Buying new tyres? It's a significant investment. And in a market where budget alternatives are gaining ground, the relationship between premium brands and their retailers is crucial. Bridgestone, the world's second-largest tyre manufacturer, doesn't sell directly to consumers. The decision of which brand ends up on a vehicle lies with the retailer. Together with iO, Bridgestone developed a unique approach: annual retailer website audits that elevate the entire European network.
Annual evaluation of 120+ retailer websites across Europe
Objective benchmark based on 150 criteria
Gold and Silver labels as recognition and motivation
Strategic partnership instead of transactional relationship
Win-win-win: benefits for brand, retailer, and consumer
The challenge
How do you create a measurable system as a b2b2c manufacturer that objectively evaluates retailer websites, without direct control over those websites?
The solution
An annual retailer website audit programme that helps retailers grow digitally, provides Bridgestone with valuable market insights, and delivers a better shopping experience for consumers.
Who is Bridgestone?
Bridgestone is a global leader in premium tyres with the second-largest market share worldwide. Their mission — "Serving Society with Superior Quality" — focuses on delivering unparalleled value to users and partners.
We've been working with Bridgestone for over six years to strengthen their retailer network. This long-term collaboration not only improves the quality of our audits but also provides Bridgestone with valuable insights into their retailers' development over time. Each year, starting in Q4, we conduct audits to refine strategies and ensure continuous improvement.
The challenge: balancing brand and retailer
As a b2b2c manufacturer, Bridgestone occupies a unique position. Communicate directly to end customers? You bypass the retailer. But without clear brand communication, you have limited control over what consumers know and think about your brand.
The solution lies in the middle ground: supporting retailers so they perform better. When retailer websites improve, everyone wins — the consumer, the retailer, and Bridgestone.
Why retailer website audits work
Many tyre centres and retailers are traditional businesses with limited digital expertise. Their websites are often maintained by an IT person or small internal team, alongside their daily responsibilities.
Bridgestone saw this as an opportunity to add real value as a partner. Together with iO, we review approximately 120 retailer websites across Europe each year. Not to control, but to support.
150 criteria for an objective benchmark
What makes our retailer website audits unique? The depth. We evaluate each website based on 150 objective criteria, including:
SEO performance and online visibilityConversion rate optimisation (CRO)User experience (UX) and navigationCustomer service and contact optionsGDPR compliance and privacySustainability aspects
This reveals whether users can easily find their way around. Is there a clear flow to book appointments? How does the website perform compared to European competitors?
Gold and Silver labels as motivation
Based on audit scores, retailers receive a Gold or Silver label they can display on their website. This isn't just recognition of their digital performance — it's motivation to keep improving.
The label makes performance visible and creates healthy competition within the retailer network. Retailers see exactly where they stand and what's needed to reach the next level.
Triple value: brand, retailer, and consumer
The benefits of this programme extend far beyond Bridgestone alone:
For Bridgestone: Market insights no competitor has, year-on-year retailer evolution across Europe, visibility into which retailers invest in digital optimisation, stronger relationship with the retailer networkFor retailers: Concrete improvement points for their digital platforms, prestigious Gold or Silver label for strong performance, better online visibility and conversion, strategic support instead of just transactionsFor end users: Better online shopping experience, clearer product information, improved customer service
The numbers
1+
Retailer audits per year
1
Objective evaluation criteria
1+
Years of partnership
1
Core retailers with Gold or Silver label
The impact
Thanks to the annual retailer website audits, Bridgestone now has unique market insights that no competitor possesses. The programme transformed the relationship with retailers from purely transactional to strategic partnership. Retailers invest more actively in their digital presence, consumers find what they're looking for faster, and Bridgestone strengthens its position as a premium brand. The collaboration continues to evolve: each year we refine the criteria and expand the scope.
