Midas Revamps Internet Presence to Refocus on Customers
12 July 2000
Midas Revamps Internet Presence to Refocus on Customers
ITASCA, Ill. - Midas, Inc. today announced the redesign of its Internet presence to further its renewed focus on customers as part of its recently launched national marketing campaign, "Keep a Good Thing Going.""Long known as the muffler and brakes company, Midas has transformed itself into a total car care powerhouse with a revitalized commitment to customer service, an expanded range of maintenance and repair options and a brighter, cleaner look," said Bruce Hutchison, vice president of marketing for Midas. "Our trio of consumer, corporate and franchisee web sites was redesigned to educate customers about car maintenance and to better reflect the look and feel of the new Midas."
Created by TMP Worldwide, Inc., a leading provider of directional marketing services, the Midas sites were redesigned in time for the May 15, 2000, launch of the new advertising and marketing campaign.
The Midas.com site provides product and service information to help educate consumers about car maintenance. In particular, the site features:
| -- | Maintenance tracker, which allows customers to keep a personal log of car repairs, service, mileage, and costs. |
| -- | Store locator gives customers throughout North America a single source for identifying a nearby Midas shop simply by entering a zip code or state/province and city. |
updated Midas shop. The tour takes customers from the
contemporary, bright waiting area to the "behind the scenes" bay
area.
Both Midasinc.com, the corporate site, and Midasfran.com, the franchise site, have been redesigned to be consistent with Midas.com.
Midas Transformation Story
Midas' quiet transformation began two and a half years ago with its emergence as an independent, publicly held company in January, 1998. As part of the modernization of the decades-old company, Midas introduced a series of new, high demand retail services, cut costs, reduced wholesale prices (a big plus with Midas' more than 750 franchisees), modernized the stores and upgraded equipment, and rolled out improved new brake and suspension products.
The new Midas is helping its 2,000 plus stores develop long-term relationships with customers by keeping attractive, contemporary looking stores open at customer-convenient times and offering one-stop shopping for a variety of parts and commonly requested services, including oil changes, light bulbs and wiper blades, as well as climate control, flush-and-fill, wheel alignment and other maintenance services.
By adding these services, Midas believes it can increase the frequency of customer visits from once every three years for new mufflers or brakes to once every three months for a range of maintenance needs.
Midas is one of the world's largest providers of automotive service, providing exhaust, brake, steering and suspension services, as well as batteries and maintenance services at 2,700 franchised and licensed Midas shops in 19 countries, including 2,100 in the United States and Canada.