Problem:
Kmart was not satisfied with the number of shoppers who either visited the automotive department or even realized an automotive department existed in the store. The core consumer, females, were not visiting the department in any numerical relationship to the number of times they visited a store.
Opportunity:
Kmart wanted an automotive department that would:
1) attract the female automotive accessory buyer,
2) become a destination for male shoppers,
3) employ dramatic signage to create cross-store visibility,
4) segment its categories with distinctive signage,
5) feature Penske branded merchandise, and
6) cross-merchandise and support Penske Car Care Centers.
Solution:
Automotive In-Store Marketing, Inc. developed a total new department look that:
1) incorporated a new overhead signage valence system, incorporating lift-up panels to provide quick access to overstock inventory,
2) created a wall valence system that presented brand and product reinforcing imagery,
3) reorganized all categories into two distinct groupings: (1) accessories and (2) maintenance,
4) developed an end-aisle signage system which provided visibility in any direction,
5) developed a color-coded signage system using hand drawn icons for product segmentation, and
6) increase merchandising space by 12% within any existing footprint.
Result:
The department redesign was enthusiastically received by management. The system was coordinated with a total category management study and analysis. Various aspects of the design have been implemented throughout the chain.
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