/ SELECTED WORK


BRR + AAA

Can a service center transform into a retail-inspired experience that's informative and compelling?

Creating a new distribution model 

 

From roadside assistance to travel deals, the AAA Ohio Auto Club offers a wide range of benefits for its members. 

 

But when AAA discovered its membership benefits lacked awareness, the nontraditional service company turned to Big Red Rooster to apply its retail expertise and make AAA service centers relevant. We created a service center that embodied AAA's complete story and activated its brand, thus engaging customers in a new, retail-inspired fashion.


Developing a brand-friendly retail concept 

 

AAA wanted its new branded experience to provide customers with inspiration, information, and a compelling membership benefits overview. Our team worked with Ohio Auto Club executives to identify core consumer groups and develop a positioning that would resonate with its target audience, all while aligning with AAA's brand equities.


Identifying new sales opportunities through design


Prior to the redesign, AAA's selling space resembled a tax office or typical service center rather than a store. Customers entered the space and waited for a representative to greet them and escort them to his or her desk. 

 

We quickly noticed the current approach was missing a sense of discovery, and we identified an opportunity for AAA to sell more products and services.


Designing around a value proposition

Big Red Rooster created a new store prototype that inspired and informed customers while aligning with AAA's overall value proposition: "peace of mind." The retail solution highlighted products and services in a new store environment. Service elements related to offered products, benefits were communicated, and value was made relevant to each customer.


Conveying the message


The prototype uses bright colors, large lifestyle graphics and warm finishes to create an inviting, fun environment.

 

Vacation planning materials are clearly displayed and well merchandised. The retail sales area offers travel-specific goods, and AAA's membership opportunities are conveyed through every design detail.