“Do you have it? When can I get it? And how much is it?” When tire dealers have these questions, they often turn to ATD. Like everyone else in the industry, ATD has a website that allows dealers to search and purchase products. The only problem: you can’t bring a desktop computer out to a car. ATD wanted to leverage its online database to build a robust mobile app unlike anything else on the market.
The new app allows dealers to step out from behind the desk and search in two different ways: by product information (tire/wheel size, supplier numbers, brands, etc.) or by guided vehicle search. Dealers can even perform a license plate scan with their device’s camera to easily identify all products that are compatible with a customer’s car or truck.
Customer reps can easily toggle back and forth between wheels and tires within a single search. The app allows customers to dive deeper into product details, see exactly what new wheels will look like on their vehicles, and highlight products with dealer marketing incentives or consumer rebates. Plus, dealers can hide confidential details, like wholesale prices. And once a customer selects a product, the dealer can easily order it, view order history, and create stock lists—right on the spot. Built-in Google Analytics allows ATD to break down every transaction, generating valuable information for future improvements. And to sweeten the ride, dealers have the ability to add some of their unique branding elements to the app.
To optimize the app’s design and development, ATD engaged real-world dealer testers. By quickly acting on their feedback, ATD turned this core group of testers into real brand advocates—which significantly bolstered early adoption. Shortly after launch, nearly 9,000 dealers are using the app and seeing a 9.2% conversion rate, which is equal to the standard desktop approach.