POP-UP Store Pilot Sport 4


In 2016 MICHELIN, leading manufacturer on the French market, launched the new tire PILOT SPORT 4.

For the first time ever for a tire manufacturer in France and as a crucial step in its e-Commerce strategy, MICHELIN decides to address the web channel.

The objective is twofold :

  • Offer a new online shopping experience to internet users

  • Test online direct selling of tires


With its strong e-Commerce experience through POPGOM websites, TYREDATING is appointed by MICHELIN to develop and operate its POP-UP STORE.

The PILOT SPORT 4 website pilotsport4.michelin.fr was launched in March 2016, for an initial duration of 3 months.

Mains features :

  • Fully responsive website

  • Appointement management for fitting in centers or at home with selected partners

  • Exclusive online services: “satisfied or your money back” warranty, Insurance and assistance, Live Chat with a Michelin expert …
  • Innovative order funnel

MICHELIN relies on TYREDATING to operate the Pilot Sport 4 website, which means on the one hand to monitore the customer relationship, and on the other hand to manage the operations related to a website activity :

  • Customer support achieved by Tyredating’s internal call-center

  • Appointment management with fitting centers

  • Claims management
  • Tires returns management in case of ordering error or cancelation
  • Fraud management


“It is a real trial run for us. This could become an event scheme to support other products launches or become a permenant scheme. device. We will learn from these 3-months of online”

Olivier Dacquin, Sales Manager France – Michelin

The PILOT SPORT 4 website has been online for more than a year, as a testimony of this first test’s success.