The Bridgestone Flagship Experience
FITCH x Bridgestone I 2020-2021 I Core team of 2How can we set a new level of experience for selling tyres & services?
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 tasked to create a category breaking omni-channel vision that sets a new level for selling tyres.
An experience that positions Bridgestone as ‘the’ authority in tyres, making it the obvious choice.
Our Opportunity:
Bring alive the Bridgestone story, translate awareness in to knowledge.
Communicate the breadth of the Bridgestone range, help the customer understand and navigate the range and ease selection.
Our Strategic Approach:
In an environment where tyres and servicing are rarely acknowledged or considered, through our strategy we wanted to focus on what tyres can do for our customers beyond their cars.
Turn the invisible into and experience by shifting the focus from what a tyre is, to what the right tyre & service can do for you.
Expanding their appreciation, knowledge & horizons.
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
We bring our strategy to life through a journey that empowers and educates customers through interactive physical and digital touchpoints, which help the customers understand and navigate the product range with ease leading to an informed decision.
The store speaks to the customers in a friendly and direct language that puts their mind at ease on entering the space, where an expert is ready to assist them as per their need.
An Interactive Tyre Buying Experience that
- Brings alive the Bridgestone story.
- Helps the customer understand and navigate the range and simplify selection.
- Translates awareness into knowledge.
- Pushes the boundary of expectations.
- Stresses upon the joy of driving better.
Zoning:
Defining the space purpose by bringing the brand experience upfront and making it the heart of the store.
The area considered for the concept is 2000 sqft.
- HELP ME PLAN
- ATTRACT ME
- INSPIRE ME
- GREET ME + EXPERT INTERACTION
- WHAT’S BEST FOR ME
- TYRE CARE & SERVICES
- INSPIRE & INTERACT
- DISCOVER & LEARN
- HASSLE FREE TRANSACTION
- CONNECT ME
Experience Touchpoints
Taking the proposed customer journey and experience principles forward to create the flagship brand experience
Help Me Plan
The customer experience starts with a simple pre engagement app which:
- Allows customers to book an appointment.
- Allows customers to connect with an expert.
- Helps in locating the nearest store with ease.
- A platform where customers can connect with brand champions directly and get first hand reviews.
On entering the store we wanted to Inspire and excite the customers and draw them in by highlighting the latest innovations by Bridgestone to build brand credibility.
The Greet me zone makes the customer feel at ease through expert assistance.
Expert Interaction
An expert facing app, which allows them to understand their needs through a easy Q&A and provide suitable recommendations.
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.
Interactive Digital Table
An interactive experience which educates the customer to make an informed decision.
Displaying miniature tyres from each category for customers to explore further by placing them on the digital surface.
The store offers customer demonstrations to understand the impact that each of the tyre services provides and helps customers get the best out of their tyres. Leading them to 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.
The Discover zone is a place for customers to explore while they wait for their cars to be serviced. A platform which allows the brand to display its stories and collaborations to create brand champions.
A service centre which provides the customer an opportunity to observe the service process and learn more through simple graphics. An AR integration through the app that helps in demystifying the process through simple animations.
Building Relationships Post Engagement
A tactile takeaway which empowers the customer to maintain and check his tyres regularly while creating brand recall.