Shopper Marketing - August 2016 - 24


PROGRAMS

Love's

Continued from Page 2

travel per month. Traveling business people
are the retailer's second-largest audience;
they are higher income and lower-frequency
visitors but enjoy being connected for work
and entertainment.
Kyle Sloan, the Love's category manager
who oversaw the remodel from the retailer
side, says the objective was to drive incremental comparable store sales by turning a
stagnant apparel area into a stylish and interactive place to capture sales in a high-growth
category.
In the spring of 2013, Love's challenged
Lawn, Pennsylvania-based DAS Cos. - the
manufacturer and distributor of automotive
accessories, travel merchandise and mobile
electronics, including the RoadPro family of
brands - to design a space to merchandise
high-growth electronic inventory. A series of
concepts resulted in a warehouse prototype
a year later, and the first prototype store debuted in Fort Meyers, Florida, in 2014.
Five additional stores followed that fall, and
more were authorized in January and then
August 2015. Approvals followed in part because when indexed to an average travel center, the initial Love's stores with the concept
stores sold 50% more mobile electronics.
Love's and DAS monitored key performance
indicators like department traffic increase and
the percentage of shoppers who engaged
their senses by touching, listening and trying
on, as well as time spent watching and reading the provided informational content. They
24

y SHOPPER MARKETING AUGUST 2016

also collected store operations feedback to
gauge employee adoption.
Derek Lehman, director of channel and
shopper marketing for DAS, says the area has
evolved over the years. It now includes the
"mobile tech" endcap that bridges the gap
between the traditional c-store side and the
professional driver side of the store, wayfinding signs and digital media presented on up
to seven digital screens.
"The initial store had printed headers
mounted on header boards, which evolved in
the second store to light boxes with brushed
aluminum frames. That greatly improved the
visibility of the Mobile to Go Zone and helped
to attract and engage shoppers," Lehman
says. "The initial stores were a 100% stock kit
with limited flexibility, which quickly evolved
into a semi-stock kit that is 90% stock across
all stores and 10% of the kit customized to fit
each individual store's available space. This
allowed all stores, both new and retrofit locations, to have a custom-designed look and
feel."
One of the challenges involved with the
design and execution was Love's dearth of
on-floor associates. Thus, the zone features
interactive displays that serve as "virtual salespeople" across various product categories.
An "Electronic Engagement Center" hosts
six powered-up mobile devices linked to a
big-screen computer monitor. The computer
plays 30-second product videos and it has a
touchscreen offering product content.
Furthermore, a "Sound Station" allows
customers to select and compare the sound
quality of portable Bluetooth speakers and
try on, plug in and test various audio head-



Table of Contents for the Digital Edition of Shopper Marketing - August 2016

Contents
Shopper Marketing - August 2016 - bellyband1
Shopper Marketing - August 2016 - bellyband2
Shopper Marketing - August 2016 - 1
Shopper Marketing - August 2016 - 2
Shopper Marketing - August 2016 - 3
Shopper Marketing - August 2016 - Contents
Shopper Marketing - August 2016 - 5
Shopper Marketing - August 2016 - 6
Shopper Marketing - August 2016 - 7
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