The automotive service provider was under pressure from emerging competitors, experiencing market underperformance, shrinking customer numbers, and labor shortages that stifled growth. On top of these challenges, the company needed to rapidly innovate its retail offerings to meet evolving customer expectations, particularly in its brick-and-mortar stores.
To address these challenges, iCrossing developed a customer-centric retail transformation strategy. This involved engaging dozens of stakeholders, analyzing thousands of data points, and conducting in-depth customer research. By mapping customer pain points, iCrossing crafted an aspirational customer journey and a comprehensive service blueprint for a phygital (physical + digital) retail experience.
iCrossing then guided teams to adopt a test-and-learn approach, minimizing technical debt, accelerating speed to market, and focusing on profitable, customer-driven solutions. This resulted in a cohesive, multi-year vision, with a detailed roadmap to guide execution.
The transformation kicked off with the opening of the first Lab Store in Fall 2024. iCrossing took the lead in designing and implementing both customer-facing and employee-facing digital experiences. This first phase launched a multi-year, multi-platform retail transformation, securing the company’s continued leadership in the automotive service industry.
