Problem:
Automotive In-Store Marketing was hired by the Upstate New York-based, Academy Auto Parts, also an RPM Group Member, to adapt the basic graphics and merchandising plan developed for the ABC stores to Academy's six AID franchise member stores. This group of stores had not been remodeled or remerchandised in over 15 years.
Opportunity:
Automotive In-Store Marketing’s assignment was to:
1) adapt the graphics package created for ABC Discount Auto Stores (RPM Group Member), reconfigured to give the AID stores their own individual personality,
2) create a parts statement that would dominate the entire marketing territory served by these stores, and
3) position the store group as the dominate truck accessories source for consumers.
Solution:
Automotive In-Store Marketing:
1) completely stripped the entire store from floor to ceiling, wall to wall, and designed a totally new environment,
2) created a centralized mid-store parts configuration, trademarked as the Parts Center™,
3) created a significant truck accessories merchandising area, trademarked as Accessory Central™,
4) developed a herringbone traffic flow pattern, guiding customers to the heart of the store for parts, service, and advice,
5) developed the first “brand band” – a graphic presentation of leading brands that surrounded the store perimeter above the wall fixtures, and
6) developed a complete in-store merchandising repositioning statement launched with a massive grand opening celebration.
Result:
The AID Carmel, NY store broke its all-time sales record the first weekend the store re-opened featuring Automotive In-Store Marketing’s “new look” and merchandising approach. Soon after, all Academy Auto Parts stores were converted to the new format. Each store generated immediate double digit sales increases. Such sales and volume increases were continually sustainable by utilizing quarterly in-store maintenance programs designed specifically for all Academy stores.
In the words of Terry Levine, President of the Academy Auto Store Group, “We had a great opening day yesterday, breaking the all time sales record. The system you designed works!” Two years later, Terry states, “Sales have continued to rise with last years increase totaling 18% with a corresponding increase in profits.”
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