Problem:
Automotive In-Store Marketing, Inc. was retained by Western Auto to help the company achieve five objectives:
1) to improve consumer in-store communications,
2) to better organize merchandise categories,
3) to create additional merchandise space,
4) to make a strong “power aisle” statement, and
5) to reinforce Western Auto’s reputation as the preferred place to shop for automotive products.
Opportunity:
Special emphasis was placed on:
1) graphic design,
2) strengthening and increasing the in-store merchandising,
3) pull for hard parts, batteries, tires, and repair services, and
4) existing Western Auto logos also were used more prominently in signage and point-of-purchase materials to catch the shopper’s eye.
Solution:
A complete in-store program was developed, including:
1) detailed recommendations for product organization,
2) improved graphics,
3) better signage,
4) parts department enlargement,
5) impulse buying, and
6) “power aisle” design and branding.
Result:
“Very good first year sales” at Western Auto’s Joplin, MO store where many of the recommendations were put into effect, commented Dan Wilson, Executive Vice President – Retail, Western Auto. He also noted that customer response to the entire store was “very favorable”.
After three years, the action plan developed by Automotive In-Store Marketing was still being used as an important reference guide by Western Auto when making in-store merchandising and marketing strategic decisions.
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