What Independent Dealers Should Be Thinking About in 2026

ITDG 2026 Insights

As we head to the ITDG 2026 Annual Conference in Orlando this April, one thing is clear: the way customers find and choose independent dealers continues to evolve. The conversations we’re expecting to have at ITDG aren’t theoretical. They’re the same ones we’re having every day with shop owners across the country. What’s working, what’s not, and where the biggest opportunities are right now.

If you’re thinking about growth in 2026, here are a few areas worth focusing on.

The Digital-First Customer Journey

Before a customer ever walks through your door, they’ve already made a decision about your business.

In fact, 93% of consumers use online search to find a local business, and over 80% research online before making a decision. They’ve searched, compared options, read reviews, and checked out your website. That first impression is happening long before any phone call or visit.

We’re hearing this every day from shops like yours: customers are more informed, and expectations are higher. Showing up with a clear online presence is no longer optional. It is the starting point.

Local Search Visibility Matters More Than Ever

When someone searches for a service in your area, your shop should be easy to find and easy to trust.

Here’s why that matters:

• 87% of consumers used Google to evaluate local businesses in the past year.
• Reviews are one of the top factors in purchase decisions.

That comes down to a few key things:

• Accurate business information across platforms
• A steady flow of real customer reviews
• A strong and active Google Business Profile

Small gaps here can mean missed opportunities. We often see shops doing great work but losing business simply because their online presence doesn’t reflect it.

Your Website Should Work for You

Your website should not just exist. It should help turn visitors into customers.

And the data backs that up:

• 75% of users judge a company’s credibility based on its website design and
• 88% of users are less likely to return after a bad website experience.

That means clear messaging, easy navigation, and simple ways for customers to take the next step, whether that is calling, booking, or reaching out.

At ITDG, we expect a lot of conversations around websites that look fine but are not delivering results. A high-performing site is one of the most valuable tools your business can have.

Retention vs. Acquisition

Growth is not just about bringing in new customers. It is also about keeping the ones you already have. Studies show that acquiring a new customer can cost 5x more than retaining an existing one, and increasing retention by just 5% can significantly boost profitability.

Many dealers we talk to are starting to shift their focus toward retention. Staying connected with past customers, creating consistent touchpoints, and building long-term relationships.

It is often more cost-effective and more impactful than constantly chasing new leads.

Boost Tire Sales and Adjacent Services

For many independent dealers, tire sales are a cornerstone of revenue—but growth doesn’t have to stop there. The shops we talk to at ITDG are seeing real results by combining tire sales with complementary services like alignments, brakes, or maintenance packages.

Here are a few ways to maximize tire sales and related offerings:

• Bundle Services: Offer tire packages that include rotations, alignments, or seasonal checks. Customers perceive more value, and shops increase per-transaction revenue.
• Digital Promotions: Highlight tires and service bundles on your website, Google Business Profile, and social channels. Did you know that 60% of tire buyers research online before purchase? Making these services easy to find drives both in-store and online sales.
• Retention Marketing: Use your CRM or email marketing to notify customers about tire replacements or related services at the right intervals. Regular, helpful communication keeps customers coming back.
• Upsell During Appointments: Encourage technicians and service advisors to suggest complementary services during a tire appointment. Small recommendations can add big revenue over time.

By thinking beyond just the tire sale, dealers can increase overall service revenue and improve customer satisfaction.

Let’s Talk About What Digital Marketing in 2026 Looks Like for You

These are the kinds of conversations we are looking forward to at ITDG 2026. Real conversations about real challenges and real opportunities. Every shop is different, but the goal is the same. Build a stronger presence, connect with more customers, and drive meaningful growth.

If you are attending ITDG, we would love to connect. Stop by, say hello, and let’s talk about what is working for your business and where you want to go next. Book a demo now to reserve time with us before the show.

Let’s get real results for your business.