Roll by Goodyear

The situation—

The auto service industry is not exactly known for its service. Drab waiting rooms, isolated locations, bad coffee. Millennial customers have higher expectations from the brands they do business with, and as they are a major focus of Goodyear's growth strategy, it was time to rethink the approach.

The challenge—

Concept and pilot an entirely new retail model for Goodyear, one which embraces the multichannel retail model. Our solution had to be simple, had to appeal to Goodyear loyalists and new drivers alike, and position Goodyear as an innovator in the retail space.

The solution—

We created Roll by Goodyear, a brand and retail model designed to help customers find the tires that are right for them, and have them installed when and where they like. More than a coat of paint, the service architecture of traditional auto service models was completely reimagined for a new customer.

We started by creating a sub-brand for the new retail concept, which gave it the flexibility to behave differently than other Goodyear retail locations. Simple, curvilinear forms dominate, with the tire as our inspiration. 

From typeface to voice to iconography, we went for a personality that is familiar and friendly, but not definitely not too sweet. The goal was an approachable brand that isn't above speaking colloquially or with wit.

We developed a custom commerce platform that is used for both the in-store POS and the customer-facing commerce site. Customers can start their purchase one place and complete it in another, with no login or account creation to slow down the transaction.

Roll was designed around a range of installation options to meet any need. Customers can drop their car off, or Roll will come to pick it up, at home, at work, wherever. The industry-first mobile installation van can even install tires while a customer stays in their PJs. 

For the initial pilot, we rolled out stores in a showroom format: small footprints, centrally located to other shopping and dining destinations. A team of drivers shuttles customers' cars to and from service hubs, which means customers can go about their lives, instead of being trapped in a waiting room.

Simple touches in the space were designed to reinforce the core concepts of Roll. A shoppable product display means customers can start their own transactions right in the store, while localized brand graphics drive to Yelp listings of things to do and places to eat nearby.