Product Development Business Design Automotive

Bridgestone
LeadHanger:
From digital interest to dealer sale.

Bridgestone was losing digital leads at the dealer handoff. Redesign redesigned both the product and the commercial model and delivered a 32% lead-to-sale ratio.

The Challenge

Website visitors were expressing interest.
Dealers were responding too late.

Bridgestone was generating significant digital demand through consumer marketing, including visits, product interest, and dealer locator interactions. But the conversion from digital interest to actual sale was broken at the handoff. When a visitor filled in a contact form, they were routed to a dealer. The dealer had no system for managing or prioritizing incoming leads. Average response time was measured in days.

By the time a dealer followed up, the customer had already bought elsewhere, often from a competitor with a more responsive local dealer network. The marketing investment was working. The commercial handoff model was failing.

The problem had two layers: there was no technology to route and manage leads in real time, and the commercial incentive structure for dealers didn't create urgency for digital follow-up. Fixing the tool without fixing the model would have solved half the problem.

How We Worked

Commercial model first,
then platform.

Redesign combined Product Development and Business Design in a single engagement, because building the tool without redesigning the commercial model would have produced a platform that no one had a reason to use.

01
Commercial design: Incentives before interfaces
Redesign started with the business model, not the product. We redesigned the commercial handoff between Bridgestone and its dealer network: accountability structure, response-time expectations, dealer scoring, and the incentive mechanisms that would make fast digital follow-up a priority, not an option. A platform without this would have been adopted by no one.
02
Platform build: LeadHanger, end-to-end
LeadHanger designed and built: real-time lead routing from Bridgestone's digital touchpoints to the right dealer, based on geography, availability, and product category. Dealer-facing dashboard for lead management, qualification, and response tracking. Qualification flows to filter intent before a lead reaches a dealer. Conversion tracking from first contact through closed sale. Full-stack, production-ready.
03
Launch + measure: Metrics from day one
Phased rollout across Bridgestone's dealer network. Conversion metrics tracked from the first lead routed, not as an afterthought, but as a designed-in capability. The measurement framework was built alongside the product, so Bridgestone had real data on lead-to-sale performance from the moment LeadHanger went live.
The Outcome

32% lead-to-sale.
10K+ parties worldwide.

32%
Lead-to-sale ratio across the dealer network
40%
Faster dealer response to digital leads
10K+
Parties worldwide now operating on LeadHanger

LeadHanger launched to Bridgestone's dealer network and delivered results that validated the combined product-and-commercial-model approach: 32% lead-to-sale ratio, 40% faster dealer response, and 50% qualified lead ratio across the platform.

The platform has since expanded beyond Bridgestone and now operates across 10,000+ parties worldwide, serving as the commercial handoff layer for B2B2C organizations in automotive, consumer goods, and other dealer-network industries.

The Bridgestone engagement proved a model: when the commercial structure is right, the technology delivers. When only the technology changes, it doesn't.

Digital leads disappearing
at the sales handoff?

Redesign designs both the product and the commercial model, because technology alone doesn't close the gap between digital interest and dealer sale.

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