The Koroit Street premises opened last week and offers customers the ability to view and order products in store or online from home.

South-west franchisee Mary Timms said the store offered a fresh, new industry approach and overall customer service and experience.

Jax Tyres is a franchise with 86 stores nationwide and specialises in the sale and service of tyres, wheels, brakes, suspension and alignment for passenger cars.

A touch screen in the reception allows customers to search tyre products and view a selection of nine brands across three pricepoint ranges, allowing customers to see what is on sale and the regular retail price.

Mrs Timms said customers buying wheels could enter their car details and colour and it brings up an image of the car with the different rims to suit that model that are available. 

"It gives you a visual and it's something very new to the tyre industry and something very specific to Jax," she said. 

She said the online data was checked overnight to match competitor pricing and the store provided 

She said the technology and the way it interacted with customers was a definite point of difference. 

"We have a full range of brands. We're not specific to one brand of tyres and the full range can be seen on the website," Mrs Timms said.

"Our website has all the pricing on it, you can book online and choose Warrnambool as your store. If we've got the tyres it books the customer in the next day. 

"If we don't have the tyres in stock, it books them in in a couple of days' time and we get an alert that someone wants those tyres.

Customers can opt to have their tyres filled with nitrogen instead of air which she said was popular with customers.

"Because nitrogen molecules are bigger, you don't have to check your pressures as much and tyre tread lasts longer because your inflation remains more constant," she said.

The business came about after she visited the Geelong store and was impressed with its clean image and the technology behind it. 

"We thought Warrnambool didn't have a tyre shop like that and we had this building which we thought was a great central location and it's close to the shops for people to drop their cars off."

The new store employs three qualified tyre fitters and mechanics, with more than 30 years combined experience, and an apprentice mechanic. Mrs Timms said she would look at employing another person as the business became established. 

She said the former AWM Electrical premises was overhauled to include a new reception area and it was re-painted, re-wired and fitted out with the latest state-of-the-art equipment, which the staff have been trained in. 

The franchise which she said was locally owned and operated is open six days-a-week.

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