop a program to introduce the MICHELIN boots as a product to be sold in their stores independent of tyres and previous promotions.

Comercer has recently broken the mould and gained entry into the tyre channel to sell MICHELIN footwear.

A testing period was conducted, with Comercer providing merchandising units for the six styles of boots to be displayed in three Eurollantas stores for a nine month period. The test proved successful and in November 2013, Comercer and Eurollantas got to the next phase of the project with Eurollantas listing the MICHELIN boots in an additional five stores, and started actively promoting the products.