Goodyear Stores Getting a Tune-Up
October 30 2006 - 3:23PM
PR Newswire (US)
Company outlets use research to create consumer-friendly
tire-shopping experience 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. (Logo:
http://www.newscom.com/cgi-bin/prnh/20050204/GTLOGO) 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/.
http://www.newscom.com/cgi-bin/prnh/20050204/GTLOGO
http://photoarchive.ap.org/ DATASOURCE: The Goodyear Tire &
Rubber Company CONTACT: Jim Davis of The Goodyear Tire & Rubber
Company, +1-330-796-4114 Web site: http://www.goodyear.com/
http://www.teamhfa.com/ http://www.thebuzzwerks.com/
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