OMNICHANNEL RETAIL EXPERIENCE, BRAND POSITIONING & SERVICE DESIGN

Roll by Goodyear

Tire buying is not exactly sexy, so it was time to roll out something new.

The Challenge

The goal was seemingly simple: make the experience effortless and enjoyable. But the experience was tire shopping.

The Solution

We created Roll by Goodyear, a new DTC brand and retail experience that offers a modern and convenient way to buy tires. This fresh brand, with its inviting visual identity, prioritized an enhanced customer experience and convenience, setting it apart from other tire service brands.

Customers could browse for tires at fresh, contemporary showrooms located in popular lifestyle shopping destinations rather than industrial areas. Or from home or anywhere, with the fully responsive eComm Roll website. They could then choose from three installation options: drop-off, pickup, or mobile installation.

The pilot stores in Maryland received positive feedback from both women and men. Women's Net Promoter Scores saw a significant increase of 30%, and the adoption of mobile installation was three times higher compared to other locations. As of 2020 Roll has expanded to service 16 locations across DC and Philadelphia.

VISUAL ID

RETAIL EXPERIENCE

Effortless, Easy & (un)Expected

Strategically positioned in lifestyle centers, our stores replaced inconvenient, outdated showrooms. The refreshingly distinctive and inviting design seamlessly blended with other retail stores, making a tire shop feel at home alongside makeup counters and coffee shops.

A key feature of the Roll experience was the seamless digital-to-physical transition for customers at any stage of their personalized journey. Innovative patented retail displays allowed customers to receive personalized mobile recommendations while physically examining tires in-store. No more waiting in line or traditional checkout processes.

For in-store installation customers, we provided a designated "rest" area. An interactive wall enticed them to explore nearby attractions with local recommendations. Time was maximized, idle waiting was eliminated.

Our commitment to enhancing the customer experience set a new industry standard, but and our clients, Goodyear, were probably most impressed that we came in under $5k per store fitout.