Almost half of e-tail tyre recommendations are in the mid-range sector, according to Encircle data collected between January and August 2009

With 70 per cent of us now having access to the Internet, and consumers making an average of 2.1 virtual purchases a month, maintaining the right online presence is as important as ever. According to the 2009 Oxford Internet Survey, the two most common online activities are researching product purchases and actually buying them (about 80 per cent of web users having done each). However with a multitude of distractions out there in cyberspace, tyre businesses have developed complex e-marketing strategies designed to lure customers to their sites with low prices, before up-selling them onto more expensive products. Some of the clearest evidence to date shows that the Internet is an increasingly competitive mid-range market, not a budget bargain basement as some say. Comparing online price monitoring data with the results of market research conducted by Encircle Marketing shows that national fast fits continue to be the most expensive places to buy, with tyres costing £86.22 between January and August 2009. No surprises there. The fact that tyres are cheapest at pure e-tailers (£65.91) on average, won’t surprise many either. In fact, with the exception of average prices at autocentres rising to meet those at car dealerships (£78.68 and £79.18 respectively) the pattern is pretty much the same as it was last year... Please login below.

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