Bridgestone’s Digital Journey to Modernise B2B Ordering Across EMEA
Service:
Custom Product Development
Client:
Automotive & Tyre Manufacturing (Bridgestone EMEA)
Date:
The Challenge
Modernising a Platform Dealers Rely on Every Day
TyreLink is Bridgestone’s B2B ordering platform, used daily by tyre dealers across 24 EMEA countries, each with its own dedicated store. A structured customer listening exercise (Genba) gave a clear verdict: dealers valued the platform’s ease of use and did not want it changed, but the experience around it had fallen behind. Slow page loads were holding dealers back at the order desk, and the interface no longer reflected Bridgestone’s current brand. Search and filtering triggered full page reloads that broke the dealer’s flow, while delivery information, invoices and reordering were harder to reach than they should be. Bridgestone needed to modernise the platform end to end across all 24 markets, without disrupting the journeys dealers already trusted.
Our Approach
Transforming the Foundation, Preserving the Experience
1. Discovery & Customer-Led Scoping
Grounded the programme in Genba findings to pinpoint exactly where the experience fell short.
Defined a scope that closed those gaps while protecting the ease of use dealers valued most.
2. Composable Storefront Migration
Migrated the legacy SAP Commerce accelerator storefront to a decoupled, future-proof composable storefront across all 24 country stores.
Preserved the same login, structure and journeys, making every workflow faster and cleaner.
3. UI/UX Rebranding & Modernisation
Built a new TyreLink design system from Bridgestone’s global brand guidelines and applied it to every page.
Delivered a refreshed homepage, context-preserving browsing, and an order history with delivery details at a glance and two-click reordering.
4. Performance Engineering & Intelligent Caching
Refactored legacy bottlenecks, parallelised backend calls and introduced predictive prefetching.
Added Redis caching across the commerce APIs, asynchronous order replication for instant confirmation, and end-to-end search optimisation.
5. Cutover, Data Migration & Hypercare
Switched all 24 countries over in a single weekend, migrating full order history and open back orders with no password resets.
Supported adoption with a guided first-login tour and a three-week Hypercare window.
The Results
A Faster, Future-Ready Dealer Platform in Six Months
Delivered the full migration from kickoff to go-live in six months, with all 24 country stores cut over in a single weekend.
Accelerated page loads by 41–56% (measured across 95% of users) and made product browsing 70% faster.
Raised customer satisfaction measurably in every area the programme targeted.
Established a composable foundation that now carries Phase 2 and new business capability.