What customer information does Big O Tires accumulate in the Consumer Database?
Big_O_Tires Franchise · 2025 FDDAnswer from 2025 FDD Document
tions of Big O.
- (a) Big O shall accumulate the Shared Information in the Consumer Database which may be accessed by Big O, Franchisee, and other Big O franchisees on a customer-by-customer basis as customers visit the stores of the other Big O franchisees, to provide customer relationship management, warranty support and services, national and local marketing (as limited by this Agreement) and any and all other services to the customers of Big O and its franchisees at any then operating Big O Tires store. Big O, and TBC Holdings, LLC may use the Consumer Database information to determine consumer data, trends, market analysis, customer marketing opportunities, product supply, inventory management and movement, retail store inventory recommendations, to share reports of stores' individual performance with the Big O Franchise Advisory Council and at franchisee meetings, and for such other purposes as agreed to by Big O and the Big O Franchise Advisory Council. Except as otherwise permitted in this Agreement, Big O shall not disclose the Shared Information to any third party not otherwise permitted to receive or have access to such Shared Information under this Agreement.
- (b) Upon the expiration or earlier termination of each Franchise Agreement subject to this Agreement, and during the Restrictive Period, Big O agrees not to market to any Local Customer of the Designated Location subject to the terminated Franchise Agreement, provided that (i) at the time of the expiration or termination of the Franchise Agreement, and at all times during the Restrictive Period, Franchisee is in full compliance with all of the termination provisions of the Franchise Agreement, including all on-going post termination provisions (ii) Franchisee provides Big O with written notice of such affirmative compliance within thirty (30) days of the expiration or termination of the Franchise Agreement, and at such other times as Big O may reasonably request; and (iii) Big O does not dispute such affirmative compliance in writing within fifteen (15) days of receipt of said written notice. However, should Big O dispute the affirmative compliance within the fifteen (15) day time frame provided in this subsection, then the parties acknowledge and agree that the dispute shall be submitted to the Franchise Advisory Council to resolve. The Franchise Advisory Council shall have sixty (60) days in which to render its decision, which decision shall be binding on Big O and Franchisee. Until the Franchise Advisory Council has rendered its decision, Big O agrees that it will not market to any Local Customer of the Designated Location.
- (c) Notwithstanding the foregoing, Big O and any franchisee of Big O may be permitted to access that portion of the Consumer Database related to a Local Customer of a Designated Location subject to an expired or terminated Franchise Agreement prior to the expiration of the Restrictive Period solely for purposes of providing warranty work and follow-up responses thereto if such customer visits another franchisee of Big O to have warranty work
performed. The provision of warranty services only shall not allow Big O to market to that Local Customer in violation of subpart (b) of this Section 4 above.
Source: Item 23 — RECEIPTS (FDD pages 102–535)
What This Means (2025 FDD)
According to the 2025 Big O Tires Franchise Disclosure Document, Big O Tires accumulates "Shared Information" in a Consumer Database. This database is accessible to Big O, its franchisees, and is organized on a customer-by-customer basis. The purpose of this database is to enhance customer relationship management, provide warranty support and services, and facilitate both national and local marketing efforts. Big O Tires and TBC Retail Holdings, LLC, can utilize the data to analyze consumer trends, market opportunities, manage product supply and inventory, and make retail store inventory recommendations. They can also share individual store performance reports with the Big O Franchise Advisory Council and at franchisee meetings.
Franchisees are obligated to cooperate with Big O, Tekmetric, and their consultants to ensure the reliable transmission of this "Shared Information." This includes allowing access to the franchisee's computer system for troubleshooting. Franchisees must also resolve any hardware or communication issues that impede the transmission of this information.
The "Shared Information" includes future service reminder information for customer relationship marketing, such as reminder service codes, dates, frequency, preferred communication methods, and opt-out preferences. It also encompasses store-level sales and profit data, including total sales, cost of sales, and gross profit summaries by G/L Account Number. Additionally, the database tracks product movement data, detailing quantity, description, size, cost, retail sales price, purchase date, and supplier for all products purchased and sold, including manufacturer codes and SKU numbers.
Big O Tires also compiles monthly inventory status reports with details on quantity on hand, description, size, and cost for all tires in inventory, including manufacturer codes and SKU numbers. Furthermore, the database includes sales category data, such as total sales to National Account Customers and total sales of Farm Class Tires. This comprehensive data collection enables Big O Tires to monitor performance, manage inventory, and tailor marketing efforts, while also providing franchisees with access to valuable customer and market insights.