Reduce bottlenecks on the shop floor with a seasonal contest

SECTOR

Retail

CHALLENGE

Encouraging customers to book their seasonal tire change earlier, spreading demand more evenly across the Manno and Mendrisio locations, and reducing operational bottlenecks.

RESULTS

An integrated acquisition and booking ecosystem that drove earlier reservations, improved operational planning, and enriched the CRM with data for future campaigns.

KEY PRODUCT.

HubSpot, Acuity Scheduling, Google Ads (PMax)

sgomma.ch

Challenge

Seasonal tire changeovers compress a large share of demand into a very short time frame. For Autopneumatica, this created intense pressure on both service locations in Manno and Mendrisio, with operational peaks that were difficult to absorb and a real risk of slower service.

The goal was not simply to increase the number of bookings, but to spread them more effectively over time. The business needed a lever that would encourage customers to schedule their tire change earlier, easing peak-period pressure, making better use of available capacity, and maintaining a consistently high service standard throughout the season.

Discover

Analysis of operational flows and connection between Acuity appointment management and the new HubSpot CRM.

Scope

Devising a seasonal contest in partnership with suppliers to incentivize early booking.

Activate

Landing page launch, Google PMax campaigns, email marketing and integrated pop-up on main site.

Optimize

Analysis of post-contest data to refine creative, contact lists, channels and flows in preparation for the next tire change.

Solutions

To address the seasonality of tire changeovers, we designed a system that connected promotion, booking, and data. The starting point was a detailed review of the existing workflow, with a specific focus on how Acuity was being used to manage appointments and on the data structure needed to support the process end to end.

From that analysis came the decision to use a prize contest as an operational lever. Built with the support of tire suppliers, the initiative had a clear objective, encourage customers to book earlier and distribute demand across a wider time window.

On the execution side, we activated HubSpot as the central CRM, imported historical customer data, and integrated Acuity to track every booking. We then developed a dedicated landing page and orchestrated a multi-channel acquisition system that included Google PMax campaigns, email marketing to the existing database, and pop-ups on the main website. Every interaction feeds into the CRM, where the data is enriched, structured, and tied back to operations.

At the end of the campaign, we analyze the results to improve creative performance, audience segmentation, conversion rates, and demand distribution for the following season.

Results

The strategy enabled Autopneumatica to manage seasonal tire changeovers in a more orderly and predictable way. By shifting part of the demand into the weeks leading up to the peak, the workload across the Manno and Mendrisio locations was distributed more evenly, with tangible benefits in timing, operational capacity, and customer experience.

The project also delivered a structural improvement on the commercial and data side. The integration between Acuity and HubSpot centralized booking data, enriched the CRM, and made the source of every lead fully traceable. Autopneumatica now has a system that can be replicated, measured, and optimized season after season.

"The tire change has always been the most delicate time of the year for our workshops. With this strategy, we have better distributed the work, reduced pressure at peak times and turned an operational need into a concrete customer relationship opportunity."

Alessandro Manfredini
Branch Manager

Reducing service bottlenecks with an integrated seasonal contest

Autopneumatica SA has been operating in Ticino’s tire industry for over fifty years. With locations in Manno and Mendrisio, the company has built a strong reputation for tire sales, fitting, and service, combining speed, reliability, and operational quality.

Challenge

Competition as an operational lever

Solutions

Results

"The tire change has always been the most delicate time of the year for our workshops. With this strategy, we have better distributed the work, reduced pressure at peak times and turned an operational need into a concrete customer relationship opportunity."

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