Case Study: Tony's Tyre & Auto Care

From Retailer to Comprehensive Service Provider

Tony's Tyre & Auto Care Snapshot

Tony's Tyre & Auto Care have been keeping Kiwi motorists moving for over 40 years. Since 1982, they have built a reputation based on exceptional customer service, the highest standards of professionalism and the cheapest tyres in town, guaranteed.

With over 40 locations in New Zealand and a network of mobile vans, Tony's, is a name drivers trust for reliable repairs, vehicle servicing and automotive maintenance.

Tony's began to transform their organisation to support an evolution in their customers' changing needs and respond to a highly competitive environment. Recently, Tony's brand evolved from Tony's Tyre Service Limited to Tony's Tyre and Auto Care to drive awareness to their auto service, repair and maintenance offerings.

Tony's then partnered with Switch to create an immersive online experience aimed at redefining what it means to be a modern automotive service provider and to be known as the "Home of Car", showcasing their new brand by leveraging digital solutions.

Powered by a SaaS solution Tony's new website prioritises customer-centric experiences and drives superior business results supporting Tony's vision of becoming the one-stop shop for convenient car care, placing them at the forefront of the NZ digital automotive industry.

  • Sitecore XM Cloud
  • Sitecore Search
  • Design - Information Architecture (IA), Customer Experience (CX)
  • Digital Strategy
  • UX/UI Design
  • Sitewide Search
Tony's Tyre & Auto Care Responsive Showcase
Challenge

Transform the Tony's Website and Provide Customer Focused Experiences That Drive Results

Tony's Tyre & Auto Care website needed an overhaul to showcase its evolved brand as a modern car retailer and address issues caused by legacy technology stacks nearing expiry, creating technical debt that was costly to maintain and evolve.

Tony's new website and the user experience also needed to support Tony's business goals to; grow revenue, increase margin, and reduce the cost to serve whilst improving the overall customer experience.

Therefore, Tony's required a scalable solution to deliver a website that aligned with their evolving brand and next phase of growth.

Tony's Tyre & Auto Care Responsive Showcase

Tony's Tyre & Auto Care collection of mobile snapshots
Solution

Deliver a scalable website to meet business goals using Sitecore composable solutions

We used the key business goals to guide us to build experiences with flexibility, agility and speed to market.

Grow Revenue - Modernise the overall CX and look of the site to build brand awareness, enhance customer loyalty, and attract a broader customer base to increase the adoption of auto servicing.

Increase Margin - Support upsell and cross-sell opportunities through IA and provide highly engaging and personalised experiences utilising key insights into customer interactions.

Reduce Cost to Serve - Streamlines processes empowering stakeholders to easily create, edit and publish content, enable customer self-service to increase business efficiencies and deliver a modern digital platform that provides a comprehensive online customer experience.

Improve CX - Ensure the website delivers superior customer experience by efficiently showcasing store information, and implementing intuitive search capabilities with user-friendly UX for customers seeking local service stores or mobile service vans.

Through design audits, in-depth user research and interactive workshops we produced key elements based on unique transformation needs that served as the foundational building blocks to build a variety of digital solutions with speed, ease and consistency.

Underpinning the transformation was the implementation of key features such as Store finder, Store details, custom forms and the dynamic ‘contact us' function. These elements enabled customers to easily locate information whilst seamlessly guiding them on their digital journey.

Powered by Sitecore's composable solutions; XM Cloud platform and Sitecore Search, Tony's new website supports their vision of becoming the go-to destination for convenient car care.


Key features include:

  • Store Finder
    To highlight each property in the most An easy-to-use search function that enables customers to easily input their location and locate their closest service centre or mobile van, view contact details, service types and trading hours, facilitating a seamless online-to-offline experience.

  • Store Details
    A visually appealing and easy-to-consume landing page for each physical or mobile store detailing essential information such as key services, FAQs, special offers and contact details that guide customers to engage with their preferred store via their preferred method of contact.

  • Dynamic Contact Us Function
    A dynamic "Contact Us" function that adjusts in real-time: displaying the call centre number during trading hours, live chat when active, and an enquiry form after hours, ensuring accessibility and support around the clock.

  • Custom Forms
    Each form aligns with Tony's brand and is integrated into the website to direct data and information to the specific Tony's store or department it is intended for.


Result

A dynamic digital platform enhancing the user experience

Tony's Tyre & Auto Care's new website reflects their new brand profile showcasing their evolution from retailer to service provider. It not only delivers exceptional digital services also upholds it's reputation of delivering exceptional customer service.

Customers are now met with a beautifully designed, intuitive and user-friendly website that seamlessly guides them through the website and places their auto service, repair and maintenance offerings at the forefront. The development of useful online tools also creates avenues for customers to interact with Tony's outside of business hours further increasing customer satisfaction.

Looking ahead, Tony's and Switch have developed a roadmap for future implementations adding new digital features that will further enhance the customer experience and streamline processes from search through to fulfilment.

Key Metrics

  • 18% increase in website views
  • 31% increase in new users
  • 116% increase in "quote" conversions (YOY)
  • 19% increase in engaged sessions
  • 50% increase in auto servicing revenue (YOY)
  • Positive Customer Feedback via surveys
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