Pep Boys ‘springs forward’ with marketing strategy

The spring season is upon us, which means it is time to clean up all the junk that has accumulated in our homes and storefronts. For Pep Boys, one of America’s oldest automotive aftermarket service providers, it is time to revamp marketing and its position in the automotive industry, Advertising Age reported.

When Emanuel “Manny” Rosenfeld, Maurice “Moe” Strauss, Moe Radavitz and Graham “Jack” Jackson began Pep Boys in 1921, the market was focused on a do-it-yourself (DIY) environment. Car enthusiasts ranged from experienced mechanics to amateurs who were looking to upgrade their rides. Now that today’s vehicles include modern software and electronic parts, the “car experience” has changed: owners are more focused on do-it-for-me services.

“I keep telling our associates that in the year 2014, I expect [them] to have relationships just like Manny, Moe and Jack had back in 1921 — when customers came in, and they knew each and every one by name.” Pep Boys Chief Marketing Officer Ron Stoupa told Advertising Age. “[Now] the do-it-for-me crowd is growing fast and the do-it-yourself crowd is shrinking.”

Reinforcing their new sales approach won’t be easy, but with the use of updated POP signs and window graphics, Stoupa might be able to achieve stronger results to the company’s multi-million dollar project.

The $23 million marketing campaign includes the new “Trust the Boys to Get you There” slogan, touching up the iconic logo with  Manny, Moe and Jack’s faces as well as changing the design of 800 stores across the United States.

Pep Boys’ decision to remodel its image began when auto dealerships opened their own parts and service offices. Although they only account for 13 percent of a dealership’s revenue, store sales and earnings at Pep Shops dropped the last quarter.

The automotive aftermarket company plans on providing additional details about its fourth quarter earnings on April 15, the press release reads. It is unclear if Pep Boys will talk about its rebranding efforts during the conference at this time.

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