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Industry
National Tire Retailer
Location
Phoenix, AZ
Tags
DIGITAL COMMERCE
STRATEGY
PLATFORM IMPLEMENTATION
SAP COMMERCE
Key Impact
With over 20 projects successfully delivered over 9 years of partnership, Avatria’s work across ecommerce, in-store, and data strategy laid the foundation for long-term digital growth.
THE CHALLENGE
Deliver a unified, high-performing customer experience across web and in-store channels by simplifying a complex technology landscape and integrating data, systems, and tools.
PROJECT DETAILS
Discount Tire is the largest independent tire and wheel retailer in the United States, operating more than 1,200 stores nationwide. Facing the challenge of delivering a unified customer experience across all channels, Discount Tire launched a multi-phase program to modernize its technology ecosystem. This included re-platforming its website and point-of-sale (POS) systems, enhancing digital and in-store customer journeys, and enabling a more complete view of the customer across touchpoints.
The website initiatives required improvements in performance, maintainability, customer experience, and an expansion of purchasing functionality to support future growth. The POS transformation aimed to simplify and modernize store-facing applications while introducing new capabilities to support evolving operational needs.
To create a best-in-class digital tire buying experience, Discount Tire also launched several key initiatives to enhance support and personalization. These included enhancing and scaling a proprietary tire recommendation tool, building a mobile app, and developing a customer engagement center application to assist remote shoppers, all designed to deliver a seamless and confident shopping journey across digital and in-store channels.
(See Other Discount Tire Case Studies Section for additional project details)
RESULTS
Avatria supported Discount Tire across more than 20 omni-channel initiatives, playing a central role in launching their new eCommerce websites (Discount Tire, America’s Tire, and Discount Tire Direct) and providing functional and technical leadership across web, POS, customer service, and mobile solutions. Throughout this partnership, Avatria has been instrumental in modernizing Discount Tire’s digital ecosystem and enhancing the customer experience across all channels.
In addition to engineering core components of the solution, Avatria played a strategic role in advancing the following key areas of the broader program: (See Other Discount Tire Case Studies Section for additional project results)
- Delivered modernized storefront and critical web enhancements to fitment and product recommendation experiences (See Case Study)
- Created POS purchasing solution, driving adoption across stores through program leadership (See Case Study)
- Built BOPIS and Extended Assortment solutions to guide omnichannel roadmap (See Case Study)
- Created CEC web app to enable agent purchasing support and streamline in-store operations
- Supported creation of a mobile app, unified customer data, and improved web performance across core metrics
OUR ROLE
Digital Commerce Execution
Custom Web App Engineering
Avatria led full-stack development and QA for key web initiatives including vehicle fitment, product recommendations, account management, appointment scheduling, and checkout enhancements. We translated complex business logic into functional and technical requirements aligned with architectural and integration best practices. By creating detailed integration diagrams, use cases, process flows, and data mappings, we successfully integrated with systems such as SAP, POS, and Salesforce to deliver seamless end-to-end solutions.
Customer Experience Strategy
Reimagining the Tire Buying Journey
Avatria helped elevate Discount Tire’s digital vision by shaping a cohesive customer experience strategy rooted in the brand’s high-touch, service-driven values. Drawing on deep industry knowledge and a strong understanding of buyer behavior, we worked closely with stakeholders and the UX team to create and refine designs that were innovative but aligned with complex business rules and technical constraints. This collaboration ensured that digital touchpoints effectively mirrored the trusted in-store model, laying the foundation for a best-in-class, unified customer journey.
Integration Leadership
Orchestrating Seamless System Connectivity
Avatria’s solution architects and cross-functional experts helped guide integration across Discount Tire’s digital ecosystem. We led end-to-end testing, coordinated efforts between internal and external teams, and efficiently triaged defects by drawing on our deep understanding of interconnected systems. This strategic oversight ensured stable, scalable solutions and a seamless omni-channel experience.
Program and Change Leadership
Guiding Complexity Through Stability
Avatria played a key role in shaping program roadmaps, coordinating timelines across internal teams and vendor partners, and supporting change management efforts to drive consistency across digital and in-store channels.
In close partnership with the Discount Tire PMO, we ensured on-time delivery, clear communication, and alignment with evolving priorities throughout each initiative.
Other Discount Tire Case Studies
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