Living up to their commitment for performance, Bridgestone set out to fulfill the consumer’s growing expectation of a next generation digital shopping experience. The goal was to give tire shoppers greater control over the process, which would lead  to a stronger affinity with the Bridgestone brands. But first, we had to overcome several obstacles related to shopping trends, including a uneducated consumer when it comes to tires, a general distrust in automotive mechanics and sales associates, as well as a lack of technical innovation within the industry.


Fueled by digital innovation, Razorfish and Bridgestone envisioned and piloted the store of the future known as Inside Lane, a unique end-to-end experience that connects consumers and retailers with the Bridgestone & Firestone brands. Features include a motion and touch-controlled in-store digital wall, a tablet app that allows sales associates to display information and control the digital wall for a co-shopping experience, and both desktop and web-mobile app for scheduling appointments and receiving tire recommendations based on both vehicle type and driving style.


Inside Lane is a simple, fast and a seamless multi-platform experience that engages, converts and builds long-term relationships with consumers. In our latest performance readout, Inside Lane has shown a correlated 20% lift in Bridgestone & Firestone sales, as well as positive brand perception. This new ability to give consumers more control over the tire-buying process is transforming the dialogue between sales associates and their valued consumers in a positive way. By creating an experience unlike any other, Bridgestone has become a first mover in this industry.

  • 1st to market
  • 20% lift in sales