Pep Boys is a heritage brand that customers feel really good about. But as today's perpetually connected consumers become more challenging to reach, Pep Boys set out to be at the forefront of innovation (rather than falling behind the times). In store innovation (digital lounge), revolutionized traditional marketing tactics (direct mail) and a connected digital marketing program are fueling their drive to connect with today's perpetually connected consumers now and on the road ahead.
12. How To Do We Maintain
Momentum Nationally
1. Emotional
‚It’s a place for people like
me‛
e.g. Display Video
2. Rational
‚It seems like Pep Boys may be
better at ‘X’ than where I go
now‛
e.g. Display Banner
3.
Promotional
‚With an offer like that, I don’t
mind trying out Pep Boys‛
e.g. Display
Banner/Paid Social
Offers & Ads
12
16. Business Results
Focusing on the customer in
digital has yielded…
•
•
•
365% increase in ROAS over the past 2
years
Increased cookie pool 48% in service and
400% in tires in a 2 month time period
Grew Google+ followers to 300,000+
and remain on their suggested user list
•
Improved SEM traffic and average
position
by 7% YoY
•
…and driven strong
business results for Pep
Boys
•
Double digit sales growth in
Tampa Road Ahead market
•
Doubled the number of new
customers in-store
•
Drove a 20 point growth in the
customer satisfaction index
First page SEO rankings are up 60% in the
past 2 years
16
In 1921, way before the internet, let alone Facebook or Twitter, four Navy buddies pooled together $800 to open a single auto parts supply store in Philadelphia.
Now – more than 90 years later and over 700 stores across the U.S. and Puerto Rico – Pep Boys has built a heritage brand that customers feel really good about
The priority is the customer
It’s about merging offline & online. It used to be in silo’s of broadcast & digital, now it’s marketing which includes: TV, radio, Google, Display, YouTube, twitter, etc. See chicken scratch image below. We tested interactive pre-roll through an added value testUsed :30 sec anthem video Included an option to link to additional videos on YouTubeResults68.7K Completions68.7% Completion Rate5.2K Engagements5.21% Engagement Rate
Pep Boys’ Search & Response activation involves reaching out to people on Twitter tweeting about certain pre-determined search terms such as “Oil change” “Tires” “New Tires” “Car Battery” “Broken Down Car” “Car Mechanic” etc. We reach out to these individuals and let them know how Pep Boys can help coupled with a coupon or special offer for the product or service in questionThe objective is to build awareness of Pep Boys and drive people in-store or online to use Pep Boys for their car product and services needThe key to S&R is being real time and reaching out to people when they are tweeting about these things so that Pep Boys is inserting itself in a relevant conversation with relevant coupons/promosS&R has been going well, we began S&R back in March 2013 and continue to grow the number of individuals we reach out to each monthAlmost all responses of people who get back to use are positive– people being thankful for us provided them with the info/solution they need and a coupon/promo
Mobile is the one of the digital buzz words in every executive suite in the countryI do not want a “Mobile Strategy” at Pep BoysMobile needs to help Pep Boys integrate into our customers lives…Make it easy to care for their carsCar maintenance managementTelematicsSeamless brand and life integration