Gills Point S Tire & Auto Service

Chris Dennett

Omnichannel Retail Authority

Chris Dennett is a technology leader with a diverse background in management and executive services. At Gills Point S Tire & Auto Service, Dennett steers the tech vision with a strategy that balances big-picture growth with disciplined execution.

Leading Transformation through Experience

I began my career as a business analyst, using data and research to support business decisions. Later, moving into project management with a management consulting firm, I led CRM, ERP, e-commerce and digital transformation initiatives across multiple industries, working with diverse teams, leadership styles and technology implementations.

After transitioning into operational leadership, I gained firsthand experience in sustaining technology investments beyond implementation. Over the past eight years, I guided businesses through complex initiatives, including post-merger integrations.

These engagements repeatedly reinforced my belief that transformation is a combination of people, processes and technology. Whether implementing an ERP system, a point-of-sale (POS) platform or an AI solution, organizations should first define goals, map current and future-state processes, and assess the impact on people.

After understanding these elements, organizations should determine when technology and AI models can enhance processes and solve problems. Successful transformation also depends on ensuring the right people, skills and organizational structure are in place to support the target state.

Technology implementations succeed when organizations focus equally on processes and people, rather than treating technology as the sole solution. This shapes my leadership approach, grounded in experience, empathy and effective change management.

Improving Automotive Operations by Integrating Data

The tire retail and automotive service industry presents a unique set of technology and data challenges as it relies on highly specialized, external industry-sourced data.

  Technology implementations succeed when organizations focus equally on people, processes and technology rather than treating technology as the solution itself.  

Every vehicle requires specific parts and tires based on its model and engine specifications. Delivering an informed customer recommendation requires connecting manufacturer and third-party data with internal systems to match the vehicle to the correct products. This information must be instantly available to frontline employees for providing fast and accurate service to a customer.

POS also serves as the operational hub of the business. Beyond processing sales, it manages shop workflows, service bays, orders, inventory visibility and the integration of manufacturer and data aggregator information needed to service each vehicle. At the same time, the ERP system focuses more on financial management, accounting, tax, asset management and compliance.

Driving Operational Efficiency with AI

AI adoption in the automotive service industry depends on an organization's digital maturity and resources. At Gills Point S Tire & Auto Service, we constantly integrate newly acquired businesses into our retail footprint across the country, which compounds the data quality challenge.

To improve efficiency, we are beginning to use agentic workflows and machine learning. These can automate and optimize back-office functions like accounts payable and receivable, cash flow management, dynamic pricing, demand forecasting and supply planning. By combining historical business data with external sources like industry sales and weather forecast data, we can enhance purchasing and inventory planning decisions.

The impact is significant given the scale of operations. We have more than 115 locations across 17 states, generating thousands of transactions 6-days a week. Through agentic workflows, RAG-powered IT support and machine learning, AI creates economies of scale that enable efficient growth.

Machine learning models are the predominately used for most use cases, including hyper-personalized purchase and service recommendations. By combining vehicle specifications, service history and environmental factors, retailers can recommend maintenance and products tailored to each customer.

Advice for Emerging Technology Leaders

The greatest challenge in technology transformation is successful implementation. While the technology stack and architecture are important, long-term success depends on people. Regardless of how advanced AI becomes, human judgment will remain in the loop for decision-making and navigating new ways of working.

Leaders must become experts in change management, approaching transformation with empathy and understanding of how change affects employees. Beyond communicating a clear vision and engaging people throughout the journey, they must build excitement for the destination to ensure technology investments deliver their intended outcomes.