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When, in 2014, Blackcircles discovered that car parts and accessories were one of the most popular categories among eBay’s 175 million worldwide users, they adopted an omnichannel approach to retailing which rapidly paid off.
Blackcircles is the UK’s largest online tyre retailer offering savings of up to 40% versus high street fast-fit centres. The company operates a franchise network of over 2,000 independent tyre fitting centres and has a long association with Tesco enabling their customers to have new tyres fitted while they’re shopping.
Blackcircles commissed 247 Commerce to create and launch a dedicated eBay store to expand the company’s sales channels and reach a customer segment who frequently visit eBay to access great value and convenience.
247 Commerce designed a storefront for Blackcircle’s new eBay store and a product listing page which precisely matched the storefront.
We further customised the store with search refinements for tyre brand, size, type and speed ratings.
To connect the new Ebay store with Blackcircle’s ERP system, we deployed 247 ClouHub, our proprietary Integration Platform as a Service (IPaaS) solution, and used FTP protocols to push stock updates to the eBay store and orders from the store to Blackcircle’s warehouse management system for fulfilment.
Blackcircle’s new eBay store immediately started generating strong interest, quickly building customer orders for visits to their network of 1,700 click and fit locations nationwide.
For management, this proved that eBay was an extremely efficient channel for reaching motorists who are in-market for replacement car tyres.
We’d seamlessly integrated the new eBay store with Blackcircle’s ERP system, and automated stock and order management workflows using 247 CloudHub to facilitate the interaction between the two systems.
Blackcircles’ eBay store remains a key revenue and profit generator for the company, playing a complimentary role to it’s main website in generating customers for appointments at it’s network of UK fitting centres.