The Bridgestone Select+ Dealership Experience
FITCH x Bridgestone I 2020-2021 I Core team of 2How do we adapt the Bridgestone flagship experience across the Select+ dealership formats ?
Featured : Retail 4 Growth, March 2021
Bridgestone India, is one of the leading brands in passenger car tyre segment. However, the existing Bridgestone store environments offered a very functional and transactional experience.
While this is fine for everyday selling, without adequate brand storytelling or distinct product differentiation, they ended up coming across as just another tyre brand.
The Brief:
We were asked to adapt our designed Bridgestone Flagship concept across the Select+ dealership formats and create a category breaking experience.
Our Opportunity:
To create a bold, independent and consumer centric service offering that establishes tyre maintenance as its own independent category, making Bridgestone Select+ the first port of call of all tyre related service needs for people who want to ensure that their drive remains hassle-free.
Our Strategic Approach:
Taking forward the experience principles designed for the flagship store and developing it through the lens of a dealer for the Select+ store formats.
Central Idea
‘Expanding Horizons’
Whether it be about Bridgestone, our tyres or the buying process, we offer an opportunity to discover more.
Experience Principles: Direct, Approachable, Interactive, Empowering.
Customer Journey
Simplifying the customer journey designed for the flagship store by making it cost effective and adaptable across various dealership formats.
Design Adaptation
First Select+ store, Pune, India
Zoning:
Defining the space purpose by bringing the brand experience upfront and making it the heart of the store.
The customer area considered is 600sqft.
- HELP ME PLAN
- ATTRACT ME
- INSPIRE ME + GREET ME
- WHAT’S BEST FOR ME
- TYRE CARE & SERVICES
- DISCOVER & LEARN
- HASSLE FREE TRANSACTION
- CONNECT ME
1. A Transparent facade which creates clear visibility through the store with bold use of the Select+ brand colour to attract customers.
2. The Greet me zone puts the customers mind at ease as soon as they enter the store.
3. The Greet me zone allows an interactive expert assistance through an expert facing app, which allows them to understand their needs through a easy Q&A and provide suitable recommendations.
4. The Greet me panel creates transparency by explaining the customers the experience journey in a simplified way as soon as they enter.
5. After the product recommendations, the customer experience is enabled through an interactive digital tyre table where customers can pick between Bridgestone's array of choices. An opportunity to make the final decision based on their learning and analysis assisted by the product expert.
6. The Tyre care & service zone provides a platform for upselling services and helps in understanding the various offerings. A zone with physical interactive tools, where customers can understand how tyre care services add value to their safety, comfort and overall well-being allowing the brand to build assurance through an end to end service.
7. The Discover & Learn Zone provides transparency into the service area making the customer feel assured and a part of the process. Along with an AR Intergration through the app that helps in demystifying the process through simple animations.
8. A tactile takeaway which empowers the customer to maintain and check his tyres regularly while creating brand recall. Along with an app which has a easy feedback options.
