More than a name change
March 1st 2010

Handling & Storage Solutions editor Simon Duddy speaks to Interfit md Paul Morey to get the lowdown on the rebranding of the Watts service division

Watts Tyre Group has rebranded its service division as Interfit, which it hopes will establish a position as Europe's leading onsite tyre & wheel services partner to the materials handling market.

The firm has boasted that the move will allow it to offer multi brand tyre fitting services and a new service standard among other innovations.

But why take such a radical step in the first place, especially when Watts already holds a strong market position? Paul Morey, managing director of Interfit, explains: "The Watts name is synonymous with tyre manufacture and, to a degree, that conceals our service portfolio and expertise. The creation of Interfit allows us to do two things – strengthen our service proposition and also refocus the production and distribution side of the business. It would have been very difficult to position Watts Industrial Tyre Services as a multi tyre brand business." For customers, the key benefit that leaps out is choice.

Morey continues: "We believe that customers will benefit from having a choice of products – one of the central parts of the Interfit proposition is 'The Right Tyre' whereby we will always fit the tyre that is right for the customer based on a number of criteria." The criteria identified by Interfit includes the type of truck, the environment in which it works, its operating pattern (such as loads carried, distance driven, hours of use) and factors such as length of lease and budget.

As well as offering more choice, Interfit plans to leverage its considerable experience to understand clients and advise on the right tyre choice.

Interfit will sell all leading brands based upon our customers' requirements.

"Interfit in France is the exclusive distributor for Trelleborg products alongside the Watts range of products; Interfit in Germany will offer two or three leading brands. In each country the offering will reflect local market demands and preferences," says Morey.

He says that while Watts tyres will always form a key part of the product offering,Watts will probably sell fewer own-brand tyres. This is regarded as less important than making sure the customer gets the right tyre for them.

"What matters longer term in that Interfit is regarded as a service business and that everything we do is in the best interests of our customers. By doing this we have the best chance of maintaining our position in the market," adds Morey. "While we want to maintain the success of the Watts range in the UK market, we also want that to be because they are the right products and judged on their merits." While the tyres market is facing a challenging time in terms of prices,Morey believes the buying power of Interfit can bring benefits to customers.

"We will use our buying power to purchase other leading brands at the best possible price and pass savings on to our customers. However, natural rubber is currently at an all time high and this, combined with the weak pound is causing all manufacturers to increase prices. Unfortunately I think the outlook is for price increases in the foreseeable future," he cautions.

Interfit has invested significantly to help bring Interfit about.

In terms of technology, it is developing a new online service portal called I-Fit, which will allow customers to access a range of services and reports online. Services will include booking tyre replacements to analysing costs or product performance for a truck fleet.

"I-Fit will give our customers in-depth access to us as a service partner and will help to significantly reduce our customers' internal administration," says Morey. "We are primarily an onsite service provider and the internet is the ideal tool to arrange tyre fittings and give customers access to fleet information and history." Interfit has also invested in a number of other areas such as service vehicles, fitting equipment and depots. In addition, the firm has invested in staff training to help them make the transition to the rebranded outfit.

The Interfit concept has been rolled out across Europe and Morey says international equipment dealers working with Interfit in each country will see benefits as they themselves become more integrated.

"By bringing together our service businesses in the UK and in continental Europe we will have created Europe's leading tyre and wheel service provider to the materials handling industry.

This will open up future opportunities for pan-European deals with key customers who are increasingly looking for service partners who can offer consistent and common standards, processes and systems across borders," says Morey.

Interfit is not making any rash growth predictions for the UK as the market is already mature and changes in revenue will relate to the materials handling market as a whole. "It would be nice to win new customers," says Morey. "But our prime goal is to maintain our current customer base and service them well.

"Our service standard for Interfit is very simple – Right First Time, Every Time.We aim to deliver a service that meets expectations all of the time whether that is handling a customer enquiry correctly, fitting a tyre or submitting an invoice." The firm says this will be achieved through robust processes and a customer focused approach.

More articles from Interfit Limited: