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Genuine’s approach to building mobile websites and applications is to drive the user to action. Simply optimizing an existing website and replicating its content for mobile devices are not enough – in fact it often times is just too much.
Many of Sullivan Tire’s customers need auto service or tire repair at a moment’s notice; when they’re on the road and in a pinch. To cater to this audience, which relies more and more on their smartphone, Sullivan was looking to create an easy-to-use experience for users needing to quickly access geo-targeted contact information for Sullivan Tire’s growing line of stores.
With quick access to pertinent store info paramount, Genuine created a mobile website that allows users to get from the home page to on the phone with a Sullivan Tire store location in just two clicks. A user can also easily get driving directions to any store, contact Sullivan’s call center, and access exclusive sales available only on the mobile website. This Specials section has laid the foundation for mobile advertising campaigns that enables the user to receive discounts using e-coupons that can be redeemed in store at the point of purchase.
Sullivan Tire saw a 20 percent increase in calls to specific locations after the mobile site launched.
Sullivan Tire’s bold new interface underscores their ever-present, ready-to-go attitude. But Genuine wanted to back up the look with a powerful new tire search driven by the needs of Sullivan Tire’s consumers.
Sullivan Tire needed two key features to succeed on the Web: a powerful online pricing and lead generation tool, and a more robust method for searching for tires online. Genuine also saw an opportunity to strengthen the tire company’s web presence through enhanced online marketing.
Just as Sullivan Tire’s needs were twofold, Genuine’s approach was two-pronged: We provided an engaging and creative new interface for the end user while building powerful integrations in the back end. We featured an interactive, Flash-based, behind-the-wheel front page design and streamlined navigation to guide the user seamlessly from point of origin to intended destination.
Behind the scenes, we optimized Sullivan’s tire search functionality to improve speed and efficiency, while creating an online tool that provides a tire diagnosis in real time. Our back-end developers created a LINQ-based searching and filtering module that queried a cached dataset in .NET which we parsed nightly into an XML dataset. Our goal was to cater to users’ needs by minimizing distractions and maximizing usability through carefully designed site architecture.