The Client
SCA is Australia’s leading automotive parts retailer. A division of Super Retail Group, SCA sells parts and accessories, assists with installations of various equipment and, more recently, entered the vehicle servicing market.
The Challenge
Automotive parts retail is fiercely competitive. This, combined with rapidly changing consumer behaviours, meant SCA needed to enhance customer orientation and align their retail execution across stores, digital and 3rd party pathways.
The Approach
Strativity identified organisational enhancements and conducted field research with a wide range of consumers. We synthesised this insight with data and internal expertise to co-design the target SCA experience across all touchpoints. This included a suite of innovative concepts designed to capture new markets and adapt to rapidly changing consumer behaviour. A detailed implementation plan was developed and agreed with the SLT to move quickly from strategy to action.
The Results
SCA has been progressively introducing many of the recommended changes to the overall experience and has seen a solid uplift in advocacy and growth of more than 5% in sales. Additionally, by the end of 2018, NPS among SCA’s 1.7m members was up by 59%. SCA recently won the #1 OmniChannel Retailer 2019 Award and has successfully extended their brand into car servicing, leveraging one of our key innovation concepts: SCA PitStop. They’ve done this through a joint venture with Bosch, creating a new revenue stream for SCA and more reasons for consumers to engage with the brand.
