Client
Goodyear Dunlop

Design Consultancy
Fitch
Marie Spencer
0207 479 0900
marie.spencer@fitch.com
www.fitch.com

Looking to revolutionise the delivery of fast-fit car servicing in the UK, Goodyear Dunlop wanted to create a fresh format for their car care brand, HiQ. With declining footfall across their network, the company commissioned Fitch to design and develop a new retail concept centre in Nottingham. The objective was to demonstrate a step-change within the industry and help boost service awareness and sales.

Extensive market research revealed that most customers feel anxious, wary and confused in garage environments. Fitch needed to create an experience that would help to allay consumer fears about the openness and accessibility of the services being provided within this category.

The agency’s approach was to present the HiQ brand in a familiar way the target audience could relate to. Using simple illustrations, access colours and a distinctive new corporate logo, they steered away from the branding traditionally associated with fast-fit providers. This repositioned brand was applied to the concept centre, where glass walls, graphic devices and an uncomplicated, modern interior help to create an atmosphere of simplicity, reliability and transparency.

In its first three months the Nottingham site delivered a 37% increase in turnover, and seen a sale lift of core products, like tyres, of up to 67%. It has also attracted a 100% increase in new franchisee investment.

Silver
Interiors - Retail

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