Problem:
Wal-Mart, America’s number one retailer, there was insufficient recognition of the presence of the automotive department by its customers. Because of the existing in-line fixturing height, consumers experienced difficulty in visualizing the breadth and depth of the automotive department. A lack of integration existed between the Tire and Lube Express and the on-shelf merchandise in the automotive section.
Opportunity:
Wal-mart was intent upon creating an automotive department that would:
1) present a more dramatic signage system that would more clearly delineate the myriad categories,
2) dramatically increase cross-department visibility,
3) integrate its merchandising strategy with Tire and Lube Express, and
4) reposition the department as a destination for shoppers.
Solution:
Automotive In-Store Marketing, Inc. was asked to develop a total department design that encompassed:
1) a comprehensive signage system compatible with all other store signage,
2) relocate categories in order to increase traffic and exposure to more products,
3) used a “stadium” merchandising approach that placed lower fixtures in the center with increasing heights out to the perimeter,
4) restructured the floor plan combined with a larger door opening for Tire and Lube Express to create the appearance of a fully integrated automotive department,
5) employed a Help Desk to provide better access to consumers seeking help and information, and
6) expanded merchandising presentation into the waiting room area for Tire and Lube Express.
Result:
The plan was well received at all levels of management at Wal-Mart including: Merchandising, Engineering, and construction. Various components of the total plan have been continuously integrated into Wal-Mart’s automotive merchandising strategy.
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