design:retail - February 2014 - (Page 36)

shopper insights 036 A Renovation Story RICHARD WINTER PRESIDENT, POPAI @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 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.POPAI.COM http://www.DESIGNRETAILONLINE.COM

Table of Contents for the Digital Edition of design:retail - February 2014

design:retail - February 2014
Editor's Note
Show Talk
On Trend
We Love This!
Design Picks
How'd They Do That?
Have You Heard?
Shopper Insights
Shopping with Paco
Food Fabulous Food
Galeries Lafayette
GlobalShop Show Preview
POP Supplier Listing

design:retail - February 2014