Connecting Online and Offline for Innovative Local Customer Engagement

Rachel SilvaAVP of Marketing, Pep Boys

About Pep Boys

Founded in 1921, Pep Boys is the nation’s largest aftermarket automotive service and retail chain

Over 800 stores in 35 states and Puerto Rico

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Insight into Pep Boys’ Marketing Strategy

At the core, we are always asking two questions

•Does it benefit the customer?•Does it benefit the associate?

Marketing is entirely focused on right time, right message - no matter the channel

•From national broad-reach media to a robust rewards/CRM program and drilling down to a localized search strategy

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What We see

Smartphones have fundamentally changed how consumers interact with the world. Location is key to brand experience, engagement, and transactions.

4 in 5local mobile

searches resultin a purchase

34xincrease in“Near Me”

searches since 2011

93%of sales still occur

in person

Social Media is Key for Pep Boys’ Local Engagement

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• Robust social media program• Huge part of local customer

engagement strategy• Service industry

• Positive engagement at physical locations is critical

• Tracks customer sentiment to understand improvement over time

• Not just on a brand level, but at an individual store level

The Problem: Localization at Scale

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• With over 800 retail locations nationwide, it’s hard to market at a local level

• Both accuracy and consistency, and customer sentiment tracking

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• Local customers need to know:• That there is a Pep Boys

located nearby• What products/services

their local Pep Boys offers, including special deals and promotions

• Once local customers visit a location, Pep Boys wants to ensure a positive experience to drive repeat visits

The Problem: Localization at Scale

The Solution: Pep Boys Partners with Yext

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Yext’s leading location management platform ensures business data is always accurate, up-to-date and complete

across the web.

Yext’s platform lets Pep Boys manage and update our location information for all 800 retail locations in real-time,

from one comprehensive dashboard.

Yext is #1 Location Management Platform

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With Yext, Pep Boys can reach customers with accurate and engaging local content everywhere they search via

integration-based partnerships with Google, Apple, Facebook and 100+ other third-party sites, maps, and apps, and

directories.

Yext Helps Enhance Local Listings

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• Correct location information• Enhanced branded content,

including logo, business description, and video link

• Product list details local offerings• Featured Message drives users

to schedule an appointment• Categories drive uplift in SERP

ranking

Can manage and update this information directly in the platform, and it updates in real-time

Drive Local Foot Traffic and Online

Engagement

Build Local Brand

Awareness

Transform Mobile

Searchers into Local Buyers

Enhanced digital presence through Yext helps Pep Boys:

Results: Yext Partnership Bring Significant Improvements in Customer Engagement

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Digital CouponingFocused on digital couponing through Yext’s Patented Clickable Featured Message, and have seen 3x return

Listings (June 2013 Launch) Social (January 2014 Launch)

Overall EngagementHave seen a 200% lift in engagement

Facebook Increase in Facebook Location Page Metrics

Instagram Visibility into 700K+ posts and 94% increase in posts

3x ReturnOn Message Clicks

200% LiftIn Engagement

168% LiftIn FB Engagement

700K+ PostsTracked through Yext

94% LiftIn local Instagram posts

Pep Boys’ Search and Response Program

• Yext has unique tracking capabilities• Pep Boys leveraged Yext in new ways to reinvent

customer engagement program, in particular with Instagram

• Instagram is king of brand engagement - critical for social media presence

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Instagram4.21%

VS.

Facebook and Twitter0.01%

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Pep Boys Instagram MonitoringPowered by Yext

Instagram Monitoring Program

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• Yext tracks all user-generated content geo-tagged at 800 locations• Pulls content in real-time into one comprehensive dashboard

Instagram Monitoring Program

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Pep Boys reps can respond immediately without ever leaving the dashboard

Innovative Technology for Better Tracking

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• Instagram has major limitations to search – brands can’t search by location, only by hashtag or @ mention

• Yext’s technology captures all geo-tagged posts, even if user doesn’t include a hashtag

Instagram Monitoring Program

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Pep Boys reps can respond immediately without ever leaving the dashboard

Can Respond Immediately to Dissatisfied Customers

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• Auto service industry – big purchases are not something customers are always excited about

• With Yext, Pep Boys can respond immediately to customers with questions, concerns, or complaints

• Helps the brand improve the experience and recover customer relationships

Employee Engagement

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• Pep Boys can engage with their own employees posting about the brand or tagging themselves at work

• Great, easy way to make employees feel appreciated

Instagram Program Results

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Posts Tracked to DatePep Boys has tracked over 700K posts in real-time

700K+Posts tracked

94%Increase in posts

Increase in PostsPep Boys has seen an increase in the average number of local posts

120Avg. new followers

per month

Increased Followers and Discovered New AudiencePep Boys gain about 120 new followers per monthHave discovered a previously hidden user base

Awards and Industry Recognition

Awards•Retail TouchPoints’ Customer Engagement Award (Gold winner in Social Media)

•eTail Best in Class Award for Social Media

Industry Recognition

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Looking Ahead

• Our strategic approach remains the same -• Create a customer-centric experience

• Engage with customers wherever they are to get them in the door

• Increase loyalty and lifetime value with greater rewards and positive experiences

• We will deliver on those strategies by leveraging new tactics, tools and media -

• Local plays a key role in this as mobile continues to drive customers to expect that neighborhood, custom feel from all their brand engagements

• We will leverage the successes seen through our efforts with Yext to pursue these core strategies across local search and social

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