Case Study: Bridgestone achieves stronger purchase intent with Appnovation's peace-of-mind motoring repositioning

BridgeStone lifts purchase intent to 64% with Appnovation

Appnovation partnered with Bridgestone to address a challenge with its Mobox car maintenance subscription service. The service suffered from low customer retention and a physical-only sign-up process, as its initial positioning failed to resonate strongly with its target audience.

Appnovation implemented a research-driven solution using its Value Index Quant Study methodology to identify key customer motivators: reducing anxiety, simplification, and integration. This led to a new "peace-of-mind motoring" positioning and the creation of an Online Configurator for digital sign-ups. The results were significant, with 64% of respondents indicating high purchase intent and 73% more likely to buy a subscription, while over 50% were willing to pay over £25 per month.

BridgeStone