The Need for Fast and Accurate Data Data is the lifeblood of any retail business. It allows stores to understand customer needs, to track product performance and to offer the right services to the right customers - when they want it. But while other retailers can rely on the trusty barcode for providing product information, tire dealers don’t have this luxury. The most important product data for tire dealers is found on the tire sidewall, including the tire DOT number , sometimes known as the TIN, as well as the type, width, aspect ratio, construction rim or bead diameter, and service description. 4 But collecting this information accurately and efficiently is tedious, time-consuming and a hotbed of human error. In this chapter, we identify three key areas of tire sales and service where tire data plays a pivotal role, and explain why manual data entry and paper-based processes are costing dealerships every day.