Tires Plus embarked on its first brand refresh in two decades to modernize its image and better connect with today's consumers. This episode dives into the comprehensive strategy behind revitalizing a legacy retail brand, balancing heritage with contemporary relevance, and improving the overall customer experience in the automotive service industry. It offers key lessons on managing large-scale brand transformations within an established corporate structure.
Key takeaways
A brand refresh needs to balance modernization with retaining core brand heritage; identify outdated elements through market research and consumer insights while preserving established trust.
Strategically plan a brand refresh to encompass logo, store design, digital presence, and customer experience; define clear objectives like attracting new customers and modernizing perception.
Implement a brand refresh by focusing on clear KPIs to measure success, addressing logistical hurdles, and ensuring franchisee buy-in and employee training.
Leverage technology to support brand refresh, including website updates and digital tools that enhance customer experience and integrate with in-store services.
Understand the shifts in consumer expectations within your industry; for automotive, this means emphasizing transparency, service, and integrating digital solutions for improved customer journeys.
In episode 451 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Jon Arnold, executive director of marketing at Bridgestone Retail Operations, a tire and automotive family of brands including Tires Plus and Hibdon Tires Plus. Listen in as Arnold provides an overview of the company (1:00), discusses his career background and role at the organization…
What does this episode say about retail & omnichannel?
A brand refresh needs to balance modernization with retaining core brand heritage; identify outdated elements through market research and consumer insights while preserving established trust.
What does this episode say about brand & content?
Strategically plan a brand refresh to encompass logo, store design, digital presence, and customer experience; define clear objectives like attracting new customers and modernizing perception.
What does this episode say about dtc strategy?
Implement a brand refresh by focusing on clear KPIs to measure success, addressing logistical hurdles, and ensuring franchisee buy-in and employee training.
What does this episode say about retail & omnichannel?
Leverage technology to support brand refresh, including website updates and digital tools that enhance customer experience and integrate with in-store services.
What does this episode say about retail & omnichannel?
Understand the shifts in consumer expectations within your industry; for automotive, this means emphasizing transparency, service, and integrating digital solutions for improved customer journeys.
