Client Impact: Retail
Bridgestone-Firestone Profile
Bridgestone-Firestone is a global leader in tire and rubber production, with over 139,000 employees worldwide and 2,000 stores in the United States alone. Bridgestone Corporation is also internationally recognized for retreading initiatives, as well as building and industrial materials such as natural rubber, fibers, and textiles. At the core of Bridgestone-Firestone's business strategy is superior quality and exceptional customer service, combined with a longstanding commitment to social responsibility and environmental protection.
"8.1% increase in sales... $14,000 per store average profit increase across 2,100 stores. It's absolutely worth the investment."
Bill Perdew
-COO
The Opportunity
Bridgestone-Firestone offers a unique combination of services to each customer; including tire, maintenance, and repair services. In an effort to optimize in-store operations and marketing return on investment, Bridgestone-Firestone engaged in a new initiative with QualPro to create exceptional customer experience and drive purchasing behavior within its retail stores.
The Approach
The QualPro process begins with idea generation from every level of the client organization. In Bridgestone-Firestones' case, this meant a nationwide search from over 2,000 brick-and-mortar locations and 829 ideas for success. QualPro consultants narrowed the original list of 36 factors, including ideas related to marketing, operations, and other key customer areas. Of the 36 factors tested, 7 proved to be statistically significant in driving purchasing behavior. QualPro communicated learnings from the engagement and recommended specific actions to execute positive factors related to employee behaviors, product offerings, and marketing messaging.
The Impact
QualPro helped Bridgestone-Firestone realize annual sales-per-store growth of $22,000 and profit margin increases of $14,000 - equivalent to a $44 million nationwide annual sales increase. The combined results led to an 8% industry gain for Bridgestone-Firestone at a time when competitors saw 8-10% market losses.
