Problem:
Goodyear was not getting an acceptable share of battery sales even from its own customers who visited its stores. The existing battery display did little to instruct consumers on the differences between batteries. Goodyear also need a “sales assistant” in-store that would assist their service managers in the process of explaining the differences in battery choices when discussing automotive car care issues with consumers.
Opportunity:
Goodyear wanted a merchandiser that would:
1) make a dramatic battery statement indicating to consumers that Goodyear was a serious merchant of batteries,
2) portray the different features and benefits in an easy-to-understand manner, and
3) allow consumers the opportunity to use the display without sales assistance.
Solution:
Automotive In-Store Marketing, Inc. charged ahead and developed a merchandiser that:
1) provided easy-to-read graphics depicting the differences between battery features and benefits,
2) allowed Goodyear to readily change the graphics and thus the messages, and
3) permitted consumers to use a “hands-on” approach in order to directly interact with the product.
Result:
After narrowing down the choices between display concepts, Goodyear incorporated the best features of each into a new Battery Merchandising System. Sales results showed an immediate positive increase. Store service personnel reported a high level of comfort when using the display when making a sale. Consumers found the merchandising system to be friendly and easy to understand.
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