Bridgestone Store of the Future
INDUSTRY:
AUTOMOTIVE
CLIENT:
BRIDGESTONE/FIRESTONE
EXECUTION:
RETAIL TRANSFORMATION
giving drivers the power to steer the experience.
We teamed up with Bridgestone to reimagine what it means to buy tires—transforming a stressful, low-trust errand into a modern retail experience driven by clarity, control, and brand confidence. Inside Lane, the pilot program we created, introduced a seamless digital journey across devices and in-store touchpoints, bringing transparency and ease to a process that hadn’t evolved in decades.
challenge.
Buying tires is one of the least-loved retail errands. Most people don’t understand what they need, don’t trust the mechanic, and don’t see a single tire brand as meaningfully different. The entire experience feels like pulling teeth—but with less explanation.
Bridgestone set out to change that. They asked us to help pilot a new kind of experience, one that would shift the perception of tire shopping from intimidating to empowering.
The Insight
People don’t want to become tire experts. They just want to feel confident they’re making the right choice—and not being taken for a ride.
solution.
Inside Lane — a retail concept designed to put drivers in the driver’s seat.
We partnered with Bridgestone to build the Store of the Future: a transparent, digital-first experience that demystifies tires, supports sales staff, and gives customers real control.
How It Worked
A motion-activated wall (leveraging Microsoft Kinect sensors) let customers explore tire options in an engaging, self-guided way.
A co-shopping tablet app empowered sales associates to walk through options side-by-side with customers, creating a more consultative dynamic.
A web and mobile platform allowed customers to research, book appointments, and get personalized tire recommendations based on their driving style and vehicle.
result.
With Inside Lane, we didn’t just sell more tires—we helped reshape how people feel about buying them.
The pilot program exceeded expectations:
20% sales lift for Bridgestone and Firestone products
1st to market with a true omni-channel tire shopping experience
Improved customer satisfaction and brand perception
Bridgestone didn’t just upgrade their store. They reinvented trust.
Why It Matters
Inside Lane transformed one of retail’s least-loved errands into a smoother ride. By empowering customers with knowledge and control, Bridgestone turned skeptics into believers—and turned stores into destinations.
Project
Retail Transformation
Omnichannel Strategy
Store of the Future
Role
Practice Lead
Sales & Vision Lead
Experience Strategy Director
Product Strategy
