Tire Discounters
Brief
Tire Discounters is a leading automotive service and tire retailer with 200+ locations across the U.S. They serve both B2C and B2B customers, offering everything from tire sales to service scheduling, and fleet solutions. While their in-store experience had earned customer loyalty, but their digital presence was fragmented and falling behind. They needed a modern ecommerce platform and a digital strategy overhaul that reflected the speed, trust, and expertise of their brand.
WHY:
Tire Discounters’ ecommerce website had become a roadblock to growth. Their previous platform created inefficiencies for both customers and internal teams. Key challenges included:
High (and different!) requirements for both B2C and B2B user journeys, buying personas, and operations, consolidated onto one site.
Fragmented systems and data, leading to pricing and inventory inconsistencies.
Manual, error-prone appointment scheduling that slowed down customer booking.
Outdated site and SEO issues hurting visibility and conversions.
Clunky product search that made it hard for customers to find the right tires and services.
In short: their online experience wasn’t matching the customer-first service they deliver in-store.
HOW:
Irish Titan partnered with Tire Discounters to overhaul their entire digital experience. Shopify Plus was selected. We focused first on creating a strong foundation while ensuring scalability for future growth. All this in a 7-month timeline, on time and under budget.
Key elements of our approach included:
Replatforming from Drupal to Shopify Plus, consolidating content and workflows.
Implementing a mobile-first UX/CRO, aligned with both B2C and useful for B2B customer shopping behaviors.
Integrating a parts finder, location finder for 200+ stores, which triggers custom, store-specific PLPs and pricing/deals.
Multi-Marketplace for their other brands under a multi-storefront setup in Shopify
Centralizing product data through integrations with best-in-class partners.
Improving product discovery with a fitment finder tailored for automotive needs.
Designing a custom checkout flow to capture service appointments instead of only transactions.
Building a roadmap for future enhancements, ensuring the platform can evolve with the business.
Homepage UX Changes
USER EXPERIENCE:
Tire Discounters was looking to make it easy for customers to shop, which meant modernizing the design of their website, condensing the click journey, and considering how all their target demographics and personas would be using their site. Using best practices and data based on their target demographics and past customer experiences, Irish Titan worked with Tire Discounters to create a clear, concise user journey and experience within their new Shopify website.
A rebuilt analytics framework with structured GA4 event taxonomy and a clean data layer, enabling accurate tracking across fitment, location-specific pricing, and appointment-based checkout flows
Fitment Finder
WHAT:
Fragmented no more. We delivered a modern, secure, and scalable Shopify Plus site with:
A refreshed design that reflects Tire Discounters’ brand differentiation.
Custom cart functionality required by their business processes. Not an easy undertaking on Shopify.
Streamlined navigation and mobile-first user experience.
Fitment search functionality, helping customers quickly find tires and wheels they are SURE will fit their vehicles.
A custom appointment-focused checkout flow, integrated with scheduling systems. No more manual processes
Centralized product, pricing, and inventory management for consistency across locations.
An SEO migration plan to preserve and grow organic performance.
Compliance and accessibility measures to ensure ADA, GDPR, and CCPA readiness.
This Tire Discounters Shopify integration aims to deliver a personalized, location-specific ecommerce experience. By implementing a custom middleware solution integrated with the existing Omni platform, we can support complex promotional logic, including bundling, time-limited offers, and location-specific discounts, that Shopify’s native tools cannot fully handle. This solution ensures the flexibility needed for Tire Discounters’ business requirements while providing a scalable and maintainable platform for future growth.
RESULTS:
Tire Discounters saw powerful results from this project. Overall Engagement is up, up, UP Clicks, new users are all trending up, and engaged sessions are shorter because people are getting what they need on the site faster!
Appointment booked is up more than 75%
New users are up 38%
Conversion rate is at 6.8%. Significantly higher than their past site. Overall when people are coming to the site people are scheduling appointments.
Organic search up 18%, more people are finding the site from search and converting at some of the highest rates
