Strategy
x
The Ask
Take a brand with a declining retail experience and breathe new life into it.
Retail Design
x
Campaign
Background
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.
The Approach
Talk to real car owners both educated and uneducated in car maintenance and find out where support needs to be improved.
Key Insight
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.
The Tension
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"
The Opportunity
Every industry has a "voice" of DIY, except car repair. (Ex. Tasty=Cooking)
Become the DIY "voice" for at-home car repair.
The Concept
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."
New Positioning
Strategy
There's nothing more badass than getting the job done yourself.
3 Main Changes
Store Design
Streamlined Layout
Optimized for Efficiency
DIY Support
Employee Training
DIY Support
DIY Garage
DIY Garuntee
Car Club Partnerships
Virtual Support
New Brand Manifesto
Messaging Campaign
Store Redesign
First Floor
Second Floor Loft
Demo Garage
The "Engine" the hub of information.
First floor shelving/stairway to 2nd floor loft.
2nd floor DIY tool area.
Demo garage/loft seating.
DIY Support
DIY Garage
Space for public DIY classes.
Partner with local "gearheads" to put on demos.
The Team
Mason Shuck- Creative Brand Manager