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Bridgestone Tire Store

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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.

Published in: Business, Automotive

Bridgestone Tire Store

  1. 1. BIG RED ROOSTERPrepared by:R E T A I L S T O R E C O N C E P T
  2. 2. BIG RED ROOSTERR E T A I L D E S I G N S T R A T E G YProject ObjectivesCreate 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 centerProfit 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 vehiclesNeeds to include as broad a market as possible—cannot not be too exclusive• Communicates Bridgestone as a global brand with broad capabilitiesLeverages golf, bikes, motorcycle tires, green efforts, etc. to support the "reason to believe"in Bridgestone tires
  3. 3. BIG RED ROOSTERR E T A I L D E S I G N S T R A T E G YThe ConsumerCharacteristicsAuto enthusiastsHigher expectations• Discerning• Uncompromising• DemandingDemographicsMaleAge 25-54Household income >$75KDiscretionary incomePsychographicsThe 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
  4. 4. BIG RED ROOSTERR E T A I L D E S I G N S T R A T E G YCore AppealsThe appeals connect consumers to the Bridgestone brand and differentiatefrom what the competition is delivering.• Consumer-centric experienceAn experience that puts consumers first and moves the needle from being a place they don’t mindgoing to one they want and prefer to visit.•The ultimate serviceConsumers always leave feeling that they’ve received the best quality product, the best automotive care,and the best customer service.•The latest technologyAdvanced diagnostics, nitrogen inflation, alignment equipment, associate handheld devices, virtual wheelselection, service cam, etc.• Staff who are experts and enthusiastsConsumers have relationships of trust with ”their guy” at the store.•The broadest, newest Bridgestone product offerNew Bridgestone tires launch in the Bridgestone store before anywhere else. Some products are exclusiveto the store.
  5. 5. BIG RED ROOSTERR E T A I L D E S I G N S T R A T E G YThe Bridgestone BrandPositioningTo drivers with higher standards, Bridgestone is the premium tire brandthat is engineered to get the most out of vehiclesLeaderBrand EssenceBrand PersonalityTarget Consumer Consumer BenefitPrimary SecondaryInnovative High-techSophisticated GlobalDynamic High performanceBridgestone tires areengineered to get themost out of vehiclesDrivers withhigher standards
  6. 6. BIG RED ROOSTERR E T A I L D E S I G N S T R A T E G YFindings Driving Retail Strategy1. 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 ina 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 setrealistic 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 theautomotive services that drive visit frequency in typical tire shops.6.The product assortment should be heavily weighted toward Bridgestone tires with a much smallerrepresentation of Firestone representation so that the Bridgestone store is never confused with aFirestone store.7. Because current tire stores are designed primarily around the needs of associates or existinginfrastructure, there is an opportunity to reinvent the experience with consumer-centric design.
  7. 7. BIG RED ROOSTERR E T A I L D E S I G N S T R A T E G YFindings Driving Retail Strategy (continued)8.The strengths of the auto dealership experience should be leveraged, as they present a greater threatas 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-endand specialty retailers, service providers, and restaurants that they prefer.10.The target consumer expects personalized service tailored to their individual needs, which will drivethe 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 acommodity), presents an opportunity to close that gap and position tires as an “option” thatenhances the performance or aesthetic of the car.
  8. 8. BIG RED ROOSTERR E T A I L D E S I G N S T R A T E G YKey Design PrinciplesEnvironmental 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 accentthe 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.
  9. 9. BIG RED ROOSTERR E T A I L D E S I G N S T R A T E G YKey Design PrinciplesMerchandising• Differentiate and elevate from the typical tire store by minimizing tire display on theshowroom floor.• Lead with Bridgestone as the primary tire brand and relegate Firestone to a moresubliminal 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 bridgesbetween the showroom and service bays.• Leverage leading edge technology and on-site expertise visually by making installationservice bays visible from the showroom.• Attract consumers and help them visualize options with a separate wheel display thatintegrates an interactive station allowing them to see wheels on their car.
  10. 10. BIG RED ROOSTERR E T A I L D E S I G N S T R A T E G YKey Design PrinciplesCommunication• Make a bold statement to attract consumers and build awareness.• Minimize graphics to create a premium space that leverages one-on-one customer servicerather 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).
  11. 11. BIG RED ROOSTERR E T A I L D E S I G N S T R A T E G Y
  12. 12. BIG RED ROOSTERR E T A I L D E S I G N S T R A T E G YConsumer JourneyShopping MotivationsTo deliver products and services with an understanding of consumer needs, we must understand therange of shopping motivations:1. ConsultationShopping for tires2. Scheduled appointmentTire installation, brakes, or alignment3. Unscheduled appointmentImmediate repair need
  13. 13. BIG RED ROOSTERR E T A I L D E S I G N S T R A T E G YConsumer Journey (continued)The Consultation Path—Arrival StageSupportEnd panel stickers placed onto driver’s door at time oftire installation. Includes tire specs, date of purchaseand other information needed to access purchase historyHandheld device or paper tablet for recording vehicleinformationActionConsumer pulls under canopy in front of store and isgreeted by an associate.Associate opens car door and welcomes consumer,“Welcome to Bridgestone, how can we improve yourdriving 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 aBridgestone store.If there is no sticker, associate gets information from vehicleand directs consumer to showroom, “Let me get someinformation from your car and I’ll meet you in the showroom.”If there is a sticker, associate says, “I see you bought yourcurrent tires from us, so we have your information. I’ll justmove your car so we can get started. Go on in and I’ll meetyou in the showroom.”Either way associate transfers information about car andtires, pulls car into parking area and heads into showroomwith consumer’s keys.
  14. 14. BIG RED ROOSTERR E T A I L D E S I G N S T R A T E G YConsumer Journey (continued)The Consultation Path—Shopping StageActionAssociate joins consumer in showroom and returns keys.Associate asks a series of questions to uncover consumer’sneeds. As they talk, associate may take consumer to oneof the tire displays to connect with a lifestyle segment.As associate and consumer talk, associate looks for theopportunity for add-on sales (wheels or additional service).If consumer is interested in wheels, associate takes him toan interactive screen, where he can enter consumer’s autoto see what various wheel and tire combinations will looklike.Once consumer is ready to go deeper, associate takes himto a consultation desk and uses a computer screen toreview tire options. Consumer is given a recommendationand a couple of options (whenever possible). Pricing is all-inclusive.If consumer wishes to see a specific tire, associate getsone from the vault or takes consumer to vault for viewing.SupportTire displays that are connected to lifestyleInteractive screen that allows consumer to enter make,model, and color of car to “try on” the wheels and tiresConsultation desks and computers that allow consumerand associate to sit side by side and view recommendedtiresTire vault provides visual access to breadth of offer
  15. 15. BIG RED ROOSTERR E T A I L D E S I G N S T R A T E G YConsumer Journey (continued)The Consultation Path—Transaction StageActionOnce consumer has selected a tire, transaction can be handledat consultation desk. Receipts and paperwork are also generatedfrom here. If consumer pays with check or cash, it is taken toservice desk.Associate checks service bay queue and informs consumerofwaiting time to have tires installed right now.If consumer has time, he is put into queue. Associate asks forkeys and sets up job jacket. Associate gives consumer an IDnumber and shows where to view progress on car.Associate thanks consumer, gives contact information, and letshim know he can call anytime with questions or concerns andthat the associate will personally take care of it.Associate invites consumer to coffee, soft drink, or water andinforms him of free wi-fi and other amenities. He tells consumerthat when car is finished service manager will come find him.When car is finished it is pulled into a presentation area at frontof the store. Service manager finds consumer in showroom, letshim know it’s ready, and invites him outside to go over work.Manager reviews checklist with consumer, gives him a portfolioof paperwork (receipt, warranty, etc), and gauges completesatisfaction before returning keys, thanking consumer and invitinghim back.SupportScreen that shows consumer ID, progress statusand estimated time to completionBusiness cardsBeverage service area (good coffee, sodas, water).Wireless internet accessibility. Varied seatingoptions. Outdoor seating and activitiesPresentation checklistPaperwork portfolioEnd panel stickers: placed onto driver’s door attime of tire installation. Includes tire specs, dateof purchase and other information needed toaccess purchase historyStatic cling window sticker indicating time forfree rotation
  16. 16. BIG RED ROOSTERR E T A I L D E S I G N S T R A T E G YConsumer Journey (continued)The Consultation Path—Transaction Stage (continued)SupportEarly/Late drop-off box. Courtesy vehicle forshuttling consumersBusiness cardsPresentation checklistPaperwork portfolioActionIf consumer doesn’t have time, associate schedulesinstallation appt. Associate gives consumer option ofearly/late drop-off or driving consumer to work and pickinghim up when car is done.Associate thanks consumer, gives him a portfolio ofpaperwork and contact informatio, and lets consumer knowhe can call anytime with questions or concerns and thatthe associate will personally take care of it.
  17. 17. BIG RED ROOSTERR E T A I L D E S I G N S T R A T E G YConsumer Journey (continued)The Scheduled Appointment Path—Arrival StageSupportHandheld device or schedule that is printeddailyActionConsumer pulls under canopy in front of the store and isgreeted by an associate.Associate opens car door and welcomes consumer,“Welcome to Bridgestone, how can we improve your drivingexperience today?”Consumer states that he has a scheduled appointment.Associate uses handheld device or paper schedule toconfirm appointment. “Yes, we were expecting you, Mr._______. If I can get your keys I’ll pull your car around sothe technician can get started right away. Go ahead intothe showroom and I’ll meet you shortly.”Associate pulls car around to bays, gets consumer intoqueue.
  18. 18. BIG RED ROOSTERR E T A I L D E S I G N S T R A T E G YConsumer Journey (continued)The Scheduled Appointment Path—Lounge StageSupportScreen that shows consumer ID, progress status andestimated time to completionBeverage service area (good coffee, sodas, water).Wireless internet accessibility. Varied seating options.Outdoor seating and activitiesInteractive screen that allows consumer to enter make,model, and color of car to “try on” wheels and tiresCourtesy vehicle for shuttling consumersActionAssociate joins consumer in showroom, gives him an IDnumber and shows him where to view progress on his car.Associate invites consumer to coffee, soft drink, or waterand informs him of free wi-fi and other amenities. He tellsconsumer that when his car is finished service managerwill come find him.Associate also invites consumer to try out the interactivewheel display to see what his car would look like withdifferent wheels.If consumer has prearranged shuttle service, an associatedrives him to work and confirms pick up time.
  19. 19. BIG RED ROOSTERR E T A I L D E S I G N S T R A T E G YConsumer Journey (continued)The Scheduled Appointment Path—Transaction StageSupportPaperwork portfolioBusiness cardsEnd panel stickers placed onto driver’s door at timeof tire installation. Includes tire specs, date of purchaseand other information needed to access purchasehistoryPresentation checklistStatic cling window sticker indicating time for freerotationActionIf consumer is having service (other than tires) done, servicemanager finds/contacts consumer as soon as he knowsexact extent of service required and total cost. Servicemanager gets consumer approval before doing service.When car is finished it is pulled into a presentation areaat front of the store. Service manager finds consumer inshowroom and lets him know it’s ready. If consumer hasnot 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 anytimewith questions or concerns and that the associate willpersonally take care of it.Service manager then invites consumer outside to go overwork. Manager reviews checklist with consumer and gaugescomplete satisfaction before returning keys, thankingconsumer and inviting him back.
  20. 20. BIG RED ROOSTERR E T A I L D E S I G N S T R A T E G YConsumer Journey (continued)The Unscheduled Appointment Path—Arrival StageSupportEnd panel stickers placed onto driver’s door at time oftire installation. Includes tire specs, date of purchaseand other information needed to access purchase historyHandheld device or paper tablet for recording vehicleinformationHandheld device or schedule that is printed dailyActionConsumer pulls under canopy in front of the store and isgreeted by associate.Associate opens car door and welcomes consumer,“Welcometo Bridgestone, how can we improve your driving experiencetoday?”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 Bridgestonesticker on the end panel of driver’s door. If sticker is thereand tires are under warranty, associate reassures consumerthat tires are under warranty and that the problem will betaken care of free of charge.If it’s an issue other than a tire under warranty, associaterecords information about car and problem.Associate uses handheld device or printed schedule to assessbacklog and informs customer of how long it would be untilcar could be looked at. If consumer agrees to wait, associatesays, “Great, If I can get your keys I’ll pull your car aroundso the technician can get to it as soon as possible. Go aheadinto the showroom and I’ll meet you shortly.”Associate pulls car around to bays, gets consumer into queue.
  21. 21. BIG RED ROOSTERR E T A I L D E S I G N S T R A T E G YConsumer Journey (continued)The Unscheduled Appointment Path—Lounge StageSupportScreen that shows consumer ID, progress status andestimated time to completionBeverage service area (good coffee, sodas, water).Wireless internet accessibility. Varied seating options.Outdoor seating and activitiesPaperwork portfolioBusiness cardsActionAssociate joins consumer in showroom, gives him an IDnumber and shows him where to view progress on car.Associate invites consumer to coffee, soft drink, or waterand informs him of free wi-fi and other amenities. He tellsconsumer that as soon as they have a diagnosis, servicemanager will come find him.Service manager finds consumer as soon as he knowsextent of service required, an estimated wait time, and totalcost. Service manager gets consumer approval before doingrepair.
  22. 22. BIG RED ROOSTERR E T A I L D E S I G N S T R A T E G YConsumer Journey (continued)The Unscheduled Appointment Path—Transaction StageSupportEnd panel stickers placed onto driver’s door at timeof service. Includes service performed and informationneeded to access purchase historyPresentation checklistActionWhen car is finished it is pulled into a presentation areaat front of the store. Service manager finds consumer inshowroom and lets him know it’s ready. Service managertakes consumer to service desk for checkout. Consumeris given portfolio of paperwork (receipt, warranty, etc) andservice manager’s contact information. Service managerlets consumer know he can call anytime with questionsor concerns and that the associate will personally takecare of it.Service manager then invites consumer outside to go overwork. Manager reviews checklist with consumer and gaugescomplete satisfaction before returning keys, thankingconsumer and inviting him back.
  23. 23. | Retail Store Concept | 03.03.08 BIG RED ROOSTERSite Plan
  24. 24. | Retail Store Concept | 03.03.08 BIG RED ROOSTERExterior
  25. 25. | Retail Store Concept | 03.03.08 BIG RED ROOSTERExterior
  26. 26. | Retail Store Concept | 03.03.08 BIG RED ROOSTERPlan 1a
  27. 27. | Retail Store Concept | 03.03.08 BIG RED ROOSTEREntrance View 1a
  28. 28. | Retail Store Concept | 03.03.08 BIG RED ROOSTERConsultation 1a
  29. 29. | Retail Store Concept | 03.03.08 BIG RED ROOSTERBrand Wall (Concept 1a)Tire Segmentation Wall
  30. 30. | Retail Store Concept | 03.03.08 BIG RED ROOSTERWheel Wall (Concept 1a)Wheel PresentationTouch ScreenTo Start.Upgrade your vehicle witha wheel & tire package.See them on your car!Touch ScreenTo Start.Upgrade your vehicle witha wheel & tire package.See them on your car!
  31. 31. | Retail Store Concept | 03.03.08 BIG RED ROOSTERGlobal Tower (Concept 1a)Bridgestone Tires Motorsports Golf Eco-ActivitiesOur legacy of motorsportsnot only leads to a remarkablenumber of racing wins andhonors, it also drives the designand production of better tires.startyourengines!Bridgestone consults topranking golf pros andeveryday players to developcutting edge golf gearthat satisfies the requirementsof each player.Sponsor ofteeoff!We develop technologiesto meet the performanceneeds of race drivers,golfers, cyclists, andmanufacturing companies.We use all our experienceto develop tires that helpyou get the most fromyour vehicle.Sponsor oftakecare!We are working to developtechnologies and programsthat have lessenvironmental impact.• Product innovations• Manufacturing efficiencies•Tire and oil recycling• Community involvementWe develop technologiesto meet the performanceneeds of race drivers,golfers, cyclists, andmanufacturing companies.We use all our experienceto develop tires that helpyou get the most fromyour vehicle.
  32. 32. | Retail Store Concept | 03.03.08 BIG RED ROOSTERService Counter Flat ScreenFrame 5: Customer QueuingFrame 2: Service Excellence Frame 3: Technician Credentials001876001877001878001875001879alignmentbalancingrotationbrakesrotation2:545:338:4712:5520:34Customer ID Service RemainingTimeOur ServicesInstallationIncludes Balancing, Rotation, Nitrogen InflationAlignmentSuspensionBrakesWaitTimeService Excellence OurTechniciansRogerPinnickAlignment Specialist8 years experienceCertifiedTechniciansHigh-Tech EquipmentFast & AccurateSatisfaction GuaranteedOngoing CareFREE Rotation Every 5,000 MilesFREE Air Pressure ChecksFREE Wear EvaluationFrame 4: Ongoing CareFrame 1: Service OfferServiceOurTechniciansRogerPinnickAlignment Specialist8 years experience
  33. 33. | Retail Store Concept | 03.03.08 BIG RED ROOSTERService Bay AreaBay CalloutsTire 4Alignment 5Brakes 6Tire 4
  34. 34. Performance| Retail Store Concept | 03.03.08 BIG RED ROOSTERTire VaultTire Storage CalloutsPerformanceTouringAll-TerrainOn & Off RoadPassenger
  35. 35. | Retail Store Concept | 03.03.08 BIG RED ROOSTERBrand Wall (Concept 1b)Global Story Grid (Wall)teeoff!Bridgestone consults top rankinggolf pros and everyday players todevelop cutting edge golf gearthat satisfies the requirements ofeach player.Sponsor ofOur legacy of motorsportscontributes to the design andproduction of better tires. Overthe last 90 years our tires havetaken a remarkable number ofwins and honors in thousands ofcompetitions around the globe.We are working to developtechnologies and programs thathave less environmental impact.• Product innovations• Manufacturing efficiencies•Tire and oil recycling• Community involvementstartyourengines!takecare!Sponsor ofteeoff!Bridgestone consults top rankinggolf pros and everyday players todevelop cutting edge golf gearthat satisfies the requirements ofeach player.Sponsor ofOur legacy of motorsportscontributes to the design andproduction of better tires. Overthe last 90 years our tires havetaken a remarkable number ofwins and honors in thousands ofcompetitions around the globe.We are working to developtechnologies and programs thathave less environmental impact.• Product innovations• Manufacturing efficiencies•Tire and oil recycling• Community involvementstartyourengines!takecare!Sponsor of
  36. 36. | Retail Store Concept | 03.03.08 BIG RED ROOSTERPlan 2
  37. 37. | Retail Store Concept | 03.03.08 BIG RED ROOSTEREntrance View 2
  38. 38. | Retail Store Concept | 03.03.08 BIG RED ROOSTERConsultation 2
  39. 39. | Retail Store Concept | 03.03.08 BIG RED ROOSTERTire Segmentation Displays (Concept 2)Light Truck/SUV All Terrain Light Truck/SUV HighwayPerformance Touring Passenger
  40. 40. | Retail Store Concept | 03.03.08 BIG RED ROOSTERWheel Wall (Concept 2)WheelsWheel PresentationTouch ScreenTo Start.Upgrade your vehicle witha wheel & tire package.See them on your car!WheelsTouch ScreenTo Start.Upgrade your vehicle witha wheel & tire package.See them on your car!
  41. 41. | Retail Store Concept | 03.03.08 BIG RED ROOSTERGlobal Grid (Concept 2)Global Story Grid (window)Our legacy of motorsports notonly leads to a remarkable numberof racing wins and honors, it alsodrives the design and productionof better tires.We are working to developtechnologies and programs thathave less environmental impact.Bridgestone consults top rankinggolf pros and everyday players todevelop cutting edge golf gearthat satisfies the requirementsof each player.Sponsor ofSponsor ofOur legacy of motorsports notonly leads to a remarkable numberof racing wins and honors, it alsodrives the design and productionof better tires.We are working to developtechnologies and programs thathave less environmental impact.Bridgestone consults top rankinggolf pros and everyday players todevelop cutting edge golf gearthat satisfies the requirementsof each player.Sponsor ofSponsor of
  42. 42. | Retail Store Concept | 03.03.08 BIG RED ROOSTERCurbside Monument SignENTRANCEDirectionalENTRANCE
  43. 43. | Retail Store Concept | 03.03.08 BIG RED ROOSTERBlizzak Promotion (Concept 1A)Wintertheofficialwinter!tireoftheofficialwinter!tireof
  44. 44. | Retail Store Concept | 03.03.08 BIG RED ROOSTERService CounterService WallService
  45. 45. | Retail Store Concept | 03.03.08 BIG RED ROOSTERService Bay AreaOur ServicesInstallationIncludes Balancing, Rotation,Nitrogen InflationAlignmentSuspensionBrakesService BannersOngoing CareFREE RotationEvery 5,000 MilesFREE Air PressureChecksFREE WearEvaluationService ExcellenceCertifiedTechniciansHigh-TechEquipmentFast & AccurateSatisfactionGuaranteedOur ServicesInstallationIncludes Balancing, Rotation,Nitrogen InflationAlignmentSuspensionBrakesOngoing CareFREE RotationEvery 5,000 MilesFREE Air PressureChecksFREE WearEvaluationService ExcellenceCertifiedTechniciansHigh-TechEquipmentFast & AccurateSatisfactionGuaranteed

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