design:retail - February 2014 - (Page 36)
shopper insights
036
A Renovation
Story
RICHARD WINTER
PRESIDENT, POPAI
rwinter@popai.com
@popaihq
I
'D LIKE TO share
with you a success
story. Most of us
at some point or
other in our lives
have either driven
by, frequented or shopped
inside of a Pep Boys location,
whether for auto care needs
or a simple oil change. The
story I want to tell you today
is about a retailer that took
its brand and focused on one
thing: differentiation.
Philadelphia-based Pep
Boys was ready for a change.
The retailer partnered with
EWI Worldwide for a full
prototype redesign, with the
help of InnoMark Communications. The goal? Differentiate Pep Boys from Jiffy Lube,
Sears and other independent
repair shops using an integrated approach. Oh, and in
only six months.
EWI stepped up to the
plate. "Everyone on the team
was highly collaborative-
one of the key hallmarks to
this program's success. EWI
Worldwide and other partners were involved from
inception through proof of
concept," says Janis Healy, vice president of retail
strategy for EWI Worldwide. "For example, InnoMark worked together with us to refine the engineering of graphic and décor elements, ensuring
that the design intent was upheld, and Pep Boys
was naturally involved in every decision."
This project was a successful, customer-centric
FEBRUARY 2014
DESIGNRETAILONLINE.COM
brand repositioning that transformed Pep Boys
from a basic auto-body parts store to an ultimate
car service center, including a lounge, retail space
and repair shop. With new in-store marketing and
customer service approach, the design team was
able to create a welcoming space for customers to
shop, ask questions and revisit for car talk.
But, this isn't just a story
about a beautiful renovation.
If you don't believe the talk,
look at the numbers. "Pep
Boys' prototype remodel requires a 13 percent comparable-store sales lift in year one
to produce a 15 percent aftertax internal rate of return,"
reports Tom Carey, senior
vice president, chief customer officer of Pep Boys. "The
results to date are a lift in
comparable-store sales that
is more than double that."
To learn more about the
Pep Boys redesign, check
out our POPAI panel session at GlobalShop: "Retail Transformed: How a
Highly Integrated Team
Can Spell Big Results." Attendees of this session will
learn how to identify and
support a retail catalyst,
how to approach fiscal responsibilities, how to filter
through insights to factor into all redesign decisions, and how to avoid
the expensive customization of a "one size does not
fit all" design. Sign up today at globalshop.org. We
can't wait to see you at GlobalShop 2014 in
Las Vegas.
RICHARD WINTER IS THE PRESIDENT OF POPAI, THE GLOBAL
ASSOCIATION FOR MARKETING AT RETAIL, AN INFORMATION SOURCE
FOR BRAND MARKETERS, RETAILERS, PRODUCERS AND SUPPLIERS.
FIND OUT MORE AT POPAI.COM.
http://www.globalshop.org
http://www.POPAI.COM
http://www.DESIGNRETAILONLINE.COM
Table of Contents for the Digital Edition of design:retail - February 2014
design:retail - February 2014
Contents
Editor's Note
Show Talk
On Trend
We Love This!
Design Picks
Innovation
Postcard
Inspirations
How'd They Do That?
Have You Heard?
Shopper Insights
Shopping with Paco
Food Fabulous Food
Caché
Galeries Lafayette
GlobalShop Show Preview
POP Supplier Listing
Products
Backstory
design:retail - February 2014
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