Bridgestone Tire wanted a store that would feature it's high-end and performance line of tires and services. Big Red Rooster partnered with Pratt Corp. of Indianapolis to create a retail space that would be a destination for this discriminating customer. Rather than the typical tire store lined with multiple tires we created a space that celebrated key styles and presented them as unique styles. Designed to be a physical manifestation of the Bridgestone brand with wide sweeps of their signature red and a high level of personal service.

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Prepared by:
R E T A I L S T O R E C O N C E P T

2. BIG RED ROOSTER
R E T A I L D E S I G N S T R A T E G Y
Project Objectives
Create a retail experience for the Bridgestone brand that:
• Builds awareness, confidence, and trust in the Bridgestone brand
• Extends the brand positioning to a three-dimensional consumer experience
• Embodies “the total automotive experience”
• Effectively competes against other tire brands (Goodyear, Michelin, etc.)
and tire retailers/sellers (DiscountTire,Tire Rack), as well as auto dealerships
• Acts as a brand flagship, yet results in a profitable retail sales center
Profit goals may be set lower than for Firestone stores, but will have to be profitable
• Attracts drivers of newer (<5 yrs. old) and higher-end vehicles
Needs to include as broad a market as possible—cannot not be too exclusive
• Communicates Bridgestone as a global brand with broad capabilities
Leverages golf, bikes, motorcycle tires, green efforts, etc. to support the "reason to believe"
in Bridgestone tires

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R E T A I L D E S I G N S T R A T E G Y
The Consumer
Characteristics
Auto enthusiasts
Higher expectations
• Discerning
• Uncompromising
• Demanding
Demographics
Male
Age 25-54
Household income >$75K
Discretionary income
Psychographics
The target consumer:
• Drives newer, higher-end cars
• Has experienced upper-end car showrooms
• Spends a little more time and money when making a purchase
•Takes their cars to experts
• Isn’t intimidated by higher-end experiences

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R E T A I L D E S I G N S T R A T E G Y
Core Appeals
The appeals connect consumers to the Bridgestone brand and differentiate
from what the competition is delivering.
• Consumer-centric experience
An experience that puts consumers first and moves the needle from being a place they don’t mind
going to one they want and prefer to visit.
•The ultimate service
Consumers always leave feeling that they’ve received the best quality product, the best automotive care,
and the best customer service.
•The latest technology
Advanced diagnostics, nitrogen inflation, alignment equipment, associate handheld devices, virtual wheel
selection, service cam, etc.
• Staff who are experts and enthusiasts
Consumers have relationships of trust with ”their guy” at the store.
•The broadest, newest Bridgestone product offer
New Bridgestone tires launch in the Bridgestone store before anywhere else. Some products are exclusive
to the store.

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R E T A I L D E S I G N S T R A T E G Y
The Bridgestone Brand
Positioning
To drivers with higher standards, Bridgestone is the premium tire brand
that is engineered to get the most out of vehicles
Leader
Brand Essence
Brand Personality
Target Consumer Consumer Benefit
Primary Secondary
Innovative High-tech
Sophisticated Global
Dynamic High performance
Bridgestone tires are
engineered to get the
most out of vehicles
Drivers with
higher standards

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R E T A I L D E S I G N S T R A T E G Y
Findings Driving Retail Strategy
1. Because consumers don’t know what Bridgestone stands for, the retail experience must set the standard.
2. Bridgestone U.S. will need to measure tolerance for change sine the business of providing a higher-
end experience to a more upscale consumer will be very different from how business is conducted in
a Firestone store.
3. Delivering a higher-end experience will require the development of a new business/financial model.
4.Because this store is a first and is completely different from a Firestone store, Bridgestone must set
realistic expectations and allow time for ongoing refinement to reach profitability goals.
5. Profitability goals need to take into account that this store will focus on tire sales, rather than the
automotive services that drive visit frequency in typical tire shops.
6.The product assortment should be heavily weighted toward Bridgestone tires with a much smaller
representation of Firestone representation so that the Bridgestone store is never confused with a
Firestone store.
7. Because current tire stores are designed primarily around the needs of associates or existing
infrastructure, there is an opportunity to reinvent the experience with consumer-centric design.

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R E T A I L D E S I G N S T R A T E G Y
Findings Driving Retail Strategy (continued)
8.The strengths of the auto dealership experience should be leveraged, as they present a greater threat
as they continue to refine their already superior consumer relationships.
9.The experience must parallel those that the core consumer has come to expect from the higher-end
and specialty retailers, service providers, and restaurants that they prefer.
10.The target consumer expects personalized service tailored to their individual needs, which will drive
the need for a flexible, consultative sales process.
11.The disconnect between the car (which is seen as a mark of status) and the tire (which is seen as a
commodity), presents an opportunity to close that gap and position tires as an “option” that
enhances the performance or aesthetic of the car.

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R E T A I L D E S I G N S T R A T E G Y
Key Design Principles
Environmental Design
• Build the connection between the Bridgestone name and tires by using bold exterior features.
• Create an environment with a strong enthusiast’s point of view while intriguing and satisfying
(not alienating) the non-enthuthiast.
• Communicate that Bridgestone is a global brand by using the clean aesthetic, modern lines,
and simple shapes of European design.
• Establish the brand with bold use of the Bridgestone Red to highlight the core offer and accent
the environment.
• Convey sophistication by intregrating technology into the showroom design and service bays.
• Strike a balance between high-tech and comfort to assure a satisfying wait time.
• Let customers know they are appreciated by providing a range of comfortable seating options,
activities, and amenities.
• Consider the use of greener material options wherever possible.

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R E T A I L D E S I G N S T R A T E G Y
Key Design Principles
Merchandising
• Differentiate and elevate from the typical tire store by minimizing tire display on the
showroom floor.
• Lead with Bridgestone as the primary tire brand and relegate Firestone to a more
subliminal presence.
• Connect the tires to lifestyle and auto aesthetics by displaying all tires on wheels.
• Communicate the depth and breadth of tire assortment with visual impact that bridges
between the showroom and service bays.
• Leverage leading edge technology and on-site expertise visually by making installation
service bays visible from the showroom.
• Attract consumers and help them visualize options with a separate wheel display that
integrates an interactive station allowing them to see wheels on their car.

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R E T A I L D E S I G N S T R A T E G Y
Key Design Principles
Communication
• Make a bold statement to attract consumers and build awareness.
• Minimize graphics to create a premium space that leverages one-on-one customer service
rather than self-service.
• Express Bridgestone as a compelling lifestyle brand that closely associates tires with cars.
• Focus graphic communication on inspiration rather than education.
• Bring the brand to life through large-scale imagery (via print and electronic media).

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R E T A I L D E S I G N S T R A T E G Y

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R E T A I L D E S I G N S T R A T E G Y
Consumer Journey
Shopping Motivations
To deliver products and services with an understanding of consumer needs, we must understand the
range of shopping motivations:
1. Consultation
Shopping for tires
2. Scheduled appointment
Tire installation, brakes, or alignment
3. Unscheduled appointment
Immediate repair need

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R E T A I L D E S I G N S T R A T E G Y
Consumer Journey (continued)
The Consultation Path—Arrival Stage
Support
End panel stickers placed onto driver’s door at time of
tire installation. Includes tire specs, date of purchase
and other information needed to access purchase history
Handheld device or paper tablet for recording vehicle
information
Action
Consumer pulls under canopy in front of store and is
greeted by an associate.
Associate opens car door and welcomes consumer,
“Welcome to Bridgestone, how can we improve your
driving experience today?”
Consumer states that he’s looking to purchase tires.
Associate looks for a sticker on end panel of driver’s door,
which indicates that tires on car were purchased at a
Bridgestone store.
If there is no sticker, associate gets information from vehicle
and directs consumer to showroom, “Let me get some
information from your car and I’ll meet you in the showroom.”
If there is a sticker, associate says, “I see you bought your
current tires from us, so we have your information. I’ll just
move your car so we can get started. Go on in and I’ll meet
you in the showroom.”
Either way associate transfers information about car and
tires, pulls car into parking area and heads into showroom
with consumer’s keys.

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R E T A I L D E S I G N S T R A T E G Y
Consumer Journey (continued)
The Consultation Path—Shopping Stage
Action
Associate joins consumer in showroom and returns keys.
Associate asks a series of questions to uncover consumer’s
needs. As they talk, associate may take consumer to one
of the tire displays to connect with a lifestyle segment.
As associate and consumer talk, associate looks for the
opportunity for add-on sales (wheels or additional service).
If consumer is interested in wheels, associate takes him to
an interactive screen, where he can enter consumer’s auto
to see what various wheel and tire combinations will look
like.
Once consumer is ready to go deeper, associate takes him
to a consultation desk and uses a computer screen to
review tire options. Consumer is given a recommendation
and a couple of options (whenever possible). Pricing is all-
inclusive.
If consumer wishes to see a specific tire, associate gets
one from the vault or takes consumer to vault for viewing.
Support
Tire displays that are connected to lifestyle
Interactive screen that allows consumer to enter make,
model, and color of car to “try on” the wheels and tires
Consultation desks and computers that allow consumer
and associate to sit side by side and view recommended
tires
Tire vault provides visual access to breadth of offer

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R E T A I L D E S I G N S T R A T E G Y
Consumer Journey (continued)
The Consultation Path—Transaction Stage
Action
Once consumer has selected a tire, transaction can be handled
at consultation desk. Receipts and paperwork are also generated
from here. If consumer pays with check or cash, it is taken to
service desk.
Associate checks service bay queue and informs consumer
ofwaiting time to have tires installed right now.
If consumer has time, he is put into queue. Associate asks for
keys and sets up job jacket. Associate gives consumer an ID
number and shows where to view progress on car.
Associate thanks consumer, gives contact information, and lets
him know he can call anytime with questions or concerns and
that the associate will personally take care of it.
Associate invites consumer to coffee, soft drink, or water and
informs him of free wi-fi and other amenities. He tells consumer
that when car is finished service manager will come find him.
When car is finished it is pulled into a presentation area at front
of the store. Service manager finds consumer in showroom, lets
him know it’s ready, and invites him outside to go over work.
Manager reviews checklist with consumer, gives him a portfolio
of paperwork (receipt, warranty, etc), and gauges complete
satisfaction before returning keys, thanking consumer and inviting
him back.
Support
Screen that shows consumer ID, progress status
and estimated time to completion
Business cards
Beverage service area (good coffee, sodas, water).
Wireless internet accessibility. Varied seating
options. Outdoor seating and activities
Presentation checklist
Paperwork portfolio
End panel stickers: placed onto driver’s door at
time of tire installation. Includes tire specs, date
of purchase and other information needed to
access purchase history
Static cling window sticker indicating time for
free rotation

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R E T A I L D E S I G N S T R A T E G Y
Consumer Journey (continued)
The Consultation Path—Transaction Stage (continued)
Support
Early/Late drop-off box. Courtesy vehicle for
shuttling consumers
Business cards
Presentation checklist
Paperwork portfolio
Action
If consumer doesn’t have time, associate schedules
installation appt. Associate gives consumer option of
early/late drop-off or driving consumer to work and picking
him up when car is done.
Associate thanks consumer, gives him a portfolio of
paperwork and contact informatio, and lets consumer know
he can call anytime with questions or concerns and that
the associate will personally take care of it.

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R E T A I L D E S I G N S T R A T E G Y
Consumer Journey (continued)
The Scheduled Appointment Path—Arrival Stage
Support
Handheld device or schedule that is printed
daily
Action
Consumer pulls under canopy in front of the store and is
greeted by an associate.
Associate opens car door and welcomes consumer,
“Welcome to Bridgestone, how can we improve your driving
experience today?”
Consumer states that he has a scheduled appointment.
Associate uses handheld device or paper schedule to
confirm appointment. “Yes, we were expecting you, Mr.
_______. If I can get your keys I’ll pull your car around so
the technician can get started right away. Go ahead into
the showroom and I’ll meet you shortly.”
Associate pulls car around to bays, gets consumer into
queue.

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R E T A I L D E S I G N S T R A T E G Y
Consumer Journey (continued)
The Scheduled Appointment Path—Lounge Stage
Support
Screen that shows consumer ID, progress status and
estimated time to completion
Beverage service area (good coffee, sodas, water).
Wireless internet accessibility. Varied seating options.
Outdoor seating and activities
Interactive screen that allows consumer to enter make,
model, and color of car to “try on” wheels and tires
Courtesy vehicle for shuttling consumers
Action
Associate joins consumer in showroom, gives him an ID
number and shows him where to view progress on his car.
Associate invites consumer to coffee, soft drink, or water
and informs him of free wi-fi and other amenities. He tells
consumer that when his car is finished service manager
will come find him.
Associate also invites consumer to try out the interactive
wheel display to see what his car would look like with
different wheels.
If consumer has prearranged shuttle service, an associate
drives him to work and confirms pick up time.

19. BIG RED ROOSTER
R E T A I L D E S I G N S T R A T E G Y
Consumer Journey (continued)
The Scheduled Appointment Path—Transaction Stage
Support
Paperwork portfolio
Business cards
End panel stickers placed onto driver’s door at time
of tire installation. Includes tire specs, date of purchase
and other information needed to access purchase
history
Presentation checklist
Static cling window sticker indicating time for free
rotation
Action
If consumer is having service (other than tires) done, service
manager finds/contacts consumer as soon as he knows
exact extent of service required and total cost. Service
manager gets consumer approval before doing service.
When car is finished it is pulled into a presentation area
at front of the store. Service manager finds consumer in
showroom and lets him know it’s ready. If consumer has
not prepaid, transaction can be handled at service desk.
Consumer is given a portfolio of paperwork (receipt,
warranty, etc) and service manager’s contact information.
Service manager lets consumer know he can call anytime
with questions or concerns and that the associate will
personally take care of it.
Service manager then invites consumer outside to go over
work. Manager reviews checklist with consumer and gauges
complete satisfaction before returning keys, thanking
consumer and inviting him back.

20. BIG RED ROOSTER
R E T A I L D E S I G N S T R A T E G Y
Consumer Journey (continued)
The Unscheduled Appointment Path—Arrival Stage
Support
End panel stickers placed onto driver’s door at time of
tire installation. Includes tire specs, date of purchase
and other information needed to access purchase history
Handheld device or paper tablet for recording vehicle
information
Handheld device or schedule that is printed daily
Action
Consumer pulls under canopy in front of the store and is
greeted by associate.
Associate opens car door and welcomes consumer,“Welcome
to Bridgestone, how can we improve your driving experience
today?”
Consumer states that he has a specific problem (low tire,
squeaking brakes, car is pulling to the left, etc.)
If it’s a tire-related issue, associate looks for a Bridgestone
sticker on the end panel of driver’s door. If sticker is there
and tires are under warranty, associate reassures consumer
that tires are under warranty and that the problem will be
taken care of free of charge.
If it’s an issue other than a tire under warranty, associate
records information about car and problem.
Associate uses handheld device or printed schedule to assess
backlog and informs customer of how long it would be until
car could be looked at. If consumer agrees to wait, associate
says, “Great, If I can get your keys I’ll pull your car around
so the technician can get to it as soon as possible. Go ahead
into the showroom and I’ll meet you shortly.”
Associate pulls car around to bays, gets consumer into queue.

21. BIG RED ROOSTER
R E T A I L D E S I G N S T R A T E G Y
Consumer Journey (continued)
The Unscheduled Appointment Path—Lounge Stage
Support
Screen that shows consumer ID, progress status and
estimated time to completion
Beverage service area (good coffee, sodas, water).
Wireless internet accessibility. Varied seating options.
Outdoor seating and activities
Paperwork portfolio
Business cards
Action
Associate joins consumer in showroom, gives him an ID
number and shows him where to view progress on car.
Associate invites consumer to coffee, soft drink, or water
and informs him of free wi-fi and other amenities. He tells
consumer that as soon as they have a diagnosis, service
manager will come find him.
Service manager finds consumer as soon as he knows
extent of service required, an estimated wait time, and total
cost. Service manager gets consumer approval before doing
repair.

22. BIG RED ROOSTER
R E T A I L D E S I G N S T R A T E G Y
Consumer Journey (continued)
The Unscheduled Appointment Path—Transaction Stage
Support
End panel stickers placed onto driver’s door at time
of service. Includes service performed and information
needed to access purchase history
Presentation checklist
Action
When car is finished it is pulled into a presentation area
at front of the store. Service manager finds consumer in
showroom and lets him know it’s ready. Service manager
takes consumer to service desk for checkout. Consumer
is given portfolio of paperwork (receipt, warranty, etc) and
service manager’s contact information. Service manager
lets consumer know he can call anytime with questions
or concerns and that the associate will personally take
care of it.
Service manager then invites consumer outside to go over
work. Manager reviews checklist with consumer and gauges
complete satisfaction before returning keys, thanking
consumer and inviting him back.

23. | Retail Store Concept | 03.03.08 BIG RED ROOSTER
Site Plan

24. | Retail Store Concept | 03.03.08 BIG RED ROOSTER
Exterior

25. | Retail Store Concept | 03.03.08 BIG RED ROOSTER
Exterior

26. | Retail Store Concept | 03.03.08 BIG RED ROOSTER
Plan 1a

27. | Retail Store Concept | 03.03.08 BIG RED ROOSTER
Entrance View 1a

28. | Retail Store Concept | 03.03.08 BIG RED ROOSTER
Consultation 1a

29. | Retail Store Concept | 03.03.08 BIG RED ROOSTER
Brand Wall (Concept 1a)
Tire Segmentation Wall

30. | Retail Store Concept | 03.03.08 BIG RED ROOSTER
Wheel Wall (Concept 1a)
Wheel Presentation
Touch Screen
To Start.
Upgrade your vehicle with
a wheel & tire package.
See them on your car!
Touch Screen
To Start.
Upgrade your vehicle with
a wheel & tire package.
See them on your car!

31. | Retail Store Concept | 03.03.08 BIG RED ROOSTER
Global Tower (Concept 1a)
Bridgestone Tires Motorsports Golf Eco-Activities
Our legacy of motorsports
not only leads to a remarkable
number of racing wins and
honors, it also drives the design
and production of better tires.
start
your
engines!
Bridgestone consults top
ranking golf pros and
everyday players to develop
cutting edge golf gear
that satisfies the requirements
of each player.
Sponsor of
tee
off!We develop technologies
to meet the performance
needs of race drivers,
golfers, cyclists, and
manufacturing companies.
We use all our experience
to develop tires that help
you get the most from
your vehicle.
Sponsor of
take
care!
We are working to develop
technologies and programs
that have less
environmental impact.
• Product innovations
• Manufacturing efficiencies
•Tire and oil recycling
• Community involvement
We develop technologies
to meet the performance
needs of race drivers,
golfers, cyclists, and
manufacturing companies.
We use all our experience
to develop tires that help
you get the most from
your vehicle.

32. | Retail Store Concept | 03.03.08 BIG RED ROOSTER
Service Counter Flat Screen
Frame 5: Customer Queuing
Frame 2: Service Excellence Frame 3: Technician Credentials
001876
001877
001878
001875
001879
alignment
balancing
rotation
brakes
rotation
2:54
5:33
8:47
12:55
20:34
Customer ID Service RemainingTime
Our Services
Installation
Includes Balancing, Rotation, Nitrogen Inflation
Alignment
Suspension
Brakes
WaitTime
Service Excellence OurTechnicians
Roger
Pinnick
Alignment Specialist
8 years experience
CertifiedTechnicians
High-Tech Equipment
Fast & Accurate
Satisfaction Guaranteed
Ongoing Care
FREE Rotation Every 5,000 Miles
FREE Air Pressure Checks
FREE Wear Evaluation
Frame 4: Ongoing Care
Frame 1: Service Offer
Service
OurTechnicians
Roger
Pinnick
Alignment Specialist
8 years experience

33. | Retail Store Concept | 03.03.08 BIG RED ROOSTER
Service Bay Area
Bay Callouts
Tire 4
Alignment 5
Brakes 6
Tire 4

34. Performance
| Retail Store Concept | 03.03.08 BIG RED ROOSTER
Tire Vault
Tire Storage Callouts
Performance
Touring
All-Terrain
On & Off Road
Passenger

35. | Retail Store Concept | 03.03.08 BIG RED ROOSTER
Brand Wall (Concept 1b)
Global Story Grid (Wall)
tee
off!
Bridgestone consults top ranking
golf pros and everyday players to
develop cutting edge golf gear
that satisfies the requirements of
each player.
Sponsor of
Our legacy of motorsports
contributes to the design and
production of better tires. Over
the last 90 years our tires have
taken a remarkable number of
wins and honors in thousands of
competitions around the globe.
We are working to develop
technologies and programs that
have less environmental impact.
• Product innovations
• Manufacturing efficiencies
•Tire and oil recycling
• Community involvement
start
your
engines!
take
care!
Sponsor of
tee
off!
Bridgestone consults top ranking
golf pros and everyday players to
develop cutting edge golf gear
that satisfies the requirements of
each player.
Sponsor of
Our legacy of motorsports
contributes to the design and
production of better tires. Over
the last 90 years our tires have
taken a remarkable number of
wins and honors in thousands of
competitions around the globe.
We are working to develop
technologies and programs that
have less environmental impact.
• Product innovations
• Manufacturing efficiencies
•Tire and oil recycling
• Community involvement
start
your
engines!
take
care!
Sponsor of

36. | Retail Store Concept | 03.03.08 BIG RED ROOSTER
Plan 2

37. | Retail Store Concept | 03.03.08 BIG RED ROOSTER
Entrance View 2

38. | Retail Store Concept | 03.03.08 BIG RED ROOSTER
Consultation 2

39. | Retail Store Concept | 03.03.08 BIG RED ROOSTER
Tire Segmentation Displays (Concept 2)
Light Truck/SUV All Terrain Light Truck/SUV HighwayPerformance Touring Passenger

40. | Retail Store Concept | 03.03.08 BIG RED ROOSTER
Wheel Wall (Concept 2)
Wheels
Wheel Presentation
Touch Screen
To Start.
Upgrade your vehicle with
a wheel & tire package.
See them on your car!
Wheels
Touch Screen
To Start.
Upgrade your vehicle with
a wheel & tire package.
See them on your car!

41. | Retail Store Concept | 03.03.08 BIG RED ROOSTER
Global Grid (Concept 2)
Global Story Grid (window)
Our legacy of motorsports not
only leads to a remarkable number
of racing wins and honors, it also
drives the design and production
of better tires.
We are working to develop
technologies and programs that
have less environmental impact.
Bridgestone consults top ranking
golf pros and everyday players to
develop cutting edge golf gear
that satisfies the requirements
of each player.
Sponsor of
Sponsor of
Our legacy of motorsports not
only leads to a remarkable number
of racing wins and honors, it also
drives the design and production
of better tires.
We are working to develop
technologies and programs that
have less environmental impact.
Bridgestone consults top ranking
golf pros and everyday players to
develop cutting edge golf gear
that satisfies the requirements
of each player.
Sponsor of
Sponsor of

42. | Retail Store Concept | 03.03.08 BIG RED ROOSTER
Curbside Monument Sign
ENTRANCE
Directional
ENTRANCE

43. | Retail Store Concept | 03.03.08 BIG RED ROOSTER
Blizzak Promotion (Concept 1A)
Winter
the
official
winter!
tireof
the
official
winter!
tireof

44. | Retail Store Concept | 03.03.08 BIG RED ROOSTER
Service Counter
Service Wall
Service

45. | Retail Store Concept | 03.03.08 BIG RED ROOSTER
Service Bay Area
Our Services
Installation
Includes Balancing, Rotation,
Nitrogen Inflation
Alignment
Suspension
Brakes
Service Banners
Ongoing Care
FREE Rotation
Every 5,000 Miles
FREE Air Pressure
Checks
FREE Wear
Evaluation
Service Excellence
Certified
Technicians
High-Tech
Equipment
Fast & Accurate
Satisfaction
Guaranteed
Our Services
Installation
Includes Balancing, Rotation,
Nitrogen Inflation
Alignment
Suspension
Brakes
Ongoing Care
FREE Rotation
Every 5,000 Miles
FREE Air Pressure
Checks
FREE Wear
Evaluation
Service Excellence
Certified
Technicians
High-Tech
Equipment
Fast & Accurate
Satisfaction
Guaranteed