We do business with TireRack and have for years. We have been a TireRack installer for almost 15 years. On the average set of tires installed we will get about $82 for installation and tire disposal. We have often sold these customers alignments and sometimes brakes and other repairs. Some of these initial TR customers have became good long term customers. In my mind it is a no brainer. I get customers into my shop that have never been there with no advertising dollars and Tire Rack customers tend to be higher end customers.
We also occassionally purchase tires from Tire Rack. We have a wholesale account with them. On most tires we get about a 10% price break on the tires and shipping over the on line customer. If the tires are in stock in South Bend we have them next day. When we add in installation we don't make our usual margins on the tires but we don't lose money either. You can also pick up some extra dollars by selling them a road hazard warranty if they didn't buy from Tire Rack. In the early days of our shop it was much harder to be competitive with TireRack but shipping costs have risen enough to make it a more level playing field.
Come on guys think about it! Get new higher end customers to come into your shop without spending any advertising dollars to draw them! I would say that at least 50% of the TR customers drive Audi, Merdcedes, Lexus, BMW, etc.
However, it does bug me to know that often I could gave sold the same tires to them at a better price when they add together TireRack, shipping, and installation. What they did was give the profit to UPS instead of to a local business.