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2020 BRONZE CATEGORY/AISLE EVOLUTION / COMMERCE & SHOPPER EFFIES
UNITED STATES
Goodyear Roll by Goodyear
RAN IN: United States
CLIENT
Goodyear Tire and Rubber Company
Mike Dauberman, Chief Digital Officer & Head of Company-Owned Entities, Americas Seth Klugherz, Director of Retail Expansion - Head of Roll by Goodyear Katie Garland, Project Manager - Interactive Marketing Joe Auriemma , VP, Category & Product Management, Goodyear North America
Ken Kleve, General Manager, Revenue Management, Goodyear North America
Fred Thomas, VP & General Manager, Goodyear Retail
Chris Campbell, Director of Operations, Goodyear Retail
James Alleman, VP/Group Director, Design Andy Shaw, VP/Group Director, Architect Atit Shah, Chief Creative Officer Annelie Koller, Associate Director, Design Sue DeSilva, EVP/Executive Creative Director Austin Myerson, SVP, Group Account Director Brooke Talbot, Lead Designer Brett Eveleth, SVP, Experience Design Ashely Postiff, Lead Designer Bethany Bayer, SVP, Creative Strategy Diana Pun, Senior Designer Craig Zito, VP/Group Director, Project Management Howard Blazzard, VP/Group Director, Technology
SUMMARY
The way we buy and install tires hasn't changed in decades, especially for Goodyear's key target: Millennial women. Roll by Goodyear makes tire-buying and installation a more modern and enjoyable experience for female
consumers. Inviting storefronts located near shopping destinations simulate a showroom experience. Both women and men found the selection, purchase, and installation process easier, faster, more convenient, and friendlier. Our Women's Net Promoter Scores jumped by 30% and we saw 3X the adoption rate of mobile installation compared to other properties.
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CASE STUDY
CASE VIDEO
Hero Medium: RETAIL EXPERIENCE
Medium Featured On Video: ECOMMERCE,OOH,PRICING,RETAIL EXPERIENCE