Problem:
Wesco-Parts Mart, a Los Angeles regional jobber-retailer store group, had opened a large format (23,000 square feet) store that attempted to portray itself as a deep discount warehouse operation to professionals and do-it-yourselfers. The original design, however, resembled a vast distribution center, with all the attendant consumer shopping discomforts and communication confusion.
Opportunity:
Automotive In-Store Marketing’s assignment was to:
1) “go back to square one”,
2) completely redesign and reorganize the store into a large format retail establishment with a customer-friendly warehouse layout, and
3) adopt a dramatic amphitheater-type design – a design which, up until that time, had never been seen in the automotive aftermarket, but which is now widely admired and copied.
Solution:
The complete program developed by Automotive In-Store Marketing included:
1) Communications,
2) Signage,
3) Departmentalization,
4) A new parts counter,
5) Merchandising concepts for the “front” and hard parts department,
6) Creation of five “power aisles” tied together with a bulk and tonnage merchandising strategy,
7) Plans for a new major truck accessories center, and
8) Strategies for advertising, public relations, and special promotional events.
Result:
Thanks due in large part to Automotive In-Store Marketing’s innovative design, sales at the store immediately increased an overall average of 35% with hard parts experiencing a 75% increase in volume.
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