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| Stephen J. Alexander |
Stephen J. Alexander
President of Automotive In-Store Marketing®, Inc.
Dedicated to serving the aftermarket
Stephen J. Alexander, owner and president of Automotive In-Store Marketing®, Inc., is the only exclusively dedicated in-store marketing and merchandising specialist in the automotive aftermarket industry. For more than 30 years, Steve has been helping product manufacturers, wholesalers, jobbers and retailers generate greater sales and profits by improving their in-store environments.
Creative design, graphics, installation, market research, and personnel training are among the services offered by Automotive In-Store Marketing®. Alexander designs store fixtures, uses computer generated product images to build sales-effective planograms, and develops product/category merchandising strategies. In addition he provides ongoing maintenance of his original store concepts, which can include merchandising, advertising, and promotions, depending upon the store owner’s needs.
“When a customer walks into a store, his or her first thought is ‘What is here? Where is it?’ he says. I like to give a store its ‘eyes,’ to let it answer those questions quickly and with style and personality,” he adds.
Alexander has worked with both large and small scope jobbers, as well as with retailers in the autoparts business. His innovations include the first (1987) transactional interactive video electronic merchandising system for the automotive aftermarket. He also developed the concept of an in-store Truck Accessories Center™, a computerized Auto Repair Learning / Teaching Center™, and his own Integrated Push Marketing™ merchandising strategy.
Says one store owner, “Steve helped me increase my sales 50% without adding a brick. He really knows how to organize a store, so that it’s well laid out and easy to shop. My stores look full, but never cluttered.”
For the past fifteen years, Alexander has drawn upon his automotive aftermarket knowledge and hands-on experience to make numerous presentations before industry groups and write articles for the industry’s leading trade journals. He has also authored or assisted in the preparation of more than 50 articles in industry trade journals. Additionally, in 1992, he co-created, with Aftermarket Business magazine, a symposium dedicated to aftermarket retail merchandising and marketing. He also has served as a faculty member of the APAA Continuous Business Education Program.
Alexander was a featured speaker at the 1998 Frost & Sullivan 23rd Annual Conference on the Strategic Outlook for the Automotive Aftermarket, and presented two seminars during the Automotive Aftermarket Industry Week (AAIW) in Las Vegas.
Active in industry affairs, he presently serves as a member of Aftermarket Business magazine’s Editorial Advisory Board. His contributing editor column in this well-respected trade publication is called "What's In-Store For You"..
Alexander resides with his wife, Charlynn, and two children in Sanibel Island, Florida.
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