As a national brand in the auto services industry, where in-person service is a mainstay of their business success, Pep Boys understands the importance of location as the fundamental driver for improved customer experience across marketing channels. In this session, Pep Boys’ AVP of Marketing, Rachel Silva, will discuss how the auto services brand leveraged location-based marketing and social media platforms, including Instagram, to build their customer audience and drive more sales.

1. Connecting Online and Offline for
Innovative Local Customer Engagement
Rachel Silva
AVP of Marketing, Pep Boys

2. 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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3. 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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4. What We see
Smartphones have fundamentally
changed how consumers interact with the
world. Location is key to brand
experience, engagement, and
transactions.
4in 5local mobile
searches result
in a purchase
34xincrease in
“Near Me”
searches since
2011
93%
of sales still occur
in person

5. 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

6. 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

7. 7
• 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

8. 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.

9. 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.

10. 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

11. 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:

12. Results: Yext Partnership Bring Significant
Improvements in Customer Engagement
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Digital Couponing
Focused on digital
couponing through Yext’s
Patented Clickable
Featured Message, and
have seen 3x return
Listings (June 2013 Launch) Social (January 2014 Launch)
Overall Engagement
Have seen a 200% lift in
engagement
Facebook
Increase in Facebook
Location Page Metrics
Instagram
Visibility into 700K+
posts and 94%
increase in posts
3x Return
On Message Clicks
200% Lift
In Engagement
168% Lift
In FB Engagement
700K+ Posts
Tracked through Yext
94% Lift
In local Instagram posts

13. 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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Instagram
4.21%
VS.
Facebook and Twitter
0.01%

14. 14
Pep Boys Instagram Monitoring
Powered by Yext

15. 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

16. Instagram Monitoring Program
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Pep Boys reps can respond immediately
without ever leaving the dashboard

17. 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

18. Instagram Monitoring Program
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Pep Boys reps can respond immediately
without ever leaving the dashboard

19. 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

20. 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

21. Instagram Program Results
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Posts Tracked to Date
Pep Boys has tracked over 700K posts in real-time
700K+
Posts tracked
94%
Increase in posts
Increase in Posts
Pep Boys has seen an increase in the average number
of local posts
120
Avg. new followers
per month
Increased Followers and Discovered
New Audience
Pep Boys gain about 120 new followers per month
Have discovered a previously hidden user base

22. 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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23. 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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