The list of things that people would rather do than purchase new tires is a colorful read.

A lack of knowledge breeds an innate distrust of the entire sales process for the customer, which is too often exacerbated by having no choice but to buy new tires, which when coupled with a questionable dealer experience arouses an even deeper contempt in the customer’s mind.

How do you sell something that no one ever, ever wants to buy?

The first thing we had to address was the consumer's inability to identify the appropriate tires for their car. We resolved this by creating a super charged search function that also doubled as a step-by-step assisted shopping experience. The end result would be only tires that would fit your car sorted by their primary feature.

Then we established a new voice, moving away from the traditional industry narrative which was loaded with jargon and confusing technical landmines that tripped up even our more savvy customers.

Instead, we focused on education and technology-based benefits and eliminated the scare tactics used to equate the wrong tires to tragedy.

Next, we brought live consultation to the site. Using live video conferencing (or chat), consumers would speak to a consultant using video chat technology allowing the consultant to guide them or simply walk their device/computer to the car and allow them to identify the right product.