Practitioner Case Study:

American Tire Distributors Presented by Chuck Parris, Vice President, eBusiness Strategy

Bob Barr, Senior Vice President, Acquity Group

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Agenda

• Introductions

• Why Change?

• How did we do it?

• Lessons Learned & Results

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Meet the Speakers

Mike Kaechele Bob Barr

Senior Vice President at

Acquity Group (a part of

Accenture Interactive),

Bob leads the firm’s

North American Digital

Transformation and

Operations Practice. The

practice provides digital strategy, transformation,

marketing, architecture and operational support

services in multi-channel multi-touchpoint B2B,

B2C and B2B2C businesses. Since joining Acquity

Group four years ago, Bob has also served as

executive sponsor for the company’s largest

and most comprehensive digital B2B

transformation programs.

As Enterprise Architect

Director Mike leads in

optimizing the delivery of

enterprise business services

including all B2B activities for

American Tire Distributors

(ATD) in North America. Mike was a key leader in

the creation of ATD’s new B2B websites on the

hybris platform. He led the effort to capture all

business requirements and the creation of functional

designs for the implementation of multiple sales

channel specific sites that generate over 70 percent

of ATD’s $3.8 billion yearly revenue. His team’s

focus on customer centric solutions has positioned

ATD as an eBusiness leader in tire industry.

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American Tire Distributors

Leading replacement tire distributor

in North America.

• Network of 133 distribution

• 40,000 stock-keeping units (SKUs)

• 72,000 customers

Services we provide includes:

- Timely delivery of inventory

- Credit, training,

- Access to consumer market data

- Administration of tire manufacturer affiliate programs

Dedicated field sales specialists, a dedicated truck fleet, state-of-the-art warehouse management

tools and an industry-leading technology platform.

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ATD – 2D Omni-channel

ATD B2B

Sites

Cloud Services

Mobile (future)

National

Retailers

Independent

Retailers

New Car

Dealers

Internet

• Handles 70% of ATD sales volume

• Is used as the primary point of sale for many retailers

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Why Change?

Reliability: The legacy B2B website outdated.

Agility: We had siloes of Branded B2B websites.

Speed: On-boarding of new resources too complex.

User Experience: Feature rich and customized.

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How did we get there ? (Page 1 of 2)

Technology

• We selected hybris as our new eCommerce platform based on head to head comparison with

competitive products

Experience Design

• Acquity Group significantly improved user experience.

• Comprehensive creative services supported business goals and enhanced ATD’s digital presence.

• Included a significantly improved user experience design and layout

• New but familiar

• Efficient without being utilitarian

• Maintained the core values and basic structure of the original site

• Incorporated B2C merchandising concepts to tailor the experience to specific customers

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How did we get there ? (Page 2 of 2)

eBusiness Strategy and Change Management

Acquity Group helped to

• Provide guidance to establish:

• The structure, positions, processes and functions of

the new eBusiness team

• Transition plan for all website-related tasks and

management from the IT department to the business

• Temporarily staff new roles while we hired operations

and eBusiness employees.

• Develop comprehensive training for:

• eBusiness team to update and manage our websites

• Customer migration and new site onboarding

• Introduce new design processes:

• Support in-house development without need for third party providers

• Improve quality and timeliness of current and future initiatives

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Status

• Deployed to Walmart – US and Canada

• Deployed to Sears – US

• Deployed to Summit Racing – US

• Deploying ATDConnect to multiple customers and POS providers

• Completing pilot with GM Dealerships – US

• Final week of beta with select ATD Dealers

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Results & Lessons Learned

• Transitioned to an extendable technology platform with centralized/standardized

management of all sites and web services

• Replaced our existing eCommerce platform with a more modern solution that eliminated

the multiple copies of code that created a complex and inefficient process

• eBusiness team can implement changes to multiple sites without IT involvement.

This give us faster response to new opportunities

• Enhanced ability to tailor the customer experience will improves our ability to help the

customer select the best product for their business and the consumer.

• Cohesive, dedicated implementation team is essential to project quality and timeliness

• Understand your customer’s expectations and how it affects “done”.

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BEFORE

AFTER

Questions?

THANK YOU!