Tyre brand Bridgestone has become the latest retailer to blend digital and physical retail, creating a site that allows customers to gain more rapid access to stores, products and to book garage appointments.
In addition to its tyre manufacturing, Bridgestone is also one of the largest repair networks in the industry, with 17 different brands, such as First Stop, Speedy and Reiff, and present in 36 countries in EMIA. Working with Adobe, the company now hopes to eliminate the stress of vehicle repairs.
For example, Bridgestone will send automated notifications of upcoming maintenance needs directly to a customer’s phone, along with automatic proposals for online appointments and personalised quotes and offers.
Through its “Concierge experience”, which also leverages Adobe technology, Bridgestone will be able to manage every aspect of the repair service, from vehicle pick-up to drop-off, all at the click of a button – meaning each touchpoint guarantees the maximum convenience and efficiency for customers.
Bridgestone typically only sees its customers once or twice a year, so getting each interaction right is vitally important, believes Christophe de Valroger, VP Retail EMIA at Bridgestone. Customers expect these experiences to be convenient, efficient and seamless. They often interact with the company when they’re in need of emergency repairs, which can be stressful – making quality experiences all the more important.
“As the world returns to in-person experiences, customers increasingly expect the connection between their online and offline experiences to be seamless and personal,” adds Luc Dammann, VP & Managing Director, Western Europe at Adobe. “Bridgestone is putting personalisation at the heart of their approach, and this is delivering the kind of standout experiences, both in-store and online, to their millions of customers.”
Bridgestone’s increased focus towards online activity also supports its bid to reduce carbon emissions in 2030 by 50%, compared to 2011 levels, and to become carbon neutral in its shops by 2050, at the latest. Combining its new digital technologies and existing activities across efficiency of the operations, waste management, increased use of environmentally friendly materials, and clean energy, will further the brand’s commitment to meeting its sustainability goals.
