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A CASE STUDY IN: |  |
| Creating a Retail Store from an Unlikely Stucture | ||
| Problem: Car Parts was forced to relocate due to state highway construction. The most desirable location was an 80 year old building previously used as a service garage for vehicle repair. At issue was the creation of an environment which maintained the overall design themes of the other stores in the Car Parts chain from this structure. Also, Car Parts had to overcome the lack of direct visibility from the roadway. Opportunity: Car Parts was determined to: 1) create a dynamic shopper-friendly environment in a space that required the fixtures be placed at less than desirable angles, 2) overcome the lack of visibility from the road by creating a dramatic entranceway to capture attention, and 3) position the store a serious retailer of car and light truck accessories in order to establish strong locational identification in the minds of consumers. Solution: Automotive In-Store Marketing, Inc. developed an overarching theme that: 1) created signage and fixturing combinations that turned difficult traffic navigation into exciting surprise merchandising approaches, 2) utilized small windows effectively by creating the illusion of a much larger store than viewed from the street, and 3) provided for significant merchandising space devoted to car and light truck accessories using dramatic merchandising techniques that left a deep impression in the minds of consumers. Result: The store opened successfully and showed immediate sales and volume increases. Car Parts accessories merchandising program achieved its objectives and helped to transfer this impression to customers of its other stores in the chain. |
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