Most of Black Circles’ customers are boy racers, or man racers as I like to call them. That’s a hard demographic to pin down. The boffins at Blackcircles.com have worked out that our target audience only buy tyres ten stages down the internet shopping cycle. That’s after they’ve bought a CD, booked a holiday, set up online banking etc. I don’t want to wait that long, so I’ve joined forces with Emap to give them a little nudge. It’s been six years since I founded the company and Blackcircles.com is still a relatively unknown brand. Emap’s Max Power and Car magazines are big titles with a circulation of over 140,000 between them, readers that will convert very easily to Black Circles consumers and help take the company to the next level. It’s a fair exchange. Emap are actively selling to their customers through the internet, converting to a retail model, with zero risk to them. Partnering with Black Circles is a safe bet for them; we’ve been growing at 200 per cent year-on-year and sales reached £7m in 2006. The Blackcircles.com business model works like this: we partner with wholesalers and manufacturers to buy in stock as and when it’s needed, and we get it up to 40 per cent cheaper than the high street brands. There are over 970 Blackcircles.com franchise outlets across the UK – garages where the tyres are fitted. Customers pick their nearest garage, choose a time, and the job’s done. The Emap deal saw the launch of a branded online tyre shop earlier this year, “powered by Blackcircles.com” in the exact style of the magazine’s individual websites. It’s a contra deal, with Emap receiving a small percentage of revenue from the sites. Emap gives its readers the best bang for their buck, and I get access to the one million motoring consumers visiting the websites. The exposure is incalculable. I expect a minimum 20 per cent increase in sales as a result of the deal. Customers who shop with Black Circles are extremely loyal: 25 per cent of sales each month come from repeat buyers. The average purchase value is around £200 for a couple of tyres, so with all the extra punters coming in, turnover will hit £10m this year. Picture source
We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept”, you consent to the use of ALL the cookies.
This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.