Problem:
Chief Auto Parts wanted to develop a flagship store in South Central Los Angeles that would, in the words of its President and Chief Executive Officer, David H. Eisenberg, “help move Chief into the 21st century of store design and layout.”
Opportunity:
Chief’s intention was to:
1) design a store that would be approximately 100% larger than its usual stand-alone or strip center dormer 7-Eleven companion store,
2) a completely new merchandising mix to fit the larger space configuration, and
3) develop a stronger hard parts image.
Solution:
Enter Automotive In-Store Marketing. The company developed:
1) a comprehensive merchandising and marketing program,
2) strategies for using external advertising in direct proximity to merchandise on the shelf to help move it faster and more efficiently,
3) special emphasis also was placed on incorporating existing Chief logo designs into new signage and graphics, and
4) a new, larger floor plan, not only accommodated the intended merchandise set, but also provided additional space for immediate “front” and parts counter product line expansion.
Result:
Just sixty days after the new store opened in mid-February 1994, sales were a solid 20% above the company’s already ambitious goal of achieving a 50% increase in sales – a goal that the store had hoped to achieve after a 12-month period!
“Our customers and our store personnel love it!” exclaimed a delighted Eisenberg about the new store design. As a result of Automotive In-Store Marketing’s outstanding success, Chief systematically rolled out, on a chain-wide basis, the new store look and new graphics program created by Alexander and his team.
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