Take a brand with a declining retail experience and breathe new life into it.
Advance Auto Parts is in a crowded market of auto repair retailers and is currently losing to Autozone and the growing presence off e-commerce. The stores are all the same and offer no added benefit to the customer......until now.
Talk to real car owners both educated and uneducated in car maintenance and find out where support needs to be improved.
Even with a lack of trust in the industry, people still turn to experts to do it for them because they are too afraid to do it themselves.
DIY car repair still feels too risky for the average person because the risk of messing up a car repair seems more dangerous than messing up a cake.
DIY Car Repair Has No "Voice"
Every industry has a "voice" of DIY, except car repair. (Ex. Tasty=Cooking)
Become the DIY "voice" for at-home car repair.
Position Advance Auto Parts as the source of education and empowerment so DIY car repair is commonplace again.
"We're not in the business of auto parts, we're in the business of helping you get to know your car."
There's nothing more badass than getting the job done yourself.
3 Main Changes
Optimized for Efficiency
Car Club Partnerships
New Brand Manifesto
Second Floor Loft
The "Engine" the hub of information.
First floor shelving/stairway to 2nd floor loft.
2nd floor DIY tool area.
Demo garage/loft seating.
Space for public DIY classes.
Partner with local "gearheads" to put on demos.
Mason Shuck- Creative Brand Manager