Problem:
Thul Auto Stores, a New Jersey regional Jobber chain, faced extremely aggressive competition from retailers and jobbers alike. Its stores had not been remodeled in many years. None of the stores had a consistent interior or exterior look. The merchandising was not attractive to the retail trade. Accessory sales were not commensurate with the opportunities in its markets.
Opportunity:
Thul Auto Stores was determined to:
1) develop a retail friendly design while at the same time preserving its long standing relationship with its jobber customer,
2) develop a strong accessories presence,
3) reorganize all of its front-side merchandising in order to increase consumer satisfaction and shoppability,
4) modernize its interior and exterior appearance in order to be competitive, and
5) create a new, up-to-date logo that better expressed a combination of its long heritage and forward outlook.
Solution:
Automotive In-Store Marketing, Inc. was contracted and developed a dramatic new visualization that:
1) incorporated a new signage color scheme that differentiated all categories,
2) employed dramatic back lit signage around the perimeter that made a large product positioning statement,
3) designed new back lit awning signage that gave the store strong presence both day and night time,
4) created “Accessory Central” which portrayed the store as a serious merchant of truck, four-by-four, and SUV accessories, and
5) redesigned the logo which was incorporated throughout the interior and exterior.
Result:
Supported by a new marketing and advertising program, the new designs were implemented in a selected group of stores. Sales increases were immediately apparent. Consumer response was extremely positive. All design and consumer expectations were met.
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