How Northern Tire & Auto Achieved 89% Seasonal Retention
A Barrie tire shop escaped seasonal chaos with automated campaigns that spread demand and kept storage customers loyal.
Results at a Glance
After 8 months with Lead Flow North
Client Overview
The Challenge
Mike Patel built Northern Tire & Auto into one of Barrie's busiest tire operations. With storage for over 800 sets of tires, a loyal customer base, and a strong reputation, the business looked healthy on paper.
But every October, Mike dreaded what was coming.
"October 15th to November 15th was pure chaos," Mike recalls. "We'd be turning people away, working 12-hour days, missing calls. Then December hit and it was dead. January was worse. We'd lose money for three months waiting for spring changeover."
The numbers showed the pattern clearly:
- Peak season retention: Only 71% of storage customers returned each season
- Booking spread: 65% of appointments in a 3-week window
- Missed calls during peak: 30+ daily
- Lost storage customers yearly: ~230 sets
The Storage Customer Problem
"We had customers storing tires with us who would just... disappear. They'd move, switch to another shop, or sell their car—and we'd be stuck with their tires for months before we could legally dispose of them. No communication, no warning."
— Mike Patel, Owner
The Solution
We implemented a comprehensive system focused on spreading seasonal demand and maximizing storage customer retention:
1. Early-Bird Campaign Automation
Instead of waiting for customers to remember their changeover, we launched campaigns 6 weeks before peak season:
- September 1: Storage customer priority booking opens
- September 10: Early-bird campaign to all customers
- September 20: "Limited spots remaining" urgency campaign
- October 1: Final early-bird reminder
2. Storage Customer Lifecycle Communication
Storage customers now receive regular touchpoints:
- Storage confirmation: "Your tires are safely stored—here's what to expect"
- Mid-season update: "Your tires are in great shape—see you in [month]"
- Changeover booking: 4 weeks before season with priority slots
- Storage renewal: Annual renewal reminder with easy confirmation
3. Online Booking for Peak Season
No more missed calls. Customers book online 24/7:
- Service type selection (changeover, changeover + storage, etc.)
- Real-time bay availability
- Automatic confirmation and reminders
- Easy rescheduling option
The Results
After 8 months (covering fall and spring changeover seasons):
| Metric | Before | After | Change |
|---|---|---|---|
| Storage Customer Retention | 71% | 89% | +25% |
| Peak Window Spread | 3 weeks | 7 weeks | +4 weeks |
| Missed Calls (Peak) | 30+/day | 8/day | -73% |
| Google Reviews | 47 | 156 | +232% |
| Off-Season Revenue | -15% vs avg | +8% vs avg | Profitable |
"Last fall was the first time in 8 years I didn't dread October. We had bookings spread from September 15 through November 30. My team worked normal hours. We didn't turn anyone away. And we kept almost 90% of our storage customers."
— Mike Patel, Owner, Northern Tire & Auto
Key Takeaways
What Made This Work:
- Early-bird campaigns spread demand: 6-week lead time moved 40% of bookings earlier
- Storage communication prevents abandonment: Regular touchpoints kept customers engaged
- Online booking handles overflow: No more missed calls during peak
- Review automation builds reputation: More reviews = more new customers
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