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

Messaging

"Doing it yourself doesn't mean doing it alone."

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

Brand Strategist

757-926-9352