The Model Store concept

Our innovative “Model Store” concept aims to revolutionise the selling environment within the tyre industry. This is due to the customer-friendly architecture, special attention to the specific needs of women drivers, and excellent service. First Stop wants to satisfy the changing needs of the motorist and therefore considers the values of expertise, trust and hospitality to be of paramount importance.

On 29 October Bridgestone Europe opened the first European First Stop “Model Store” in Zaventem, Belgium. For Mr Unterhauser (Senior Vice President Sales and Marketing) this was a very important step within Bridgestone's European strategy: “Sales to the end user are very important for Bridgestone as a manufacturer. It enables us to position ourselves close to the customer and to remain in touch with the market. Furthermore it ensures that our tyres are sold with the best service and support. Our new store, First Stop Zaventem, will act as a model for the entire European network.”

Benefits
For First Stop

• To develop a strong long-term relationship with its Dealers
• To build and consolidate the brand awareness of First Stop across Europe.

For the Dealer To operate a professional looking shop To clarify its products and services To have a pleasant working environment

For the customer

• To identify the outlet as part of a known retail network
• To feel confident with the visible professionalism of the dealer
• To easily find the information or product he is looking for
• To remember his visit as a pleasant experience

Implementation strategy
Obviously, it is not possible to implement the Model Store concept at every depot overnight. We also accept that not every First Stop dealer wishes to implement the whole scheme. For these reasons we take a practical approach. By using the Investment Program we are gradually changing the face of the First Stop network. For example, one year we might update an outlet’s reception area, next year we might replace the external signage.

We target the money towards the areas that will improve the customers’ experience most quickly. For these reasons, we have created a priorities list, ranked in order of importance:

1. Reception – First Stop colour scheme.
2. External Signage – First Stop box sign is the minimum.
3. Exterior Walls – First Stop colour scheme.
4. Working Area – First Stop colour scheme.
   
5. Gantry Sign/Menu Board – First Stop Gantry Sign or Menu Board where planning permission allows.
6. Parking Area – must be well lit, signed and marked.