AKRON, Ohio, Oct. 30 /PRNewswire/ -- Picture this: Beautiful designs, bright color and attractive, easy-to-shop displays. Are you visualizing a tire store? If not, then visit a redesigned company-owned Goodyear store.
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The Goodyear Tire & Rubber Company has been working to give a new look to the interiors of its company-owned stores nationwide. The purpose is to create a fresh design that stimulates a stronger, interactive and easy-to-shop retail experience for the tire leader's consumers, as well as more boldly differentiate Goodyear against competitors.
The new design is a result of comprehensive studies conducted with consumers and store associates. In addition to a new store layout, the design introduces new service-messaging elements, as well as new floor and wall display visuals that are easier for consumers to use. Goodyear is working with Hitchcock Fleming & Associates Inc. (hfa), a full-service marketing communications agency based in Akron, Ohio, to develop new signage, display fixtures and informational materials. The materials include posters, fliers, product catalogues and informational cards to help make product benefits and differentiation easier for consumers to understand, and make the tire-purchase process less intimidating.
"Goodyear is intensifying its focus on in-store needs of consumers, in conjunction with highly successful product launches," said Rob Rajkowski, director of marketing and merchandising for Goodyear's retail division. "In this way, Goodyear can provide the best products and the best retail experience. The new design was developed based on the feedback of consumers who said they preferred a more informational store environment when purchasing tires.
"Our approach is to put the consumer at the heart of Goodyear's decision- making process. The new store designs will further empower our consumers, and better differentiate the quality, performance and value of Goodyear's exceptional tires for cars, SUVs and light trucks."
Phase I of the project began with the initial research process. The current Phase II is the design rollout, which runs through 2006 and beyond, as designs are updated, based on consumer needs. Goodyear worked with hfa and another company, Big Red Rooster, a retail design firm located in Columbus, Ohio, to establish and carry out the in-store makeover plans.
"The in-store designs are segmented by the way in which consumers see themselves. In addition, the store designs will vary from region to region, so that consumers in specific geographic areas will have an enhanced ability to find the tire that is right for them," said Keith Busch, hfa vice president, client services/business development.
About The Goodyear Tire & Rubber Company
Goodyear is one of the world's largest tire companies. The company manufactures tires, engineered rubber products and chemicals in more than 100 facilities in 29 countries around the world. Goodyear employs about 80,000 people worldwide. For more information about Goodyear, go to http://www.goodyear.com/.
About Hitchcock Fleming & Associates
Established in 1940, Hitchcock Fleming & Associates Inc. has served a broad range of retail, consumer, industrial and business-to-business clients on a local, regional, national and international basis. Capabilities include marketing; research; strategic planning; print, broadcast, outdoor and specialty advertising; media planning/buying; public relations; interactive strategy development; Internet design and implementation through Buzzwerks, hfa's interactive division; sales promotion; direct response; broadcast and video production; and point-of-sale and collateral materials, such as brochures and catalogs. Web sites for hfa and Buzzwerks are http://www.teamhfa.com/ and http://www.thebuzzwerks.com/.
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