Legendary brand John Deere wanted to enter the retail arena with a landscape and lawn equipment concept. Interbrand Design Forum identified the most profitable customers from existing data, learned what the brand stands for in the shopper’s minds, and discovered how it connects to their deeply held feelings about land ownership.
We conducted further research to understand the different brand relationships of the resulting three groups: the professional landscape contractor, the large property owner and the homeowner. Each required a key differentiator to tie their product proposition back to the John Deere brand.
By understanding their decision-making behaviors, we developed segment-specific design and business solutions that resulted in the new John Deere Place dealership. The modular design allows for several configurations: a basic service unit, a service and sales unit, or a service, sales and garden center complex.
In the newly re-imaged stores, sales for service parts are up as high as 68%, while sales of merchandise have increased up to 150%. John Deere plans to connect to its customers’ love of the land by doubling the number of branded dealerships every year.