Bridgestone

How Bridgestone's digital strategy helps retailers excel

Bridgestone
Website Optimalisations
Digital Strategy -
Digital Transformation -
Conversion Rate Optimisation (CRO) -

Getting new tyres fitted can be an expensive affair. With increasing price pressure in the market, budget alternatives are gaining ground. As a premium tyre brand and B2B2C manufacturer Bridgestone relies on maintaining robust relationships with retailers, who ultimately decide which tyres consumers will purchase.

  • Audit development, evaluation, and improvement. 

  • Creating competitive advantages. 

  • Increasing sales through digital optimisation. 

  • Benchmarking European retailers. 

Bridgestone x iO: a long-term partnership delivering results

Bridgestone, a leader in premium tyres with the world's second-largest market share, partners with tyre centres and retailers to reach consumers. Their mission, "Serving Society with Superior Quality," focuses on delivering unmatched value to both users and partners.  

For over six years, iO has collaborated with Bridgestone to enhance their retail network. This enduring partnership not only boosts the quality of our retailer audits but also provides Bridgestone with crucial insights into retailer progress. 

Challenge

Develop a measurable system to objectively assess retailer websites' digital performance, despite not having direct control over them.

Solution

Empower retailers to enhance their digital growth, providing Bridgestone with valuable insights while ensuring customers receive an improved shopping experience.

Between a rock and a hard place?

Bridgestone faces the constant challenge of promoting its brand to end users while keeping retailers satisfied. Direct consumer communication may bypass retailers, but insufficient outreach leaves little control over brand perception. 

iO assists Bridgestone through a balanced approach: we review around 120 retailer websites annually, enhancing them to benefit the consumer, the retailer, and Bridgestone alike. 

A unique approach to retailers

Many retailers and tyre centres are quite traditional businesses with limited digital expertise. Their websites? They're often maintained by an IT person or a small internal team managing the site on top of their busy schedules. 

Bridgestone saw an opportunity to support their retailers further, as a partner. Together with iO, they review around 120 retailer websites across Europe annually. This benefits three parties: the consumer, the retailer, and Bridgestone themselves. 

Each year, starting in Q4, we conduct audits to refine strategies and ensure continuous improvements. 

150 Criteria for objective benchmarking

Our enduring partnership not only boosts the quality of our retailer audits but also provides Bridgestone with crucial insights into retailer progress. Of course, to obtain the correct insights we need to ask the right questions. And that’s no small matter, in Bridgestone’s case.  

Conducting website audits doesn't sound all that original until you consider our comprehensive evaluations across Europe, using 150 criteria such as: 

  • SEO-performance 

  • Conversion rate optimisation (CRO) 

  • User experience (UX) 

  • Customer service 

  • GDPR-compliance 

  • Sustainability factors 

This helps us determine website navigability, appointment booking flow, online visibility, and competitive standing among European counterparts. 

Retailers showcasing Bridgestone's Gold or Silver labels on their websites are not just recognised for their digital performance but are encouraged to continually improve. 

Benefits for all parties

Bridgestone benefits as a partner enhancing retailer websites, strengthening relationships, and promoting better communication of their brand. Retailers gain actionable insights for enhancement, earning prestigious Gold or Silver labels that boost website conversion rates. Consumers enjoy improved web experiences and easier access to information—resulting in a win-win-win scenario. 

Or to sum these benefits up: 

For Bridgestone: 

  • Unique market insights 

  • Monitoring retailer development 

  • Understanding investments in website optimisation 

For retailers: 

  • Identifying digital platform improvement areas 

  • Earning Gold or Silver labels 

  • Enhanced online visibility and conversion 

For end users: 

  • Improved shopping experience 

  • Clearer product information 

  • Better customer service 

Results & highlights

120+
retailer audits annually
150
objective criteria
6+
years of partnership
15
core retailers get recognition

Is your company ready to develop a strategy that drives noticeable improvements and results?

We're excited to see how we can help you.

business@iodigital.com