Sullivan Tire

Changing the way
we change our tires

There’s little brand loyalty when it comes to buying and installing new tires. For Sullivan Tire – a national chain looking to scale their business beyond tire replacement – the challenge was to establish loyalty among reluctant tire shoppers and turn them into brand loyalists for all of their auto needs.

laptop computer showing the new Sullivan home page

The Insight

People love their cars, but they hate taking care of them – especially having the tires replaced. The cost, confusion and unpredictable time commitment makes the process painful. If Sullivan Tire’s experience was consumer-first, they could become people’s first choice for tire replacement and more.

The Solution

We changed the process and changed peoples’ minds about the brand. Genuine designed and programmed a new mobile for Sullivan Tire that reduced pain points through personalization. We made it possible to book appointments through the new site, allowing customers more control over their time commitments and schedules. And we personalized and optimized every on-site experience, elevating a business transaction into something that felt more like the beginning of a relationship.

The Results

Reluctant customers have become returning clients. And that’s not all. We’ve seen:

  • A 48% increase in average tire replacement and auto service appointments per day.
  • 36% of appointments made via a mobile device, a feature that didn't exist on the previous site.
  • Use sentiment on social exploded with hundreds of positive comments about the new booking functionality.

Award Wins

  • 2017

    W3 Awards

    Automotive Category
    Silver

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